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In a saturated market, customer acquisition can be challenging due to several reasons. Firstly, there is intense competition as multiple companies are vying for the same customer base. This can lead to increased marketing costs as businesses try to differentiate themselves and attract customers. Secondly, customer expectations are often high in saturated markets, as they have a variety of options to choose from. Meeting these expectations can be costly and time-consuming. Lastly, in a saturated market, most of the customers might have already formed loyalties to existing brands, making it difficult for new entrants to attract them.
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This brings us to content spending. The top eight video streaming services are estimated to spend around $140 billion on content this year. With customer acquisition costs rising in a saturated market, this is no longer sustainable without additional monetization strategies. All of these networks need to compete for global subscribers, and most of that growth will likely come from emerging markets where price points are lower.
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