The digital age has brought, among other things, changes in the ways people consume content. The development of technology and digital devices enables consumers to have instant access to anything they want. Compared to traditional media, video streaming services, as a source of entertainment and relaxation, give users more viewing freedom as they allow them to watch their favourite content wherever and whenever they want. As the market becomes increasingly saturated with streaming video content providers, they have to fight for consumers' attention and offer them what their competition does not provide. This master thesis explores the positioning strategy as a marketing process that enables companies and brands to differentiate themselves from their competition on the market, and highlights key competitive advantages. This makes a particular provider stand out as unique in the minds of consumers. In the context of video streaming services in the local environment, the thesis investigates the positioning of the VOYO streaming service, how it differentiates itself from global providers, how it is perceived by consumers, what are its key differentiating attributes, and which competitive advantages it can best exploit on the Slovenian market. In order to answer the research question, questionnaire was prepared and sent to a random sample of people, and also analysis of competing video streaming providers was made. The conclusion is that localization has a significant impact on Slovenian consumers when it comes to positioning.
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