In a purely digital system you can still take turns, for example if the cable can handle 10GBit or 10 billion bits per second, and you have 10 computers all trying to download different movies at the same time, if you have a machine to organize them and make them take turns, they can each get 1Gbit.
Other kinds of cables send analog, in which case you can share in time or also in frequency. Like with radio waves an analog signal can be split into frequency channels, like 100MHz, 200MHz, 300MHz, and so on.
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