Oprah Winfrey Network (OWN) SWOT Analysis, USP & Competitors

Posted in Media & Entertainment, Total Reads: 1849

SWOT Analysis of Oprah Winfrey Network (OWN) with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Oprah Winfrey Network (OWN)

Parent Company

The Oprah Winfrey Network, Discovery Communications, Harpo Productions


Media  channels


Media & Entertainment

Tagline/ Slogan

It’s Your Life…Own it.


Oprah Winfrey’s heart  and creative instincts inform the brand and the magnetism of the channel



African-American viewers

Target Group

Middle aged women from middle and upper class


Network of self- discovery, connecting people to each other and to their greatest potential

SWOT Analysis


1. Oprah Winfrey and Tyler Perry partnership has garnered millions of viewers for OWN

2. Winfrey provides leadership in programming and attracts superstar talent to join in her primetime

3. OWN is both standard definition resolution and high definition resolution

4. Network will be reporting Live+3 data, with the exclusion of live and event programming

5. OWN programming block featuring popular series which began airing on TLC UK, has been made available in Australia, South Africa, Poland, Russia, Balkans, Romania, Bulagria

6. OWN is available to over approximately 80 million pay TV households in US


1. OWN was unable to meet internal targets set before its debut
2. Channel reported losses due to cost overruns, scarcity of viewers, and disappointed advertisers


1. Keep growing it’s empire in digital space

2. Expand online offerings with new series to keep up with competition

3. Global expansion to tap Oprah Winfrey’s global fan following


1. The mix of OWN’s older demographic and deep cable placement is a recipe for major viewer disconnect

2. OWN Canada cited for programming mandate violation



1. A&E Television Networks
2. Oxygen Media LLC

The table above concludes the Oprah Winfrey Network (OWN) SWOT analysis along with its marketing and brand parameters.


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