Burbank’s entertainment industry is experiencing a notable shift as internet content producers emerge as a significant driver of growth amid a broader decline in traditional film and television production. Several prominent digital media companies have established or expanded operations in the city, reinforcing Burbank’s long-standing identity as a media hub even as the nature of content creation evolves.

Among those investing in Burbank are Rhett McLaughlin and Link Neal’s Mythical Entertainment, along with Alan Chikin Chow, whose scripted YouTube series “Alan’s Universe” recently moved to a new 10,000-square-foot facility in the city. These developments highlight a surge in internet-based production activity, which recorded a 47% increase in shoot days during the second quarter compared with the same period last year, according to FilmLA, an organization that tracks filming in the Los Angeles area. This rise contrasts with a 13% decline in overall on-location shooting across the region.

“Being ‘Media City’ remains accurate for Burbank; we are just a different kind of media now,” said Katelyn Hempstead, executive coordinator for Smosh, a digital content company owned by pioneering YouTubers Ian Hecox and Anthony Padilla. Smosh produces up to 10 hours of online content weekly, spanning sketch comedy, games, and challenges across multiple channels.

The growth in digital content production supports the local economy by generating work and demand for equipment rentals and other services, according to FilmLA spokesperson Philip Sokoloski. Patrick Prescott, Burbank’s community development director, noted that the creator economy has contributed to entertainment employment gains over the past six years, although the city does not provide specific job category breakdowns.

Most internet creators lease flexible industrial spaces, particularly in the airport district, where rates range from $1.65 to $2.81 per square foot. However, the overall downturn in traditional studio productions has left many soundstages underutilized, creating opportunities for digital producers to secure these spaces at discounted rates. Sam Glendon, an industrial broker active in such transactions, said that while this clientele remains niche, interest in YouTube creators and their audiences has increased markedly in recent years.

For creators, owning studio space offers greater agility and allows them to meet the demands of platforms like YouTube, which prioritize frequent content updates. Chow’s move to a dedicated Burbank studio reflects this trend, as does the increasing collaboration between digital producers and major streaming platforms. In July, Mythical Entertainment and Chow secured deals with Netflix to stream their shows alongside their YouTube releases. Similarly, Dhar Mann Studios, a large Burbank-based digital production company, recently finalized a 20-episode deal with Disney, following a previous agreement with Fox Entertainment.

Dhar Mann Studios, founded in 2018, operates a 125,000-square-foot facility with three soundstages that accommodate a variety of sets simulating everyday locations. The company currently leases its Burbank space but has invested $23 million this year in a new 108,000-square-foot production campus in Chatsworth, with plans to relocate by 2027. CEO Sean Atkins described the evolving relationship between traditional media companies and digital creators as a “messy middle” that defies easy categorization.

Despite the growth of digital production, most work in this sector remains non-union and typically offers lower pay compared with traditional film and television jobs. Industry unions including SAG-AFTRA and the Motion Picture Editors Guild are negotiating new contracts tailored to the digital media landscape. Some workers, such as editor Austin Scott, have accepted the trade-offs of lower wages and longer hours to gain employment amid a scarce job market. Scott recently secured an editing position on a YouTube series produced by Kevin Hart’s Hartbeat, earning $3,500 a week—below the usual pay for comparable TV projects but welcomed in a competitive environment.

The expansion of internet content production in Burbank thus reflects both the challenges facing the conventional entertainment sector and the adaptation of the local industry to new forms of storytelling and distribution. This digital media growth presents fresh economic opportunities while reshaping the city’s media landscape.