Good news is we are already hitting upper limits of how many people we can reach via apps/smartphone/internet.
Limits that in the past 2 decades (of scaling) the people who built these Platforms didn't have to think about. Now they do. And they are coming under serious pressure because they have built out more Supply than there is Demand.
For example, we got the explosive growth of Netflix. Everyone sees that and piles into streaming. When growth slows in one country they immediately move into another and they keep growing until they run out of countries to expand into. So Netflix has been in India (a country advertised as having zillions of consumers) for nearly 10 years now but they haven't found more than 25 million paying subscribers. Learning takes time. And everyone is learning there are limits to growth based purely on the online model.
While I agree with your overarching point re:saturation,
> haven't found more than 25 million subscribers
There is a metric ton of demand for steaming services in India.. just that amazon prime and hotstar.com took most of the market. Most of this is due to pricing:
Prime: 999 INR/year
Netflix: 650 INR/month
Recently they've tried segmenting.. by packaging a single-device 720p-only plan along with the telecom plans, and I'd bet that's the majority of their customer base today since people get it for free. They also have a deal with samsung and other companies that make mid-range phones which most people in india own to have netflix pre-installed. So this + the telecom plans is the way they count them as users.
To be fair, amazon packages theirs with the 1-day delivery service on amazon.in, so it's a bit of an unfair advantage there. But even if you compare with hotstar, they charge 1499/year, which is about 1/6th of netflix's price.
Again to be fair, live cricket streaming is _huge_ here, and people get hotstar for that anyways, so a bit of an unfair advantage again.
Even twitch managed to make price cuts here. I bet netflix can as well. I doubt regional content production is actually a problem for somebody like netflix.
Limits that in the past 2 decades (of scaling) the people who built these Platforms didn't have to think about. Now they do. And they are coming under serious pressure because they have built out more Supply than there is Demand.
For example, we got the explosive growth of Netflix. Everyone sees that and piles into streaming. When growth slows in one country they immediately move into another and they keep growing until they run out of countries to expand into. So Netflix has been in India (a country advertised as having zillions of consumers) for nearly 10 years now but they haven't found more than 25 million paying subscribers. Learning takes time. And everyone is learning there are limits to growth based purely on the online model.