Immersive applications such as eXtended Reality (XR), cloud gaming, and real-time video streaming are central to the vision of 6G networks. These applications require not only low latency and high data rates, but also consistent and high-quality User Experience (UX). Traditional rate allocation and congestion control mechanisms in wireless networks treat users uniformly based on channel conditions, rely only on network-centric Key Performance Indicators (KPIs), and ignore the content diversity, which can lead to inefficient resource utilization and degraded UX. In this paper, we introduce the concept of Multi-User Content Diversity, which recognizes that different users concurrently consume media with varying complexity, and therefore have different bitrate requirements to achieve satisfactory UX. We propose multiple different frameworks that exploit multi-user content diversity and lead to overall network-wide gains in terms of UX. For each framework, we demonstrate the required information exchange between Application Servers (ASs), Application Clients (ACs), and the network, and the algorithms that run in each of these components to optimize a network-wide UXbased objective. Simulation results demonstrate that exploiting multi-user content diversity leads to significant gains in UX capacity, UX fairness, and network utilization, when compared to conventional rate control methods. These findings highlight the potential of content-aware networking as a key enabler for emerging wireless systems.