Geena Davis Institute

What Geena Davis Institute does

The Geena Davis Institute on Gender in Media is a 501(c)(3) nonprofit research and advocacy organization founded in 2004 by Academy Award-winning actress Geena Davis, headquartered in Los Angeles with approximately 37 staff. Its core function is producing longitudinal, data-driven research on the representation of women, people of color, LGBTQIA+ individuals, disabled people, older characters, and diverse body types in film, television, advertising, and gaming, and translating that research into practical tools for content creators. The product portfolio is built around three proprietary technology assets: GD-IQ for measuring gender representation, Spellcheck for Bias (an AI-assisted script analysis service that identifies representation opportunities and harmful tropes, augmented by NLP and WhoSpeaksToWhom charts via a partnership with USC's Signal Analysis and Interpretation Laboratory), and the GDI Playbook for Inclusive Game Design. These are wrapped with a broader services stack that includes sponsored research, advertising audits, consulting, workshops, and a series of free toolkits on emerging topics (menopause, menstruation, body representation, disability, digital safety).

The business model is a hybrid nonprofit model combining high-volume low-ARPU individual memberships (Ally at $9/month or $100/year, Advocate at $22/month or $250/year, Leadership Circle at $1,000/year) with lower-volume, higher-value enterprise services (sponsored research engagements, advertising audits, workshops, consulting) and a third stream of foundation and corporate grants (Lyda Hill Philanthropies, Nielsen Foundation, Craig Newmark Philanthropies, Procter & Gamble, Ruderman Family Foundation, UNICEF India). GTM is sales-led and event-driven: direct outreach to studios, streamers, advertisers, and game developers, augmented by recurring industry events (fireside chats, symposiums, report launches at venues like the SAG-AFTRA Foundation), thought-leadership content marketing, and a global network of regional councils spanning Africa, Brazil, Canada, Europe, India, Italy, and the U.S. Customer segments are horizontal across entertainment and media, advertising brands and agencies, gaming, and (to a lesser extent) educators, parents, and policymakers.

Name

Geena Davis Institute

Legal name

Geena Davis Institute on Gender in Media

Website

https://geenadavisinstitute.org

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

The Geena Davis Institute is a 501(c)(3) nonprofit research organization, founded in 2004, that conducts longitudinal studies of gender, race, LGBTQIA+, disability, age, and body-type representation in entertainment and advertising, and sells AI-assisted script analysis, advertising audits, consulting, and toolkits to studios, brands, and game developers.

Ownership category

akta.pro rank

Product category

Media Representation Research and Consulting

NAICS

Human Rights Organizations (813311), Research and Development in the Social Sciences and Humanities (541720), Educational Support Services (611710)

SIC

Services-Social Services (8300), Services-Engineering, Accounting, Research, Management (8700)

akta.pro primary industry

Gender Equality & Women’s Rights Advocacy (BPAGAFAD)

akta.pro secondary industries

LGBTQ+ Rights & Advocacy Organizations (BPAGAFAE), Human Oversight, Review & Content Moderation Tooling (HDAAAMAH)

Keywords

• Media representation research
• Diversity consulting
• Advertising audits
• Script bias analysis
• Nonprofit research

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Memberships: Tiered membership program with Ally ($9/month or $100/year), Advocate ($22/month or $250/year), and Leadership Circle ($1,000/year) levels providing access to events, research, and networking
2. Donations: Tax-deductible charitable contributions from individuals and organizations supporting the mission of equitable media representation. Also accepts stock donations.
3. Sponsored Research: In-depth research reports commissioned by organizations focusing on representation of specific marginalized communities in entertainment media. Organizations partner with GDI to conduct targeted content analysis.
4. Consulting and Workshops: Personalized consulting on representation of marginalized communities and hands-on workshops including Unconscious Bias in Media and Inclusive Campaigns training for brands and studios.
5. Advertising Audits: Diversity and inclusion assessment services for advertising content, analyzing characters across gender, race, body size, LGBTQIA+ identity, disability, and age with strategic insights and recommendations.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

The Geena Davis Institute is a nonprofit research organization that conducts sponsored research on diversity and inclusion in entertainment media, provides advertising audits and consulting to studios, brands, and agencies, and delivers workshops on unconscious bias and inclusive campaigns. Its proprietary tools include Spellcheck for Bias (AI script analysis) and GD-IQ (gender representation measurement), supported by a tiered membership program and free educational toolkits for content creators.

