The media and entertainment landscape in the United States is undergoing a significant transformation, creating unprecedented opportunities for international firms seeking to establish or expand their presence in the world’s largest entertainment market. Recent analysis from PwC reveals that the US media and entertainment sector is valued at $649 billion in 2024 and is projected to reach $808 billion by 2028, representing 35% of the global market. This growth reshapes traditional entertainment hubs and creates new centers of excellence across the nation.
International media firms are finding remarkable success in this evolving landscape, with streaming services and digital platforms reaching record levels in 2024. The rise of direct-to-consumer streaming has democratized content distribution, while the integration of artificial intelligence has created new production capabilities and audience targeting opportunities. According to Nielsen’s 2024 report, streaming services now represent 44.8% of total TV viewership in the US, surpassing traditional broadcast and cable for the first time.
The Media & Entertainment Boom: Setting the Stage
The US entertainment landscape has matured significantly since the post-pandemic recovery, characterized by sophisticated content demands and evolving distribution models. Market analysis shows that streaming subscription revenues grew by 8% CAGR through 2024, while connected TV advertising experienced a remarkable 9.7% growth rate.
Key market indicators for 2025 showcase unprecedented growth:
- International streaming platforms captured $78 billion of the US market in 2024, up from $61 billion in 2023, demonstrating increasing global content acceptance
- The first-year success rate for international media firms entering the US reached 72% in 2024, compared to 58% in 2022, reflecting better market understanding and digital-first strategies
- In 2024, 68% of Fortune 500 companies actively partnered with international content creators for branded entertainment and advertising solutions
- The average time to first major US distribution deal for international media firms decreased to 4.5 months in 2024 from 7 months in 2022, as streaming platforms accelerated content acquisition
- International firms achieved 85% client retention rates in their US operations during 2024
- Cross-border digital delivery models reduced initial US market entry costs by 45% compared to traditional expansion methods
This robust growth is reshaping how international media companies approach the US market. The widespread adoption of streaming and digital-first content consumption has expanded audience accessibility across regions, while the integration of artificial intelligence has created new content categories and production efficiencies. Major streaming platforms increasingly recognize the value of diverse international content, creating opportunities for firms that can bring both global perspectives and local market understanding to address complex entertainment challenges.
Top Media & Entertainment Hubs in the United States
Los Angeles: The Global Entertainment Capital
Los Angeles stands as the undisputed leader in global entertainment, offering unparalleled access to major studios, streaming platforms, and a wealth of creative talent. The city’s ecosystem creates a unique environment where international media firms can develop meaningful industry relationships through film festivals, entertainment conferences, and production networks. Beyond Hollywood’s traditional film and television production, the city’s diverse creative economy spans digital content creation, streaming platform headquarters, and emerging media technologies.
The concentration of entertainment industry decision-makers in Los Angeles creates multiple pathways for international firms to connect with studio executives, streaming platform commissioners, and production companies, from participating in industry showcases and pitch festivals to engaging through entertainment guilds and professional associations. These networking opportunities, combined with the city’s reputation as the global entertainment capital, help international firms build credibility and establish their presence in the market.
Challenges
Operating in Los Angeles presents distinct challenges that require careful navigation by international media firms. The intense competition isn’t limited to content distribution – firms must compete for creative talent with established studios and well-funded streaming platforms. Creative professionals command exceptional compensation, with senior producers and showrunners expecting salaries 45% above national averages plus significant profit participation deals.
The regulatory environment adds complexity, with California having distinct content regulations, union requirements, and intellectual property considerations. Client expectations in Los Angeles are notably high, often demanding premium production values and 24/7 availability during development cycles. Building credibility in Los Angeles’s close-knit entertainment community requires significant time and investment, especially for firms operating primarily through remote teams or with limited US presence.
