National Research Group

What National Research Group does

National Research Group (NRG) is a private, multinational market research and strategic intelligence firm headquartered in Los Angeles with a global operating footprint. The firm produces proprietary, survey-based research reports for the media, entertainment, and technology sectors, serving enterprise clients including major film studios, theatrical exhibitors, streaming platforms, content creators, technology platforms, and brand marketers. Its stated positioning is at the "nexus of entertainment and technology," and its analytical work focuses on consumer behavior shifts, industry trend forecasting, and the strategic implications of ecosystem-level changes such as the streaming migration of live sports and AI integration into production workflows.

NRG's core offerings are two product lines: (1) media and entertainment industry research reports, delivered as periodic exclusive publications that identify forward-looking trends across the entertainment value chain, and (2) sports engagement research, conducted in partnership with major platforms to produce quantitative analyses of fan behavior and platform-specific audience dynamics — exemplified by a 50-page report co-published with Meta covering sports engagement across Facebook, Instagram, WhatsApp, Messenger, and Threads. The underlying methodology relies on new primary data collection via proprietary survey instruments rather than software platforms, APIs, or continuous data feeds; no API, SDK, or integration surface is documented. Distribution occurs primarily through direct enterprise relationships and co-branded partnerships with industry consortia such as WrapPRO.

The revenue model is undisclosed, consistent with private professional services. GTM motion relies on flagship strategic partnerships (Meta, WrapPRO) and direct enterprise sales of high-value research engagements to media-industry buyers. Headcount of 251-500 employees indicates a mid-sized professional services operation. There is no disclosed information on ownership, investors, leadership team, or financial history, which constrains any deeper structural analysis.

Name

National Research Group

Website

https://nrgmr.com

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

251–500 employees

Short description

National Research Group is a private, multinational market research firm serving media, entertainment, and technology enterprises through proprietary survey-based research reports on consumer behavior, industry trends, and platform-specific audience engagement.

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

Marketing Research and Public Opinion Polling (54191)

akta.pro primary industry

Industry & Sector Research (Syndicated/Custom) (BPAHALAE)

akta.pro secondary industries

Custom Market Research (Ad Hoc Studies, Segmentation, U&A) (MPAAALAC), Syndicated Market Research (Panels, Omnibus, Tracker Studies) (MPAAALAB), Competitive & Market Intelligence (Competitive Tracking, TAM/SAM/SOM) (MPAAALAL)

Keywords

• Market research services
• Consumer insights
• Media industry research
• Entertainment analytics
• Audience research

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales

Distribution channels1 record

Core offering

National Research Group produces exclusive, survey-based research reports for the media, entertainment, and technology industries, analyzing consumer behavior, industry trends, AI integration in production, streaming platform dynamics, and sports engagement. Offerings are delivered as bespoke reports (e.g., a 50-page Meta sports engagement study, six 2026 media/entertainment trends with WrapPRO) to enterprise clients such as studios, exhibitors, streaming platforms, and major technology companies.

Product overview

National Research Group is a global market research company that provides industry-specific research reports and insights, primarily serving the media, entertainment, and advertising sectors. The company produces two main offerings: (1) Media and Entertainment Industry Research Reports analyzing trends, consumer behavior, and technological integration across the entertainment ecosystem, and (2) Sports Engagement Research conducted in partnership with major platforms to quantify engagement patterns. These research offerings are delivered as periodic reports and surveys rather than a continuous software platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Media and Entertainment Industry Research Reports

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core and flagship.

• MetacoreStrategic or Co-development Partner · 16 September 2025Meta published a 50-page research report in partnership with National Research Group examining sports engagement across Meta's platforms including Facebook, Instagram, WhatsApp, Messenger, and Threads. The report highlights that Meta's combined platforms account for 17% of sports-related discussion and identifies advertising opportunities for marketers seeking to tap into sports communities.
• WrapPROflagshipStrategic or Co-development PartnerWrapPRO and National Research Group released an exclusive research report identifying six key trends shaping the media and entertainment industry in 2026. The partnership focuses on convergence of creator and Hollywood economies, AI integration in production workflows, shift of live sports to streaming platforms, pushback against franchise dominance, and consumer trends toward in-person immersive experiences.

Recent moves4 records

Expansion highlights4 records

Emerging players

• Samba TV: Samba TV provides real-time TV and streaming audience analytics using opt-in first-party data. Comparable to NRG in delivering entertainment audience insights to advertisers and platforms, though Samba's primary methodology is passive telemetry rather than surveys.
• MRI-Simmons: MRI-Simmons provides audience and consumer research with strong media and entertainment applications through its syndicated and custom offerings. Comparable to NRG in providing survey-based consumer insights to media buyers, agencies, and content owners.
• Parrot Analytics: Parrot Analytics provides demand-side analytics for the entertainment industry, quantifying content value across streaming platforms using global consumption data. Comparable to NRG in serving studios and streamers with strategic intelligence on content performance and audience behavior.

Broad incumbents

• comScore: comScore provides cross-platform audience measurement and media analytics, including entertainment and digital media tracking. Comparable to NRG in serving the same enterprise media client base, though comScore's core competency is panel-based digital measurement rather than bespoke strategic research.
• Ipsos: Ipsos is a multinational market research firm providing consumer and audience insights across entertainment, technology, and adjacent verticals. Comparable to NRG in methodology (survey-based) and enterprise client base, though Ipsos operates at significantly greater global scale.
• Nielsen: Nielsen is the dominant global measurement and data analytics company serving the media and entertainment industry. Both firms provide audience research and consumer insights to studios, platforms, and advertisers, though Nielsen operates at much greater scale with panel-based and census-level data products.
• GfK: GfK is a global market research firm with consumer insights capabilities across media, technology, and entertainment verticals. Comparable to NRG in methodology and enterprise client base, though GfK operates across many more verticals and geographies.
• Kantar: Kantar is a global research and insights firm with significant media and entertainment practice. It is comparable to NRG in serving advertisers and media owners with consumer research, though Kantar's portfolio spans many verticals beyond media.

Direct peers

• Edison Research: Edison Research is a custom and syndicated research firm specializing in media, entertainment, and technology consumer insights. Directly comparable to NRG in methodology, vertical focus, and serving enterprise media and tech clients with strategic research deliverables.
• Hub Entertainment Research: Hub Entertainment Research is a research firm specializing in how consumers engage with and pay for entertainment content. Directly comparable to NRG in custom survey-based research for media and entertainment clients, with similar size and vertical focus.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/national-research-group-a-stagwell-company

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about National Research Group