Example Perceptual Maps for Streaming Services

Below you will find two different example perceptual maps for Streaming Services.

Two variations of perceptual maps have been provided below (using different product and/or brand attributes), in order to give you a choice of the map that best suits your needs.

You should note that each mapping approach will “paint a different picture” of the market, which may help provide insight into the relative brand positioning strategies.

IMPORTANT NOTE: These example maps have been provided for educational purposes only and are estimates of brand positioning only, and should not be relied upon for decision-making. Perceptual maps used in marketing should always be based upon current and valid consumer image data.

Design Notes

Each of the example perceptual maps below have been created with the Excel perceptual map maker/template available for free download on Perceptual Maps 4 Marketing.

You can use this Excel perceptual map template in conjunction with the product/brand attribute ideas to design your own perceptual map (if required). Please refer to the list of tools and resources at the end of this post.

1st Example Perceptual Map for Streaming Services

Want to design your own map? Take me to the free download page: Free Download of the Perceptual Map Template

Perceptual Map Scores Rationale and Discussion

For the product/brand attributes of: limited choice to wide choice

1. Netflix – 9. Netflix has a vast library of TV shows, movies, documentaries, and original content, making it one of the most comprehensive streaming platforms available.
2. Amazon Prime – 8. Amazon Prime offers a broad selection of movies, TV shows, and original content, as well as additional benefits like free shipping and access to Amazon Music.
3. Disney+ – 7. Disney+ is known for its impressive catalog of family-friendly content, including classic Disney movies, Pixar films, Marvel series, and Star Wars content.
4. HBO – 6. HBO has a strong reputation for high-quality original programming, such as Game of Thrones and The Sopranos, but its content library is relatively limited compared to other streaming services.
5. Hulu – 8. Hulu offers an extensive collection of TV shows, movies, and original content, with a particular focus on current and classic TV shows.
6. Apple TV+ – 4. Apple TV+ has a smaller selection of content than some of its competitors, with a focus on high-quality original programming.
7. YouTube TV – 7. YouTube TV offers a wide selection of live TV channels, including sports, news, and entertainment, making it a popular choice for cord-cutters.
8. Paramount+ – 6. Paramount+ has a strong library of TV shows and movies, including popular franchises like Star Trek and Mission: Impossible, but its content selection is not as comprehensive as some other streaming services.

Note: These are hypothetical ratings developed with the assistance of AI tools.

For the product/brand attributes of: light entertainment to serious entertainment

1. Netflix – 7.5. Netflix offers a mix of both light and serious entertainment, with a strong focus on original content that often tackles more weighty topics.
2. Amazon Prime – 6. Amazon Prime offers a mix of both light and serious entertainment, with a particular focus on dramas and independent films.
3. Disney+ – 3. Disney+ is primarily known for its family-friendly content, which is generally on the lighter side of entertainment.
4. HBO – 8.5. HBO is known for its high-quality, serious dramas, such as The Wire and The Sopranos, and its content often deals with complex and weighty themes.
5. Hulu – 6.5. Hulu offers a mix of both light and serious entertainment, with a focus on current and classic TV shows that often explore serious topics.
6. Apple TV+ – 6. Apple TV+ has a smaller selection of content, but many of its original shows and films tackle serious and thought-provoking subjects.
7. YouTube TV – 4. YouTube TV primarily offers live TV channels, which often include a mix of light and serious programming.
8. Paramount+ – 5. Paramount+ has a mix of both light and serious programming, with a particular focus on franchises like Star Trek and Mission: Impossible.

Note: These are hypothetical ratings developed with the assistance of AI tools.

2nd Example Perceptual Map for Streaming Services

Want to design your own map? Take me to the free download page: Free Download of the Perceptual Map Template

Perceptual Map Scores Rationale and Discussion

For the product/brand attributes of: family-focused to adult-focused

1. Netflix – 7. Netflix offers a mix of family-friendly and adult-focused content, with a particularly strong emphasis on adult-oriented programming, such as dramas and thrillers.
2. Amazon Prime – 6. Amazon Prime offers a mix of family-friendly and adult-focused content, with a particular focus on dramas and independent films that may not be suitable for younger viewers.
3. Disney+ – 2. Disney+ is primarily focused on family-friendly content, with a large catalog of classic Disney movies, Pixar films, and other kid-friendly programming.
4. HBO – 9. HBO is known for its adult-oriented content, including acclaimed dramas and provocative documentaries that deal with mature themes.
5. Hulu – 6.5. Hulu offers a mix of family-friendly and adult-focused content, with a particular focus on current and classic TV shows that may not be suitable for younger viewers.
6. Apple TV+ – 6. Apple TV+ offers a mix of family-friendly and adult-focused content, with a particular focus on original programming that often deals with serious or mature themes.
7. YouTube TV – 5. YouTube TV offers a mix of family-friendly and adult-focused programming, including live TV channels that feature both types of content.
8. Paramount+ – 6. Paramount+ offers a mix of family-friendly and adult-oriented programming, with a particular focus on franchises like Star Trek and Mission: Impossible that may have broad appeal but also include mature themes.

Note: These are hypothetical ratings developed with the assistance of AI tools.

For the product/brand attributes of: local to international

1. Netflix – 8. Netflix has a strong focus on international content, with a large selection of foreign-language films, TV shows, and documentaries from around the world.
2. Amazon Prime – 7. Amazon Prime offers a mix of local and international content, with a particular focus on international films and TV shows that may not be widely available in the US.
3. Disney+ – 2. Disney+ is primarily focused on local content, with a large catalog of classic Disney movies and TV shows that have been popular in the US for decades.
4. HBO – 5. HBO offers a mix of local and international content, with a particular focus on high-quality original programming that has broad appeal but may not be specific to any one country or region.
5. Hulu – 4. Hulu offers a mix of local and international content, but its selection of foreign-language programming is relatively limited compared to some other streaming services.
6. Apple TV+ – 4. Apple TV+ has a smaller selection of content, but many of its original shows and films have an international scope and feature diverse casts and storylines.
7. YouTube TV – 3. YouTube TV primarily offers local US programming, including live TV channels that are specific to certain regions or cities.
8. Paramount+ – 5. Paramount+ offers a mix of local and international content, with a particular focus on franchises like Star Trek and Mission: Impossible that have global appeal.

Note: These are hypothetical ratings developed with the assistance of AI tools.