The increase in the number of providers, in almost all areas of service offerings, led to the emphasis on the importance of their positioning in the market. Positioning of services is an "introduction" to the activities that precede the market and one of the key procedures that determine the success of the service and business of the company. Services have specific characteristics that make it much more difficult to determine quality than for a tangible product. Even today, users often have difficulty distinguishing between products and services precisely because of the way they present themselves in a modern environment and because of the intertwining of their characteristics. The paper presents the importance of highlighting the features of services due to the demands of modern consumers who appreciate intangible characteristics often associated with emotional reactions when making a purchase decision. Modern understanding of services can be determined by actual quality, but more often by perceived. It is important that businesses can offer quality through measurable attributes, but also differentiation through the emotional dimension. The result of such an approach is that customers come back and use the same service again. On the other hand, the perception is individual and in that case the same level of quality may not be good enough for each customer. Moreover, there may always be some unforeseen circumstances in which the user is ultimately dissatisfied and does not plan to use the service again in the future. For these reasons, it is very important to properly research the target market, customers, their preferences and finally, properly position the service in order to achieve a positive result in the market from all perspectives. As an example of a service brand that has successfully positioned itself and established itself as the market leader among streaming services in the world, Netflix has been selected as the subject of primary research.