Reviewed by Joanne M. Farquharson · Last reviewed: October 19, 2026
This article is for general information only and does not constitute legal, tax, or HR advice. Consult a qualified professional for your situation.
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. The US is the world’s largest entertainment and media 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, as streaming services and digital platforms keep growing. 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. Streaming now accounts for a larger share of US TV viewing than broadcast or cable, according to Nielsen’s The Gauge.
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.
What this means for international media firms
- US audiences are increasingly open to international content, from subtitled drama to global music.
- Streaming platforms license and commission content from around the world, which creates new routes into the US market.
- Cross-border digital delivery can lower the cost of testing the US market before you hire locally.
These shifts are 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 high pay, and senior producers and showrunners often expect 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
- Los Angeles is home to the major studios and many streaming platforms
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 a steady flow of graduates. The city also attracts experienced creators from around the world.
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 has built a large library of non-English content, and international programming now makes up a significant share of its viewing.
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
- New York is the centre of the US advertising and media business
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 has built a significant US advertising and podcast business from its New York base.
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
- Georgia’s film tax credit has made Atlanta a major production hub
International Company Success Story
British production companies have used Atlanta’s infrastructure and state incentives to adapt UK formats for US audiences.
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:
- Austin is strong in gaming, podcasting and digital 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:
- Nashville is the centre of the US country music industry and a growing audio hub
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:
- Denver suits outdoor, lifestyle and adventure content
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.
Ready to take the next step?
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 and creative pay are significantly higher. Atlanta offers cost advantages through Georgia’s production incentives while maintaining strong production infrastructure. Austin excels in digital content and gaming, with lower barriers to entry for new 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 time to a first major distribution deal 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. 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. 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.
Streaming now leads US TV viewing. Los Angeles remains the hub for major streaming platform relationships. New York City excels for streaming advertising technology and business development. Atlanta has become a major production centre, driven by state incentives and lower costs. Austin leads in digital content, particularly gaming and interactive 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.
GET IN TOUCH
Contact Us
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.
