diff --git a/homeassistant/components/deconz/manifest.json b/homeassistant/components/deconz/manifest.json
index 63ab17d001a..64902002600 100644
--- a/homeassistant/components/deconz/manifest.json
+++ b/homeassistant/components/deconz/manifest.json
@@ -6,11 +6,11 @@
   "requirements": [
     "pydeconz==64"
   ],
-  "ssdp": {
-    "manufacturer": [
-      "Royal Philips Electronics"
-    ]
-  },
+  "ssdp": [
+    {
+      "manufacturer": "Royal Philips Electronics"
+    }
+  ],
   "dependencies": [],
   "codeowners": [
     "@kane610"
diff --git a/homeassistant/components/heos/manifest.json b/homeassistant/components/heos/manifest.json
index fb21a43356f..684127e519e 100644
--- a/homeassistant/components/heos/manifest.json
+++ b/homeassistant/components/heos/manifest.json
@@ -6,13 +6,13 @@
   "requirements": [
     "pyheos==0.6.0"
   ],
-  "ssdp": {
-    "st": [
-      "urn:schemas-denon-com:device:ACT-Denon:1"
-    ]
-  },
+  "ssdp": [
+    {
+      "st": "urn:schemas-denon-com:device:ACT-Denon:1"
+    }
+  ],
   "dependencies": [],
   "codeowners": [
     "@andrewsayre"
   ]
-}
\ No newline at end of file
+}
diff --git a/homeassistant/components/hue/manifest.json b/homeassistant/components/hue/manifest.json
index 9a3e478d108..c90b6181559 100644
--- a/homeassistant/components/hue/manifest.json
+++ b/homeassistant/components/hue/manifest.json
@@ -6,11 +6,11 @@
   "requirements": [
     "aiohue==1.9.2"
   ],
-  "ssdp": {
-    "manufacturer": [
-      "Royal Philips Electronics"
-    ]
-  },
+  "ssdp": [
+    {
+      "manufacturer": "Royal Philips Electronics"
+    }
+  ],
   "homekit": {
     "models": [
       "BSB002"
diff --git a/homeassistant/components/sonos/manifest.json b/homeassistant/components/sonos/manifest.json
index 7b0c041b2a9..46723bdcf5f 100644
--- a/homeassistant/components/sonos/manifest.json
+++ b/homeassistant/components/sonos/manifest.json
@@ -7,10 +7,10 @@
     "pysonos==0.0.24"
   ],
   "dependencies": [],
-  "ssdp": {
-    "st": [
-      "urn:schemas-upnp-org:device:ZonePlayer:1"
-    ]
-  },
+  "ssdp": [
+    {
+      "st": "urn:schemas-upnp-org:device:ZonePlayer:1"
+    }
+  ],
   "codeowners": []
 }
diff --git a/homeassistant/components/ssdp/__init__.py b/homeassistant/components/ssdp/__init__.py
index d2382748f30..c4d71e0febd 100644
--- a/homeassistant/components/ssdp/__init__.py
+++ b/homeassistant/components/ssdp/__init__.py
@@ -104,28 +104,27 @@ class Scanner:
 
     async def _process_entry(self, entry):
         """Process a single entry."""
-        domains = set(SSDP["st"].get(entry.st, []))
 
-        xml_location = entry.location
+        info = {"st": entry.st}
 
-        if not xml_location:
-            if domains:
-                return (entry, info_from_entry(entry, None), domains)
-            return None
+        if entry.location:
 
-        # Multiple entries usually share same location. Make sure
-        # we fetch it only once.
-        info_req = self._description_cache.get(xml_location)
+            # Multiple entries usually share same location. Make sure
+            # we fetch it only once.
+            info_req = self._description_cache.get(entry.location)
 
-        if info_req is None:
-            info_req = self._description_cache[
-                xml_location
-            ] = self.hass.async_create_task(self._fetch_description(xml_location))
+            if info_req is None:
+                info_req = self._description_cache[
+                    entry.location
+                ] = self.hass.async_create_task(self._fetch_description(entry.location))
 
-        info = await info_req
+            info.update(await info_req)
 
