Despite headwinds in Hollywood and ongoing industry disruption, the creative economy in California continues to prove its importance—both as a national leader and as a source of high-paying, high-skill jobs. That’s according to the 2025 Otis College Report on the Creative Economy, a wide-ranging study that analyzes employment, wages, regional trends, and the evolving roles within the Golden State’s creative sectors.
Now in its 17th year, the report—authored by Westwood Economics & Planning Associates—remains a vital resource for policymakers, educators, industry leaders, and artists.
A Shifting Landscape, but Steady Leadership
California’s creative economy shrank slightly in 2024, losing 6,700 jobs—a 0.9% contraction. Yet it still directly employs over 760,000 people, with an average annual salary of $191,000, more than twice the state’s overall average. When factoring in the ripple effect of creative workers’ spending, the sector supports nearly 1 in 10 jobs statewide.
California continues to lead the nation across nearly all creative disciplines:
- 37% of U.S. jobs for independent artists, performers, and creators are based in California.
- 35% of national film, TV, and sound jobs remain anchored here, largely in Los Angeles.
- 23% of all new media jobs, including those at major social platforms, are based in the state.
Winners and Losers: LA Up, SF Down
Los Angeles posted the largest regional job growth in 2024, adding 8,778 creative jobs—most of them in the film, TV, and sound sector, which bounced back post-strikes with 14,000 new positions. However, LA also saw losses in fashion, manufacturing, and traditional media, reflecting continued instability in those areas.
San Francisco, by contrast, lost 19,265 creative jobs, the most in the state. These losses were largely concentrated in new media, where social platforms cut staff despite continued profitability. Without the losses in San Francisco, California’s overall creative economy would have grown last year.
Film and TV: Recovering, But Not Fully Back
Despite being the top growth area in 2024, the film and TV industry is still down 25% compared to its 2022 peak. The number of shoot days in LA was down 42%, revealing that while some jobs returned, overall production remains far below pre-strike levels.
The era of “Peak TV” has passed. Streaming services, after years of overproduction, have pulled back to control spending, leading to fewer greenlights and more competition for available work.
Fine Arts: The Silent Growth Engine
While film and new media get the spotlight, fine arts is quietly thriving. The sector has added jobs for two straight years and is now one of California’s fastest-growing creative industries.
The strongest gains came from fine arts education. Art schools accounted for 75% of the five-year growth in this sector. California now produces 22% of the nation’s fine arts graduates, with five of the top 15 fine arts schools located in the Los Angeles area alone.
Creative Workers: Smarter, More Specialized—and Better Paid
Creative professionals in California are among the most educated in the country. In 2023:
- 64% held college degrees, compared to 42% of the general state workforce.
- In new media, that figure jumps to 87%.
This education premium correlates directly to wages. On average, creative economy jobs in California pay:
- $191,000/year, compared to the national creative average of $99,000/year.
- Some sectors, like new media, now average over $400,000/year.
That said, the rise in high-paying, high-skill jobs has pushed out lower-skill, lower-wage work. As creative work becomes more technical and education-intensive, there’s a growing need for reskilling and workforce development programs to ensure broader access.
Looking Ahead: A New Creative Chapter
California remains the heart of the U.S. creative economy. Even with job losses in recent years, the state’s share of creative employment remains stable—and in some categories, it’s expanding. From streaming and gaming to the creator economy and fine arts education, California continues to lead with innovation and scale.
Still, Otis College warns of a shift: as the creative economy grows more complex, the path to participation must be widened. Equity, accessibility, and education will determine who gets to thrive in the next chapter of this powerful economic engine.
To read the entire report, click below:
REELated:
Paramount agrees to merge with Skydance