Product overview

The Geena Davis Institute operates as a nonprofit research organization offering a portfolio of research services, proprietary tools, and educational resources focused on media representation and inclusion. The core offerings include Sponsored Research and Consulting services for studios and content creators, Advertising Audits for brand assessment, and Workshops for professional development. Key proprietary tools include Spellcheck for Bias® for script analysis using AI and natural language processing, GD-IQ® for measuring gender representation, and the GDI Playbook for Inclusive Game Design. The Institute also produces extensive research reports and toolkits (such as the Digital Safety and Privacy Storytelling Toolkit, Body Representation Toolkit, Menopause Representation Guide, and Menstruation Toolkit) that serve as practical guidance for content creators. Combined with membership programs and the GirlsLeadSTEM campaign, the portfolio provides a comprehensive ecosystem for advancing inclusive media representation.

Differentiator

Problem solved

Functional benefit

Brands

• See Jane: Membership program offering various tiers (Ally, Advocate, Leadership) with benefits including event access, research insights, and networking opportunities.
• Spellcheck for Bias
• GD-IQ
• GDI Playbook for Inclusive Game Design
• GirlsLeadSTEM

Products and services

• Sponsored Research In-depth research reports using content analysis methodology focusing on representation and inclusion of marginalized communities in entertainment media, identifying prevalent narratives and leveraging insights to encourage complex portrayals. Targeted at studios, streaming platforms, brands, and agencies seeking data-driven guidance.
• Advertising Audits Analysis of diversity and inclusion of characters in advertisements, examining nuanced representation across gender, race/ethnicity, body size, LGBTQIA+ identity, disability, and age with strategic insights and actionable recommendations. For brands, advertisers, and agencies.
• Spellcheck for Bias Analysis of pre-production scripts to identify opportunities for greater representation of marginalized communities and identify biases, tropes, stereotypes, and harmful language. Uses text analysis tools and AI to produce WhoSpeaksToWhom charts in collaboration with USC SAIL. For writers, showrunners, and studios.
• GD-IQ Proprietary tool for measuring and analyzing gender representation and diversity in media content. Used for analyzing scripts, advertising, and entertainment content for diversity and inclusion metrics.
• GDI Playbook for Inclusive Game Design Framework with best practices, game case histories, and interactive modules to help creators address bias in game narrative and character development, created with a global advisory council of game industry leaders. For game developers and publishers.
• Workshops Hands-on virtual or in-person workshops including Unconscious Bias in Media and Inclusive Campaigns, Start to Finish, plus bespoke workshops tailored to organizational goals. For brands, studios, and agencies.
• Consulting

Quantifiable outcome

• 94.5% of partners believe GDI has been impactful in promoting inclusive representation globally
• +3 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature3 records

Partnerships

21 partnerships are on record, tiered core and flagship.

