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PBS is positioned as the premier, trusted non-commercial broadcaster for educational, cultural, and informational content, fostering lifelong learning and community engagement through diverse programming across all ages.
Customer sentiment is largely positive, as evidenced by strong community support and a dedicated donor base who value educational, unbiased content. They appreciate the non-commercial nature and the focus on enriching programming.
PBS's core value proposition is providing high-quality, non-commercial educational and cultural programming that enriches minds and fosters informed citizens. It offers a trusted, ad-free environment for learning and discovery, supported by a passionate community.
Trusted brand for quality educational content.
Broad reach through local stations network.
Strong community support and donor base.
Reliance on donations for funding.
Limited commercial marketing budget.
Perception of content primarily for older demographics.
Expand digital learning resources (PBS LearningMedia).
Increase younger audience engagement via social media.
Diversify funding sources beyond traditional donations.
Increased competition from streaming services.
Declining traditional TV viewership.
Funding cuts from government or foundations.
PBS primarily serves the US audience. While accessible internationally, its core focus and support base are overwhelmingly within the United States.
United States
99.5% market share
Canada
0.2% market share
United Kingdom
0.1% market share
Australia
0.1% market share
Mexico
0.1% market share
45-65+ years
Male • Female
United States
25-45 years
Male • Female
United States
18-35 years
Male • Female
United States
55-65+ years
Male • Female
United States
35-65+ years
Male • Female
United States
Data shown in percentage (%) of usage across platforms
PBS can encourage viewers to submit their own content related to PBS programming or educational topics. This builds community engagement and provides fresh, authentic content for PBS platforms, enhancing the 'viewers like me' connection.
Learn moreFor any merchandise sold, PBS can donate a percentage of the proceeds to a specific educational cause or a local PBS station. This would create a positive brand association, incentivize purchases, and highlight PBS's commitment to its mission.
Learn moreInstead of a fixed monetary value, PBS can frame 'PBS Passport' as a donation benefit, emphasizing the impact of the viewer's contribution on public broadcasting. This emphasizes the value of supporting the organization's mission, likely increasing donations.
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