The 2025 State of the Photography Industry Survey is Here

Since 2021, the Zenfolio State of the Photography Industry survey has examined the latest trends affecting working photographers, their tools, and what we can learn from the challenges others face in the industry. Now in its sixth year, the 2025 State of Photography Industry Survey continues to provide these insights and includes what you, the working photographer, can do to thrive in the year ahead.

The Importance of Adapting and Being Flexible

In 2024, the number of respondents who identified as full-time, self-employed photographers increased. The largest specialty in growth was in the Baby/Children’s Photography specialty, growing 2.57% over the last year. Additionally, if you’re one foot in and one foot out, you likely shuttered your photogr­aphy side hustle over the last year. The survey reflects a decrease in respondents who identified as part-time photographers, suggesting that you’re likely to see better results by going all-in.

However, the number of photography professionals who noted that they specialize in one or more niches (e.g., weddings and real estate, children’s portraits, sports, etc.) was more telling. That speaks volumes as to the current state of photography for working pros – while budgets and demand for certain types of photography seem to be in decline, like weddings and editorial, the photographers that can pivot or more importantly adapt to changing demands can thrive and secure new streams of income in niches that they would not have necessarily tried in years past.

The 2025 State of Photography survey shows photographers that there can be success in stepping out of their comfort zone:

Don’t be scared to try out gigs that you haven’t done before. It’s all about stepping out of your comfort zone! Your technical skills and creative eye will transfer across any type of photography. These strange new ventures could become steady revenue streams during your slower periods.

2025 State of the Photography Industry

Building Connections and the Importance of Face-to-Face Interactions

The more things change, the more they stay the same—at least that’s what I find when I examine the data from this year’s survey. Photography has always been an interpersonal business; at the end of the day, you’re working with other human beings, and it’s no surprise that face-to-face interactions are helping to boost revenue for photographers. If nothing else, it’s a reminder that we should be open to shaking hands, making new connections – these may be your next client or referral.

The Price of Photography

The price of “eggs” has always been on the mind of the working photographer. While we all know that pressing a shutter is an expensive profession, the 2025 State of the Photography Industry survey puts some hard numbers behind the sentiment. In 2024, the average photography business costs increased between 6% and 10%; in response, 30% to 37% of those surveyed also increased their prices to cover the costs. While some of these increases could be straight increases in a rate card, many photographers are getting creative by adding “print credits” to their pricing, helping to close the gap between increased business costs and profitability. In short, don’t be afraid to raise your prices.

The Working Pro and AI

Technology and Photography have been intertwined since the camera’s inception, so it’s no surprise that the current trend of AI and AI-based tools is on the minds of most photographers. Over 50% of photographers surveyed stated they have mixed feelings about AI and LLM (large language model) technology in photography, even as their prevalence and adoption grow within the industry.  

It’s no surprise that most photographers adopting AI-based tools largely use them for business-related functions, like drafting social media copy, creating image captions, or writing blog posts. While many companies are trying to position AI-based tools as supplementing or even replacing creative work, creative professionals are really looking for better writing and marketing tools.

The State of Photography

As we approach the second half of 2025, it’s important to remember that photography and other creative professions are primarily about human connection and our ability to adapt quickly to changing environments. Regardless of the economic situation or the social changes we’re experiencing, the power of a photographer’s ability to show up and deliver for their clients speaks to the industry’s resiliency. You can read the full survey here.