Key Statistics
- Entertainment industry contributes $142 billion to Los Angeles’ GDP as of Q4 2024
- Streaming content production in LA grew by 28% from Q4 2023 to Q4 2024, despite overall production challenges
- International co-production deals in LA increased by 32% from 2023 to 2024, driven by streaming platform demand
- Digital content creation revenue from international clients rose by 25% between January 2023 and December 2024
- The average production budget for streaming content in LA reached $2.8 million per episode in Q4 2024
- Entertainment employment in the metropolitan area maintained 285,000 workers by December 2024, despite industry volatility
Talent Pool
Los Angeles’s creative talent pool benefits from world-class film schools and its global appeal as a hub for talent attraction. The USC School of Cinematic Arts and the UCLA School of Theater, Film, and Television produce over 2,000 graduates annually. At the same time, the city attracts experienced creators from international markets, with 42% of new industry hires in 2024 coming from global sources.
International Company Success Story
Netflix’s international content expansion exemplifies successful market integration in Los Angeles. The streaming giant has established dedicated international content divisions in its Hollywood headquarters, focusing on acquiring global series and films. By leveraging Los Angeles’s production infrastructure and talent base while maintaining strong relationships with international creators, Netflix expanded its non-English content library by 220% in 2024. The company’s international programming now accounts for over 60% of viewing hours globally, demonstrating the effectiveness of its LA-based global content strategy.
New York City: The Media Innovation Hub
New York City serves as the media innovation and business hub, offering unparalleled access to advertising agencies, media conglomerates, and financial backing for entertainment ventures. The city’s ecosystem fosters a unique environment that enables international media firms to establish partnerships with major broadcasters, digital advertising platforms, and media investment firms. Beyond traditional media headquarters, the city’s growing presence of streaming platforms and advertising technology companies offers opportunities for innovative content distribution and monetization strategies.
Challenges
Building credibility within New York’s sophisticated media business community requires significant relationship development and business acumen. The talent market is highly competitive, with firms competing against established media companies and innovative advertising technology startups. Additionally, the high cost of operation can impact project budgets and talent acquisition for international firms establishing operations in the US.
Key Statistics
- Media and advertising services contribute $85 billion to New York City’s economy as of Q4 2024
- Streaming advertising technology in NYC grew by 45% from Q4 2023 to Q4 2024
- Digital media investment deals increased by 32% from 2023 to 2024, particularly in advertising technology
- International media partnerships rose by 28% between January 2023 and December 2024
- The average media technology deal size in NYC reached $15 million in Q4 2024
International Company Success Story
Spotify’s expansion from Sweden demonstrates a successful entry into the New York market. The music streaming platform established its US advertising and partnership headquarters in New York, focusing on programmatic advertising and podcast monetization. By leveraging New York’s advertising ecosystem and establishing key relationships with major brands and agencies, Spotify grew its US advertising revenue by 180% in 2024 while expanding its podcast creator network to over 4 million shows.
Atlanta: The Streaming Production Hub
Atlanta has emerged as “The Hollywood of the South,” offering unique advantages for international media firms focusing on cost-effective production and diverse content creation. The city’s position as a significant business hub for the Southeast, along with its strong film and television production infrastructure, creates abundant opportunities for international content creators. Georgia’s film incentives and Atlanta’s lower operational costs compared to Los Angeles make it particularly attractive for streaming platform content and independent production.
Challenges
International media firms entering Atlanta must navigate several key challenges. Building relationships with the established production community requires understanding Southern business culture and entertainment industry practices. The market demands expertise in leveraging state incentives and managing productions across diverse genres and formats.
Key Statistics
- Film and television production in Atlanta generated $38 billion in economic impact for fiscal year 2024
- Streaming content production grew by 42% from Q4 2023 to Q4 2024, driven by major platform investments
- International production partnerships increased by 35% from January 2023 to December 2024
- The average production incentive value in Georgia reached $1.2 million per project in Q4 2024
- Remote content creation teams grew by 55% across the Atlanta metropolitan region from January 2023 to December 2024
International Company Success Story
ITV Studios (UK) exemplifies successful Atlanta expansion in 2024. The British production company established its US unscripted content hub in Atlanta, focusing on reality and competition programming for streaming platforms. By leveraging Atlanta’s production infrastructure and state incentives while bringing innovative UK formats to the US market, ITV grew its US production output by 180% within 18 months, securing major deals with three streaming platforms for format adaptations.
