What is the company's current market position in terms of capacity and quality of service 
n and impact over the long term. We feel very comfortable with the types of growth rates that we would anticipate. We've benchmarked them against different countries in the world, and their data growth rates, and their consumption. We've got a great spectrum position -- enhanced recently by the 600MHz acquisition -- as a whole, so we've got the ability to deliver the capacity. In terms of going forward, we're investing in 5G and adding more capability, which will deliver even more capacity at a better unit cost.
As I said earlier, if 5G is inevitable, then as an industry, we'll make the pivot from data as a scarce resource that is measured by tonnage or quantity to a pivot around the quality of service or capability that customers are paying for, and there are new technologies that are coming along that will even create further capacity. The migration from 3G to 4G across the entire footprint, 4x4 MIMO technology will create capacity, new spectrum of 3,500 will create strong capacity. We came from a paradigm -- if I can use that phrase, the paradigm of scarce data was sort of a thing that defined the 3G and 4G era. The 5G era will be defined more by the level, and capability, and quality of the service, and I think that's the important thing to bear in mind. Dynamic spectrum sharing will change that opportunity in a big way, so we feel very confident around that overall, Jeff.
Jeff Fan -- Scotia Capital -- Analyst
Thanks.
Paul Carpino -- Vice President, Investor Relations
Thanks, Jeff. Arielle, we have time for two more questions, please.
Operator
Certainly. Our next question comes from Simon Flannery of Morgan Stanley.
Simon Flannery -- Morgan Stanley -- Managing Director
Great. Thanks very much. Good morning. Joe, you talked quite a bit in the past about servicing value from some of your investments. How are you prioritizing that at this point? And then, maybe just a follow-up on the video business. Can you just talk about what's going on in that business in terms of cord-cutting, what are you seeing in gross adds, what are you seeing in churn, and how does the profitability split? I think you said the margins are higher in internet, but any color you could give us around what happens on a video loss versus an internet add. Thank you.
Joe Natale -- President and Chief Executive Officer
On servicing value, Simon, for some of our investments, I've got nothing really new to report. We continue to look for opportunities that make sense for the business in the long term, and when we have something that is meaningful, we'll be happy to share what we're thinking. With respect to video, what we're seeing in the video market is really, the market is coming together in two segments as a whole. The overall market roughly runs at about 50% margin, versus internet, as you know, is largely capex and fixed cost, and the margin is much stronger as a whole.
What we're finding is at the top end of the video market, we're doing very well. We're doing very well for customers that want lots of content, want an abundance of choice and programming as a whole, and we're seeing very strong ARPU growth in TV as a whole. We're seeing 4% ARPU growth as a result of that continued growth in that part of the market, and it's driven by Ignite TV and the things that we're doing. It's the other part of the market -- you think of the market as sort of being two sets of customers. Quasi-OTT appetite -- and, there are some service offerings in different parts of the country that require very little investment in terms of installation or set-top box and TV services for very basic services starting at about CA$5.00 a month.
We don't have a play in that part of the market yet, but something is on the horizon for us, and there, our goal is to create more choice for customers, where they have a very affordable entry point, and then, through the course of time, they can buy content in a much more snackable approach. They can buy a series or an episode, they can buy the Raptors playoff as a service overall, they can add on as they see fit, and we would see ourse
n and impact over the long term. We feel very comfortable with the types of growth rates that we would anticipate. We've benchmarked them against different countries in the world, and their data growth rates, and their consumption. We've got a great spectrum position -- enhanced recently by the 600MHz acquisition -- as a whole, so we've got the ability to deliver the capacity. In terms of going forward, we're investing in 5G and adding more capability, which will deliver even more capacity at a better unit cost.
As I said earlier, if 5G is inevitable, then as an industry, we'll make the pivot from data as a scarce resource that is measured by tonnage or quantity to a pivot around the quality of service or capability that customers are paying for, and there are new technologies that are coming along that will even create further capacity. The migration from 3G to 4G across the entire footprint, 4x4 MIMO technology will create capacity, new spectrum of 3,500 will create strong capacity. We came from a paradigm -- if I can use that phrase, the paradigm of scarce data was sort of a thing that defined the 3G and 4G era. The 5G era will be defined more by the level, and capability, and quality of the service, and I think that's the important thing to bear in mind. Dynamic spectrum sharing will change that opportunity in a big way, so we feel very confident around that overall, Jeff.
Jeff Fan -- Scotia Capital -- Analyst
Thanks.
Paul Carpino -- Vice President, Investor Relations
Thanks, Jeff. Arielle, we have time for two more questions, please.
Operator
Certainly. Our next question comes from Simon Flannery of Morgan Stanley.
Simon Flannery -- Morgan Stanley -- Managing Director
Great. Thanks very much. Good morning. Joe, you talked quite a bit in the past about servicing value from some of your investments. How are you prioritizing that at this point? And then, maybe just a follow-up on the video business. Can you just talk about what's going on in that business in terms of cord-cutting, what are you seeing in gross adds, what are you seeing in churn, and how does the profitability split? I think you said the margins are higher in internet, but any color you could give us around what happens on a video loss versus an internet add. Thank you.
Joe Natale -- President and Chief Executive Officer
 On servicing value, Simon, for some of our investments, I've got nothing really new to report. We continue to look for opportunities that make sense for the business in the long term, and when we have something that is meaningful, we'll be happy to share what we're thinking. With respect to video, what we're seeing in the video market is really, the market is coming together in two segments as a whole. The overall market roughly runs at about 50% margin, versus internet, as you know, is largely capex and fixed cost, and the margin is much stronger as a whole.
What we're finding is at the top end of the video market, we're doing very well. We're doing very well for customers that want lots of content, want an abundance of choice and programming as a whole, and we're seeing very strong ARPU growth in TV as a whole. We're seeing 4% ARPU growth as a result of that continued growth in that part of the market, and it's driven by Ignite TV and the things that we're doing. It's the other part of the market -- you think of the market as sort of being two sets of customers. Quasi-OTT appetite -- and, there are some service offerings in different parts of the country that require very little investment in terms of installation or set-top box and TV services for very basic services starting at about CA$5.00 a month.
We don't have a play in that part of the market yet, but something is on the horizon for us, and there, our goal is to create more choice for customers, where they have a very affordable entry point, and then, through the course of time, they can buy content in a much more snackable approach. They can buy a series or an episode, they can buy the Raptors playoff as a service overall, they can add on as they see fit, and we would see ourse