ASMP — American Society of Media Photographers

2018 KeyPoint Intelligence / InfoTrends Professional Photography & Videography Study Findings

By March 13, 2019Strictly Business Blog

Please find below findings from the 2018 Professional Photography and Videography Study Analysis Report provided by Keypoint Intelligence – InfoTrends. This survey was conducted via a web-based questionnaire that was issued in the US from October 2 to 24, 2018. Participation was voluntary and participants included members of the American Society of Media Photographers (ASMP), National Press Photographers Association (NPPA), Professional Photographers of America (PPA), Madavor Media, Videomaker magazine, a high-end digital camera vendor; and InfoTrends’ own list of professional photographers. A total of 1,855 qualified responses were received (1,715 pro photographers and 712 pro videographers). To qualify for participation in this survey, respondents were required to be US residents who took photographs and/or videos for a professional fee.

Keypoint Intelligence – InfoTrends has been studying the professional photography market for over a decade. One significant trend that we have been following is the overlapping of the professional photography and videography markets. As a result, we have expanded our coverage of the professional video market.

While some things remain the same, there continues to be changes in various areas of this industry. This year’s study reveals that the market leaders retain their top positions in their respective markets. Spending on photo equipment purchases in the past year was down, but spending was up for video equipment. Pros expect to continue to invest in new fullframe DSLRs and mirrorless cameras in 2019. Equipment rental continues to generate revenue, with about one-quarter of professional photographers and less than ten percent of videographers renting equipment in the last year.

Opportunities exist for sales of workflow and editing software, full-frame DSLRs and mirrorless cameras, drones/aerial cameras, lenses, and photo merchandise. While video services are still not something that the majority of professional photographers offer to their clients, we believe that it is a question of when they should begin versus if they should. Whether professional photographers shoot video themselves, hire someone to shoot video for them, or refer clients to a pro videographers, they should have an answer available.

Key Findings

The market leader board remains unchanged.

  • Canon (51%) and Nikon (45%) are the leading ILC brands owned. Sony is third, but has seen its share grow from 9% in 2015 to 15% in 2018
  • Phase One is the leading brand of medium format camera owned
  • Adobe is the leading photo and video editing software vendor
  • Epson leads the in-house printer market

71% of pros purchased still photography equipment in the past 12 months and spent an average of $4,608, with a median of $3,000. Around 23% of pros purchased video equipment and spent an average of $4,821, with a median of $1,000.

25% of pros rented still photography equipment and spent an average of $1,027. About 9% of pros rented video equipment and spent an average of $1,814.

60% of pro photographers expect to purchase some equipment or software in 2019. Full-frame DSLRs (45%), full-frame mirrorless cameras (35%), and workflow/image editing software (32%) top the list for these potential buyers.

Full-frame mirrorless cameras jump to second place from fourth last year. The introduction of full-frame mirrorless cameras from Canon and Nikon are likely major drivers behind this change.

Read more in Analysis Report


Image: Pixabay

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