Animal Planet SWOT Analysis, USP & Competitors

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SWOT Analysis of Animal Planet with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Animal Planet

Parent Company

Discovery Communications


Satellite television channel


Media Channel

Tagline/ Slogan

Surprisingly Human


Educationally based television



Children and adults interested in educational shows on animals and wild life

Target Group

Children and adults


Programs related to animals and other broadcasts designed to tap into humans' basic instincts with stories that reiterate what makes humans human

SWOT Analysis


1. Country-specific versions of the channel for Canada, India, Japan, Taiwan etc.
2. 1080i high definition broadcast in USA & Norway
3. Launch of more reality programming and live shows

4. The channel has its presence in over 70 countries

5. In US, it is accessed by 90 million households

6. Shows are popular among all age groups, and has many sponsored events

7. Strong parent company gives credibility


1. Perceived as a channel for kids
2. Less flexibility in broadcasting non-animal related programs
3. Negative criticism for broadcasting documentaries with digitally manufactured scenes & discredited evidences


1.  Targeting more segments and reaching out to more audiences
2.  To broadcast more programs about wild life apart from focusing on pets and domesticated animals


1.  Knowledge based channels can appear preachy and paternalistic which might not attract adults
2.  Widely available videos and knowledge on internet

3. Increasing competitor activity is a concern



1. Nat Geo Wild
2. Discovery Channel
3. Discovery Science
4. History

The table above concludes the Animal Planet SWOT analysis along with its marketing and brand parameters.


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