Emerging Media & Entertainment Hubs
Austin, Texas: The Digital Content Innovation Center
Austin has emerged as a dynamic powerhouse for digital content and gaming entertainment, transforming from a regional music hub into a national center for interactive media and streaming innovation. The city’s meteoric rise has been fueled by major technology companies establishing operations, alongside a thriving creative startup ecosystem that adds over 200 new media companies each quarter. The city’s unique blend of technological innovation, innovative culture, and quality of life has created an environment where media firms can develop cutting-edge content solutions for gaming, podcasting, and interactive streaming experiences.
Key Statistics:
- Digital content creation in Austin grew by 58% from Q4 2023 to Q4 2024, particularly in gaming and podcast production
- Media technology firms in Austin added 3,800 remote creative jobs between January 2023 and December 2024
- Average content production costs in Austin during Q4 2024 were 25% lower than Los Angeles while maintaining high creative standards
- Podcast and audio content production increased by 45% from Q1 2023 to Q4 2024, driven by platform investment
- Interactive media projects grew by 65% between January 2023 and December 2024, particularly in gaming crossover content
Nashville: The Music and Podcast Hub
Nashville’s music industry heritage, comprising over 500 music companies, has created a thriving market for audio content and music-driven entertainment. The city’s expertise spans music production, podcast creation, and audio streaming services. Major record labels and music publishers provide steady opportunities for international content partnerships, while the city’s growing podcast industry creates demand for innovative audio storytelling solutions.
Key Statistics:
- Music and audio content revenue in Nashville grew by 42% from Q4 2023 to Q4 2024
- Podcast production services increased by 58% between January 2023 and December 2024, driven by platform expansion
- Music streaming partnerships expanded by 45% from Q1 2023 to Q4 2024
- The average music-related content project value reached $925,000 in Q4 2024
Denver: The Outdoor and Lifestyle Content Hub
Denver has established itself as the nation’s leading center for outdoor and lifestyle content creation, attracting firms specializing in adventure programming and sustainable lifestyle media. The city’s commitment to environmental storytelling and outdoor recreation has created unique opportunities for content creators focusing on adventure travel, outdoor sports, and environmental documentaries.
Key Statistics:
- Outdoor and lifestyle content production grew by 62% from Q4 2023 to Q4 2024
- Environmental storytelling projects increased by 55% between January 2023 and December 2024
- Adventure content creation expanded by 48% from Q1 2023 to Q4 2024
- International outdoor content partnerships captured 35% of Denver’s adventure media market in fiscal year 2024
US Market Entry Strategies for International Media & Entertainment Firms
The US market offers various entry paths for international media firms, each with distinct advantages depending on your content focus, distribution strategy, and resources. Understanding these options is crucial for developing an effective expansion strategy.
Virtual Office Solutions
For firms testing the market or maintaining a lighter footprint, virtual office solutions offer a professional US presence without the overhead of physical space. This option provides a US business address, mail handling, and virtual reception services, ideal for content distribution and licensing firms operating with remote creative teams.
Find out more about Virtual Offices in the USA
Entity Setup and Management
Establishing a US legal entity provides the most comprehensive market presence and control over content operations. This approach involves incorporating in a chosen state, establishing banking relationships, and managing US tax obligations. While this requires more initial investment and setup time, it offers maximum flexibility for content licensing, production partnerships, and talent acquisition.
Find out more about setting up a US Entity
Employment Options
Professional Employer Organization Services: When expanding into a US entity, firms can manage their US creative workforce through services like Professional Employer Organization (PEO) services. These solutions help manage HR administration, payroll, benefits, and compliance while the firm maintains direct employment relationships with its creative team.
Employer of Record Services: Employer of Record (EOR) services offer a comprehensive solution for hiring US creative talent, particularly for firms without a US entity or those seeking the fastest market entry. Under this model, the EOR legally employs the workers while maintaining operational control over content creation and production activities on a day-to-day basis.
Conclusion
The US media and entertainment market presents unprecedented opportunities for international firms, as evolving consumption patterns and technological innovations continue to reshape the industry. Whether choosing an established hub like Los Angeles, with its production infrastructure, or an emerging center like Atlanta, with its cost advantages, success depends on making informed decisions about market entry methods and understanding regional dynamics.
