Destination America SWOT Analysis, USP & Competitors

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SWOT Analysis of Destination America with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Destination America

Parent Company

Discovery Communications


Digital cable and satellite television channel


Media Channel


Programming focusing on the culture of the United States.



TV digital cable and satellite channel

Target Group

Urban households in the US


Channel  for everyone which takes the viewer to the journey of American lifestyle and culture

SWOT Analysis


1. An assortment of different shows on lifestyle, American culture and travel, wrestling
2. Connection in over 50+ million cable and satellite home
3. Deal with TNA Wrestling  to broadcast wrestling shows

4. Widely available high definition version of the channel

5. Strong backing of parent brand boosts its presence

6. The network launched again as Planet Green, which focused on environmentalism and sustainable living


1. Channel to be restrained mostly in US

2. Intense competition from other channels as well as online portals means limited market share


1. Program reruns of Discovery Channel’s classic shows

2. More significant online presence can boost image

3. Expansion of services to other countries interested in watching American programs can boost global business


1. High Customer switching rate
2. Multiple channels available
3. Limited viewership outside US



1. Discovery Channel
2. TLC
3. American Heroes

The table above concludes the Destination America SWOT analysis along with its marketing and brand parameters.


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