It moves faster, nothing else.
The faster something falls, the harder the atmosphere pushes back (it takes more energy to move the air away faster). Terminal velocity is simply the point where gravity and aerodynamics reach a balance. The amount of energy needed to move faster is greater than the potential energy of the object.
Increasing mass or decreasing air resistance would increase the velocity of the object. Skydivers tuck their arms against their sides to fall faster.
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