ABC Family SWOT Analysis, USP & Competitors

Posted in Media & Entertainment, Total Reads: 676

SWOT Analysis of ABC Family with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

ABC Family

Parent Company

ABC Family Worldwide Inc., subsidiary of the Disney–ABC Television Group


Satellite television Channel


Media Channel

Tagline/ Slogan

A New Kind of Family; Everything You Want to Know from A to Z


contemporary as well as family-oriented programs



Segmenting based on viewership taste of family and teenagers

Target Group

wide audience, but primarily features series and movies aimed at teenage girls and young women


Channel for teenagers and family featuring wide range of series and movies

SWOT Analysis


1.  Wide range of programs such as off-network syndicated reruns, original series and some religious programming.
2. Known for airing previews of upcoming movies 
3. Known for producing original made-for-TV  movies

4. Only two Disney-owned cable channels in the U.S

5. Over 90 million households access the channels

6. Strong backing of parent company gives credibility to the brand


1. Less flexibility in the range of broadcasted programs suitable for family watch as the channel’s name include the term “family”
2. Rebranding of channel for wider audience will call for name change of the channel


1. Broadcasting more programs targeting adults apart from teenagers

2. Expansion in emerging countries


1. High Customer switching rate
2. Multiple channels available
3. Criticized for broadcasting programs not suitable for “family-viewership”



1. Star Movies
3. USA


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