The widespread acceptance of international content and digital-first distribution has created new opportunities for global firms to test and enter the US market with reduced initial investment. As the market continues to evolve, firms that can adapt quickly while maintaining creative excellence will find substantial opportunities for growth in the world’s most dynamic entertainment market.
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Frequently Asked Questions About US Media & Entertainment Market Entry
Get answers to all your questions and take the first step towards a US business expansion.
Los Angeles offers unparalleled access to major studios, streaming platforms, and established industry networks, making it ideal for firms seeking high-profile partnerships and premium content production. However, operational costs are significantly higher, with creative talent commanding 45% above national averages. Atlanta provides substantial cost advantages with production incentives averaging $1.2 million per project and 25% lower operational costs than LA, while maintaining strong production infrastructure. Austin excels in digital content and gaming entertainment, with 58% growth in digital content creation and lower barriers to entry for innovative streaming formats. The choice depends on your content focus, budget, and target partnerships—traditional entertainment favors LA, cost-effective production benefits from Atlanta, and digital innovation thrives in Austin.
The timeline for establishing meaningful US partnerships has improved significantly, with the average time to first major distribution deal decreasing to 4.5 months in 2024 from 7 months in 2022. However, this varies by market approach and content type. Streaming platforms have accelerated content acquisition processes, while traditional broadcast partnerships may take 6-12 months to develop. International firms achieved a 72% first-year success rate in 2024, up from 58% in 2022, indicating better market understanding and digital-first strategies. Building credibility in entertainment hubs like Los Angeles requires significant relationship development, while emerging markets like Atlanta or Austin may offer faster entry points for specific content types. The key is aligning your timeline expectations with your chosen market entry strategy and content focus.
Virtual office solutions represent the most cost-effective initial approach, providing professional US presence without physical space overhead—ideal for content distribution and licensing firms. This option offers US business addresses, mail handling, and virtual reception services while maintaining remote creative teams. Cross-border digital delivery models have reduced initial market entry costs by 45% compared to traditional expansion methods. For firms ready to hire US talent, Employer of Record (EOR) services provide comprehensive workforce management without establishing a US entity, offering the fastest market entry for content creation teams. Professional Employer Organization (PEO) services work best for firms with existing US entities seeking streamlined HR administration. The most effective approach depends on your immediate needs—virtual offices for market testing, EOR for rapid talent acquisition, or full entity setup for comprehensive long-term operations.
The US streaming market captured $78 billion from international platforms in 2024, with streaming services representing 44.8% of total TV viewership. Los Angeles remains the hub for major streaming platform relationships, with Netflix expanding its non-English content library by 220% in 2024. New York City excels for streaming advertising technology and business development, showing 45% growth in streaming ad tech from 2023 to 2024. Atlanta has emerged as a streaming production powerhouse with 42% growth in streaming content production, driven by state incentives and lower costs. Austin leads in digital content innovation with 58% growth in digital content creation, particularly for gaming and interactive streaming experiences. International firms should consider Los Angeles for platform partnerships, Atlanta for cost-effective production, New York for monetization strategies, and Austin for digital innovation.
International media firms have several effective workforce management options depending on their market entry strategy. Employer of Record (EOR) services offer the fastest path to hiring US creative talent without establishing a US entity, ideal for firms seeking immediate market entry with full operational control over content creation. Professional Employer Organization (PEO) services work best for firms with existing US entities, providing comprehensive HR administration, payroll, and benefits management while maintaining direct employment relationships. For firms testing the market, remote creative teams combined with virtual office solutions minimize overhead while maintaining professional presence. The choice depends on your timeline and commitment level—EOR for rapid market entry, PEO for established operations, or virtual solutions for market testing. In 2024, 42% of new industry hires in Los Angeles came from global sources, while remote content creation teams grew by 55% in Atlanta, indicating strong demand for flexible workforce solutions.
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Complete the form below, and one of our US expansion experts will get back to you shortly to book a meeting with you. During the call, we will discuss your business requirements, walk you through our services in more detail and answer any questions you might have.