-        domains.update(SSDP["manufacturer"].get(info.get("manufacturer"), []))
-        domains.update(SSDP["device_type"].get(info.get("deviceType"), []))
+        domains = set()
+        for domain, matchers in SSDP.items():
+            for matcher in matchers:
+                if all(info.get(k) == v for (k, v) in matcher.items()):
+                    domains.add(domain)
 
         if domains:
             return (entry, info_from_entry(entry, info), domains)
diff --git a/homeassistant/components/wemo/manifest.json b/homeassistant/components/wemo/manifest.json
index aa863bcff0d..3b43def230f 100644
--- a/homeassistant/components/wemo/manifest.json
+++ b/homeassistant/components/wemo/manifest.json
@@ -6,11 +6,11 @@
   "requirements": [
     "pywemo==0.4.34"
   ],
-  "ssdp": {
-    "manufacturer": [
-      "Belkin International Inc."
-    ]
-  },
+  "ssdp": [
+    {
+      "manufacturer": "Belkin International Inc."
+    }
+  ],
   "homekit": {
     "models": [
       "Wemo"
diff --git a/homeassistant/generated/ssdp.py b/homeassistant/generated/ssdp.py
index 6d62c47110b..472ad6683ed 100644
--- a/homeassistant/generated/ssdp.py
+++ b/homeassistant/generated/ssdp.py
@@ -6,22 +6,29 @@ To update, run python3 -m script.hassfest
 # fmt: off
 
 SSDP = {
-    "device_type": {},
-    "manufacturer": {
-        "Belkin International Inc.": [
-            "wemo"
-        ],
-        "Royal Philips Electronics": [
-            "deconz",
-            "hue"
-        ]
-    },
-    "st": {
-        "urn:schemas-denon-com:device:ACT-Denon:1": [
-            "heos"
-        ],
-        "urn:schemas-upnp-org:device:ZonePlayer:1": [
-            "sonos"
-        ]
-    }
+    "deconz": [
+        {
+            "manufacturer": "Royal Philips Electronics"
+        }
+    ],
+    "heos": [
+        {
+            "st": "urn:schemas-denon-com:device:ACT-Denon:1"
+        }
+    ],
+    "hue": [
+        {
+            "manufacturer": "Royal Philips Electronics"
+        }
+    ],
+    "sonos": [
+        {
+            "st": "urn:schemas-upnp-org:device:ZonePlayer:1"
+        }
+    ],
+    "wemo": [
+        {
+            "manufacturer": "Belkin International Inc."
+        }
+    ]
 }
diff --git a/script/hassfest/manifest.py b/script/hassfest/manifest.py
index 5cf8772686e..16f8b77b5d3 100644
--- a/script/hassfest/manifest.py
+++ b/script/hassfest/manifest.py
@@ -14,11 +14,7 @@ MANIFEST_SCHEMA = vol.Schema(
         vol.Optional("config_flow"): bool,
         vol.Optional("zeroconf"): [str],
         vol.Optional("ssdp"): vol.Schema(
-            {
-                vol.Optional("st"): [str],
-                vol.Optional("manufacturer"): [str],
-                vol.Optional("device_type"): [str],
-            }
+            vol.All([vol.All(vol.Schema({}, extra=vol.ALLOW_EXTRA), vol.Length(min=1))])
         ),
         vol.Optional("homekit"): vol.Schema({vol.Optional("models"): [str]}),
         vol.Required("documentation"): str,
diff --git a/script/hassfest/ssdp.py b/script/hassfest/ssdp.py
index 3b02ea18151..d2dd724605e 100644
--- a/script/hassfest/ssdp.py
+++ b/script/hassfest/ssdp.py
@@ -24,11 +24,8 @@ def sort_dict(value):
 
 def generate_and_validate(integrations: Dict[str, Integration]):
     """Validate and generate ssdp data."""
-    data = {
-        "st": defaultdict(list),
-        "manufacturer": defaultdict(list),
-        "device_type": defaultdict(list),
-    }
+
+    data = defaultdict(list)
 
     for domain in sorted(integrations):
         integration = integrations[domain]
@@ -56,14 +53,9 @@ def generate_and_validate(integrations: Dict[str, Integration]):
             )
             continue
 
-        for key in "st", "manufacturer", "device_type":
-            if key not in ssdp:
-                continue
+        for matcher in ssdp:
+            data[domain].append(sort_dict(matcher))
 
