Examples associated with display mapping are described. One example system includes a display mapping module. The display mapping module maps display components connected to the system to virtual channels to which the system is subscribed. A communication module transmits a content instruction to subscribers of a virtual channel. The instruction controls the subscribers of the virtual channel to display content associated with the content instruction on display components the respective subscribers have mapped to the virtual channel. A display module causes a display component mapped to the virtual channel to display content associated with the content instruction.