The files you describe is usually compressed. Compression work by looking for patterns in the data and then store the patterns instead of the data itself as the descriptions of the patterns is smaller. So how much a file compresses depends on how many patterns it can find during compression. Some files have more patterns to find then others, some compression is given more resources to find those patterns then others, and sometimes the compression is asked to make sure the file is still mostly intact even if parts of it is damaged which means it can not use all patterns it found.
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