-            for value in ssdp[key]:
-                data[key][value].append(domain)
-
-    data = sort_dict({key: sort_dict(value) for key, value in data.items()})
     return BASE.format(json.dumps(data, indent=4))
 
 
diff --git a/tests/components/ssdp/test_init.py b/tests/components/ssdp/test_init.py
index 81c0f886b41..56b937cf9d9 100644
--- a/tests/components/ssdp/test_init.py
+++ b/tests/components/ssdp/test_init.py
@@ -17,7 +17,7 @@ async def test_scan_match_st(hass):
 
     with patch(
         "netdisco.ssdp.scan", return_value=[Mock(st="mock-st", location=None)]
-    ), patch.dict(gn_ssdp.SSDP["st"], {"mock-st": ["mock-domain"]}), patch.object(
+    ), patch.dict(gn_ssdp.SSDP, {"mock-domain": [{"st": "mock-st"}]}), patch.object(
         hass.config_entries.flow, "async_init", return_value=mock_coro()
     ) as mock_init:
         await scanner.async_scan(None)
@@ -27,14 +27,15 @@ async def test_scan_match_st(hass):
     assert mock_init.mock_calls[0][2]["context"] == {"source": "ssdp"}
 
 
-async def test_scan_match_manufacturer(hass, aioclient_mock):
-    """Test matching based on ST."""
+@pytest.mark.parametrize("key", ("manufacturer", "deviceType"))
+async def test_scan_match_upnp_devicedesc(hass, aioclient_mock, key):
+    """Test matching based on UPnP device description data."""
     aioclient_mock.get(
         "http://1.1.1.1",
-        text="""
+        text=f"""
 <root>
   <device>
-    <manufacturer>Paulus</manufacturer>
+    <{key}>Paulus</{key}>
   </device>
 </root>
     """,
@@ -44,9 +45,7 @@ async def test_scan_match_manufacturer(hass, aioclient_mock):
     with patch(
         "netdisco.ssdp.scan",
         return_value=[Mock(st="mock-st", location="http://1.1.1.1")],
-    ), patch.dict(
-        gn_ssdp.SSDP["manufacturer"], {"Paulus": ["mock-domain"]}
-    ), patch.object(
+    ), patch.dict(gn_ssdp.SSDP, {"mock-domain": [{key: "Paulus"}]}), patch.object(
         hass.config_entries.flow, "async_init", return_value=mock_coro()
     ) as mock_init:
         await scanner.async_scan(None)
@@ -56,11 +55,11 @@ async def test_scan_match_manufacturer(hass, aioclient_mock):
     assert mock_init.mock_calls[0][2]["context"] == {"source": "ssdp"}
 
 
-async def test_scan_match_device_type(hass, aioclient_mock):
-    """Test matching based on ST."""
+async def test_scan_not_all_present(hass, aioclient_mock):
+    """Test match fails if some specified attributes are not present."""
     aioclient_mock.get(
         "http://1.1.1.1",
-        text="""
+        text=f"""
 <root>
   <device>
     <deviceType>Paulus</deviceType>
@@ -74,15 +73,43 @@ async def test_scan_match_device_type(hass, aioclient_mock):
         "netdisco.ssdp.scan",
         return_value=[Mock(st="mock-st", location="http://1.1.1.1")],
     ), patch.dict(
-        gn_ssdp.SSDP["device_type"], {"Paulus": ["mock-domain"]}
+        gn_ssdp.SSDP,
+        {"mock-domain": [{"deviceType": "Paulus", "manufacturer": "Paulus"}]},
     ), patch.object(
         hass.config_entries.flow, "async_init", return_value=mock_coro()
     ) as mock_init:
         await scanner.async_scan(None)
 
-    assert len(mock_init.mock_calls) == 1
-    assert mock_init.mock_calls[0][1][0] == "mock-domain"
-    assert mock_init.mock_calls[0][2]["context"] == {"source": "ssdp"}
+    assert not mock_init.mock_calls
+
+
+async def test_scan_not_all_match(hass, aioclient_mock):
+    """Test match fails if some specified attribute values differ."""
+    aioclient_mock.get(
+        "http://1.1.1.1",
+        text=f"""
+<root>
+  <device>
+    <deviceType>Paulus</deviceType>
+    <manufacturer>Paulus</manufacturer>
+  </device>
+</root>
+    """,
+    )
+    scanner = ssdp.Scanner(hass)
+
+    with patch(
+        "netdisco.ssdp.scan",
+        return_value=[Mock(st="mock-st", location="http://1.1.1.1")],
+    ), patch.dict(
+        gn_ssdp.SSDP,
+        {"mock-domain": [{"deviceType": "Paulus", "manufacturer": "Not-Paulus"}]},
+    ), patch.object(
+        hass.config_entries.flow, "async_init", return_value=mock_coro()
+    ) as mock_init:
+        await scanner.async_scan(None)
+
+    assert not mock_init.mock_calls
 
 
 @pytest.mark.parametrize("exc", [asyncio.TimeoutError, aiohttp.ClientError])