• Cannes LionscoreStrategic or Co-development Partner · 1 January 2026GDI conducted a comprehensive 20-year analysis of diverse representation in Cannes Lions Film and Film Craft shortlisted and winning work from 2006-2025, published in partnership with Cannes Lions to track industry progress in advertising representation.
• AlltoldcoreTechnology or Integration · 1 January 2026AI and machine learning partnership for evaluating feminine gender expression of characters using advanced technology to deepen intersectional analysis of representation in advertising.
• Take9 Campaign / Aspen DigitalcoreStrategic or Co-development Partner · 1 January 2026Member of Take9 campaign and Cyber Education Alliance, providing expertise and resources for cybersecurity and digital safety storytelling guidance.
• Cyber Education AlliancecoreStrategic or Co-development Partner · 1 January 2026GDI is a member of this coalition of 20+ organizations committed to providing resources for young people to protect themselves online.
• UNICEF IndiacoreStrategic or Co-development Partner · 1 January 2025Partnership to track progress in gender representation in Indian advertising, following an initial 2021 study. Midline study analyzes advertisements from 2024 compared to 2019 baseline data.
• SAG-AFTRA FoundationcoreStrategic or Co-development Partner · 1 January 2025Host venue partner for the launch event of the State of Representation in Children's TV Report 2025 at the SAG-AFTRA Foundation in New York City.
• Coalition of Asian Pacifics in Entertainment (CAPE)flagshipStrategic or Co-development Partner · 1 January 2025Long-term strategic partner for API representation research and advocacy in entertainment, collaborated on 'I Am Not a Fetish' study and 'Rewriting the Script' event.
• Gold HouseflagshipStrategic or Co-development Partner · 1 January 2025Strategic partner for API representation initiative, collaborating on research and industry advocacy for Asian and Pacific Islander inclusion in media.
• IW GroupcoreGTM or Marketing Partner · 1 January 2025Co-host partner for the API Representation event with CAPE and Sony Pictures Television.
• Sony Pictures TelevisioncoreGTM or Marketing Partner · 1 January 2025Sponsor and co-host for the API Representation event focused on advancing Asian and Pacific Islander voices in Hollywood.
• University of Southern California Signal Analysis and Interpretation Laboratory (SAIL)coreTechnology or Integration · 1 January 2024Academic partnership to create WhoSpeaksToWhom charts using AI to analyze the frequency and rate at which major characters speak to each other in scripts analyzed by Spellcheck for Bias.
• Caring Across GenerationscoreStrategic or Co-development Partner · 1 January 2024Partnership to produce 'Making Care Pop' study on representation of caregiving, aging, and disability in television programming.
• Luminate Film & TV by VarietycoreTechnology or Integration · 1 January 2023Data provider for content analysis of children's television programming, providing viewership and content metrics for research.
• Lyda Hill PhilanthropiesflagshipStrategic or Co-development Partner · 1 January 2022Founding partner in #GirlsLeadSTEM initiative alongside National Girls Collaborative Project, Techbridge Girls, Intel, and STEM Next to elevate young women in STEM careers.
• National Girls Collaborative ProjectflagshipStrategic or Co-development Partner · 1 January 2022Partner in #GirlsLeadSTEM initiative to support awareness campaign for diverse young women and girls in STEM careers.
• Techbridge GirlsflagshipStrategic or Co-development Partner · 1 January 2022Partner in #GirlsLeadSTEM initiative to elevate diverse voices of young women in STEM through awareness campaign.
• IntelflagshipStrategic or Co-development Partner · 1 January 2022Corporate partner in #GirlsLeadSTEM initiative supporting training for tech workforce and celebrating women in STEM careers.
• STEM NextflagshipStrategic or Co-development Partner · 1 January 2022Partner in #GirlsLeadSTEM initiative promoting STEM opportunities for girls and young women.
• IAA India (India Chapter)coreStrategic or Co-development Partner · 1 January 2021Initial partnership with UNICEF India and IAA India Chapter to conduct study on gender representation and stereotypes in Indian advertisements.
• ITVS (Independent Television Service)flagshipStrategic or Co-development Partner · 1 January 2019Partnership to create the Guess Who? educational video series helping children ages 6-9 recognize and question gender stereotypes in media.
• Women and Girls Lead CampaignflagshipStrategic or Co-development Partner · 1 January 2019Public media campaign partner for Guess Who? series, focusing on stories that educate and engage audiences around issues affecting women and girls.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• GLAAD: Long-standing LGBTQ+ media advocacy organization that tracks and advocates for LGBTQ+ representation in film, TV, and advertising. Overlaps GDI's LGBTQIA+ research track and shares enterprise clients (studios, advertisers) and report-driven GTM.
• SeeHer: ANA (Association of National Advertisers)-led initiative with a Gender Equality Measure (GEM®) tracking and certifying advertising content for accurate gender portrayal. Closest direct competitor to GDI's advertising audit line, with a broader advertiser membership base.
• USC Annenberg Inclusion Initiative: The most directly comparable peer. Dr. Stacy L. Smith's Initiative conducts annual research on gender, race, LGBTQ+, and disability representation across film, TV, and popular music — the same content categories, methodology (quantitative content analysis), and audiences (entertainment industry, press) as GDI.
• National Hispanic Media Coalition (NHMC): Latino-focused media advocacy organization producing research on Hispanic representation in entertainment and engaging the same studio/agency customer base as GDI's ethnic representation work.
• Coalition of Asian Pacifics in Entertainment (CAPE): Long-term GDI strategic partner that itself does advocacy and research on API representation in Hollywood. Overlapping research topics, enterprise clients, and event-based GTM.
• Women in Film (WIF): Advocacy and professional network focused on advancing women in the entertainment industry. Comparable mission around gender equity in entertainment, overlapping membership/community GTM, though WIF emphasizes career support over research.

Others

• Nielsen: Audience measurement and content analytics provider that supplies viewership/data infrastructure for GDI research and is itself a funder of GDI's children's TV report. Adjacent data/measurement layer rather than direct competitor.

Emerging players

• Free The Work: Nonprofit talent discovery platform focused on underrepresented creators in film/TV/advertising. Comparable mission on industry inclusion, but operationalizes through a marketplace rather than content analysis research.
• Center for Scholars & Storytellers (CSS): UCLA-affiliated research org producing social science research on teens, media, and identity. Direct overlap with GDI's children's TV research and methodology, smaller scale, and academic rather than celebrity-led.

Broad incumbents

• Color Of Change: Largest online racial justice organization in the U.S. Operates in adjacent media advocacy space (pushing advertisers and platforms on representation) but is broader civil-rights focused rather than research-led.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/GeenaDavisInstitute
• Facebookfacebook.com/GeenaDavisOrg
• LinkedInlinkedin.com/company/geena-davis-org
• Instagraminstagram.com/geenadavisorg

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

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 Geena Davis Institute