“Maybe the strategy is, hey we know we're going to get pretty significant market share within this audience — we should look at adjacent audiences or new geographies. If you look at the growth of Spotify, the growth isn't coming predominantly from the US anymore, they've realized we're starting to saturate.”

Once you saturate the home market, go adjacent or geographic (Spotify)

Knowing your SAM tells you when to stop pushing the home market and start expanding sideways. Spotify did this geographically once US growth flattened — the same logic applies to any niche-saturated app: expand the audience, expand the geography, or expand the product.