Report overview from the 2025 State of the Photography Industry survey.
April 16th, 2025
The photography industry is constantly evolving; motivated by new technologies, changing market demands, and the growing needs of both photographers and their clients. Now, in its sixth year, our State of the Photography Industry survey carries out an in-depth examination on how photographers are adapting. The insights gathered this year go beyond numbers—they tell the story of an industry in flux. From shifting revenue streams to the role of AI, this report captures how photographers are navigating change, finding new opportunities for growth, and redefining success on their own terms.
We examined a range of topics during this year’s study:
Demographics, employment, and equipment trends.
From a rise in full-time self-employed photographers to the surprising popularity of drones over smartphone cameras, could these trends be the start of a new revolution in the industry? Are mirrorless cameras still on an upward trajectory?
A more inclusive look at the industry.
What’s the secret to success in an evolving economic climate? Our analysis revealed how photographers are adapting to an unpredictable market to achieve financial stability.
Business structure and workflow.
Personal one-on-one interactions play an influential role in maximizing revenue for photographers. Our survey shows that key moments in the client experience, like viewing appointments and in-person sales, can have a significant impact on the bottom line. Discover how to strategically decide when to meet in person and when to communicate asynchronously.
Business performance in 2024.
In 2024 the industry experienced growth, with fewer photographers closing their businesses and more new ones starting up. With the cost of doing business on the rise, finding ways to differentiate yourself and adjust your pricing is crucial to maintaining profitability. Learn how changing your professional game plan can help you succeed in an increasingly competitive market.
AI in the industry.
Artificial Intelligence (AI) is transforming the way photographers work. But how can AI help you spend more time behind the camera and less in front of a computer screen? From editing images to simplifying photo management, AI is unlocking huge productivity gains for photographers across all areas of the business.
Education and community.
Success in the photography industry is about creativity and community. Connecting with peers and sharing knowledge is key to staying ahead of the game.
View the full report.
The 2025 survey collected insights from over 4,500 photographers in more than 70 countries.
The 6th annual Zenfolio survey highlights the incredible adaptability and creativity of photographers across the industry. Even with an unpredictable economic market, substantial technological advancements, and the evolving needs and expectations of clients, photographers continue to innovate and create beautiful work. As we move forward in this ever-changing landscape, let’s take these findings to heart and renew our belief in our collective strength to face challenges and emerge more resilient than ever.
It takes a community…
As we discovered in our 2025 report, the photography industry is, above all, a community. And this survey could not have been possible without the unwavering support of our amazing sponsors who helped us gather responses from thousands of photographers all over the world.
Zenfolio, owner of the State of the Photography Industry survey, where professional photographers organize, protect, deliver, showcase, and sell their photos–all in one platform. Simple when it needs to be and powerful when it counts, Zenfolio is built for photographers at every stage of their journey.
ShootProof features beautiful photo galleries, simple selling solutions, and powerful studio management tools. ShootProof streamlines photo delivery, proofing, and sales so photographers can do what they do best.
Format is an online portfolio platform streamlined for creative professionals. Specializing in the needs of photographers, artists, and designers Format’s easy-to-use design editor provides the customization needed to stand out in a saturated market. Design-forward templates allow creatives to show up as the experts they are, to create a record of their practice, illustrating the value of their work and helping them attract more exclusive clients, while file transfers, shareable galleries and e-commerce tools elevate the client delivery experience allowing members more time to focus on their craft.
Professional Photographers of America (PPA) is the world’s largest non-profit photography organization, founded back in 1868. PPA’s mission is to create a vibrant community of successful professional photographers by offering educational resources and upholding industry standards of excellence. PPA supports and encourages 35,000+ members across 70+ countries to build sustainable, profitable businesses while elevating their photography skills.
The National Association of Portrait and Child Photographers (NAPCP) is a member-based association that promotes and supports the artistry and integrity of professional portrait and child photographers, offering a platform for connection, learning, and growth within the industry.
State of the Photography Industry: Capturing the evolution of photography since 2021.
The State of the Photography Industry survey began as a mission to capture the changes shaping the photography world. Today, it stands as a definitive record of the industry’s evolution—empowering photographers with the insights they need to succeed and grow their business.
Survey 1 | March 2021
State of Photography Industry: Impact of COVID-19
State of the photography industry report from the perspective of active photographers. While addressing the decline of business within the last year, it also highlighted 2021 and what segments were already seeing a recovery.
Survey 2 | May 2021
State of Photography Industry: A Still-Struggling Photography Business Landscape
Clear positive trends were revealed in the weeks following a February preliminary COVID-impact survey that indicated heavy losses and a slow start to 2021. In May, the Zenfolio team noticed a marked increase in e-commerce activity on their platform and quickly deployed what has become a recurring survey exploring the current state of the photography industry.
Survey 3 | April 2022
State of the Photography Industry: Emerging Back Into The Light
Following a survey of global photographers in March of 2022, trends clearly showed that the industry was emerging from the fog of COVID as many aspects of society and business returned to normal.
Survey 4 | April 2023
State of the Photography Industry: Thriving In The Ever-Evolving Photography Industry
The State of the Photography Industry held in early 2023 provided insight into industry trends, coping with inflation, how photographers package and market their services, and sentiments about AI.
Survey 5 | April 2024
State of the Photography Industry: Exploring Products, Revenue, and the AI Revolution
Explore insights from our comprehensive survey in the 2024 State of the Photography Industry report. Discover key trends, challenges, and opportunities that shaped photographers’ experiences, equipment preferences, and business strategies in the dynamic landscape that led to last year’s findings.
