ODA (Observatorio de la Diversidad en los Medios Audiovisuales)

What ODA (Observatorio de la Diversidad en los Medios Audiovisuales) does

ODA (Observatorio de la Diversidad en los Medios Audiovisuales) is a Spanish nonprofit association founded in 2020 that functions as the country's first systematic observatory analyzing the representation of LGBTIQA+, racialized, and disabled persons in Spanish audiovisual fiction. Its core research product is the annual Informe ODA, which quantitatively and qualitatively audits character representation across films and TV series, supplemented by the Informe Gordofobia on body diversity. The organization applies recognized diversity testing frameworks (Test Vito Russo and Test Divine) and produces annually updated statistics — for example, the 2025 report analyzed 2,015 characters and found 9.92% LGBTIQA+ representation, 9.98% racialized representation, and 5.8% disability representation in Spanish audiovisual fiction.

ODA monetizes through a three-tier membership program (individuals at €45/year, institutions, and corporate "empresas aliadas" with variable fees), premium consulting services (script review, event safety checklists, Spanish translations for Spain and Latin America, online harassment management), and co-designed corporate training workshops. The Premios ODA, an annual awards ceremony recognizing inclusive content, serves as both a brand-building and member-engagement mechanism. The organization distributes services directly through its website (oda.org.es) and via direct sales for enterprise consulting, supported by organic social channels and the annual report as content marketing. Funding is supplemented by grants from institutional partners including the Spanish Ministry of Culture.

ODA operates with a lean team of 1-10 employees led by CEO Jorge Gonzalo, Technical Director Oscar Muñoz, and Deputy Director of Research Emilio Papamija, with no disclosed venture capital or private equity ownership. Its competitive position rests on five-plus years of accumulated longitudinal diversity data, brand authority as Spain's first observatory in this niche, and a transdisciplinary international professional network. The organization is registered in Spain and focuses exclusively on the Spanish audiovisual market, with limited but explicit signals of potential Latin American outreach through its translation consulting line.

Name

ODA (Observatorio de la Diversidad en los Medios Audiovisuales)

Legal name

ODA (Observatorio de la Diversidad en los Medios Audiovisuales)

Website

https://oda.org.es

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

ODA is a Spanish nonprofit association founded in 2020 that systematically analyzes LGBTIQA+, racialized, disabled, and body diversity representation in Spanish audiovisual fiction through annual reports, awards, consulting, workshops, and a tiered membership program serving individuals, institutions, and audiovisual industry companies.

Ownership category

akta.pro rank

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Pricing tiers

Distribution channels4 records

Marketing channels8 records

Core offering

ODA is a Spanish nonprofit association that systematically analyzes the representation of LGBTIQA+, racialized, and disabled people in Spanish audiovisual fiction through annual research reports. It monetizes its research insights by offering professional consulting services (script review, event checklist reviews, translations, online harassment management), customized training workshops for audiovisual companies, the Premios ODA awards ceremony, and a tiered membership program for individuals, institutions, and corporate partners.

Product overview

ODA is a non-profit association that operates as a research and advocacy organization focused on diversity in Spanish audiovisual media. Its portfolio consists of annual research reports (Informe ODA and Informe Gordofobia), the Premios ODA awards program, professional consulting services, training workshops, and a membership program. The organization publishes annual studies analyzing representation of LGBTIQA+ people, racialized people, people with disabilities, and body diversity in Spanish films and television series, and uses these findings to drive industry change through awards, consulting, and training services.

Differentiator

Problem solved

Functional benefit

Products and services

• Informe ODA (Annual Diversity Report) Annual comprehensive research report analyzing the representation of LGBTIQA+ people, racialized people, and people with disabilities in Spanish audiovisual fiction, covering both films and TV series. The report quantifies character representation across multiple diversity dimensions and provides comparative longitudinal benchmarks.
• Informe Gordofobia (Body Diversity Report)

Quantifiable outcome

• Análisis de 2.015 personajes en 2025 (Informe ODA 2026)
• +4 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves6 records

Expansion highlights6 records

Regional players

• FELGTBI+: Federación Estatal de Lesbianas, Gais, Trans, Bisexuales, Intersexuales y más — Spanish national LGBTQ+ federation. Operates in the same Spanish territory as ODA with overlapping LGBTIQA+ advocacy mission, though broader than audiovisual media research.
• Creative Diversity Network: UK-based organization promoting diversity and inclusion across the UK creative industries, producing industry-wide data and inclusion standards. Functionally similar to ODA but focused on the UK market and the broader creative industries rather than Spanish audiovisual fiction specifically.
• Fundación ONCE: Spanish foundation for the employment and social inclusion of people with disabilities, affiliated with the ONCE national organization. Comparable to ODA in addressing disability representation in Spain and a potential collaboration or parallel-institution partner.
• European Women's Audiovisual Network: European network advocating for gender equality in the audiovisual industry through research, mentoring, and events. Comparable to ODA in mission and pan-European scope but operates at network rather than research-observatory level.

Broad incumbents

• GLAAD: Major US-based LGBTQ+ media advocacy organization tracking LGBTQ+ representation across film, television, and digital media. Comparable to ODA's LGBTIQA+ representation focus but operates at vastly larger scale and broader portfolio of activities.

Direct peers

• USC Annenberg Inclusion Initiative: Academic research initiative producing annual studies on diversity and inclusion in entertainment media. Directly comparable to ODA's Informe ODA, with similar methodology of systematically analyzing representation across film and television.
• Women's Media Center: Nonprofit organization working to amplify underrepresented voices in media through research, training, and advocacy. Analogous to ODA's combined research-and-advocacy model with a focus on representation outcomes.
• The Representation Project: Nonprofit using research, education, and storytelling to shift cultural narratives around gender, race, and class representation in media. Comparable to ODA in combining media-diversity research with advocacy and public campaigns.
• Geena Davis Institute on Gender in Media: Research and advocacy organization studying gender and diversity representation in media. Closely comparable to ODA in mission, methodology (systematic content analysis), and consulting/training offerings for the entertainment industry.

Emerging players

• Color of Change: US racial justice organization running media-accountability campaigns targeting representation in entertainment and advertising. Partially comparable to ODA's racialized-representation research but focused on advocacy campaigns rather than systematic content analysis.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/OdaEsp
• YouTubeyoutube.com/channel/UCmrRPfc98Lw14Y-wt0HL66Q
• Facebookfacebook.com/Oda-Espa%C3%B1a-105280018135314
• Instagraminstagram.com/oda_esp
• LinkedInlinkedin.com/company/oda-observatorio-de-la-diversidad-en-los-medios-audiovisuales

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about ODA (Observatorio de la Diversidad en los Medios Audiovisuales)