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However, the key to success is balance. Exclusivity that is too strict (requiring five apps to watch a franchise) breeds piracy. Exclusivity that is too loose (free on YouTube a week later) kills subscriptions. The winners of the next decade will be those who master the art of the velvet rope —making the barrier to entry visible, desirable, and frictionless to cross.

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Creating a diverse range of exclusive offerings helps maintain subscriber interest and combat "subscription fatigue". However, the key to success is balance