Average Return From iStockphoto

Posted on 10/17/2011 by Jim Pickerell | Printable Version | Comments (4)

The first thing everyone wants to know about microstock is how much the average person earns licensing images at those prices.

At the 3rd annual StockinRussia conference at the end of September Dittmar Frohman of iStockphoto said that iStock is now paying out $1.9 million a week in royalties. That number has been rising steadily. Let’s assume that the average for the year will be $1.9 million per week. That works out to a payout of about $8.2 million per month.

iStock has over 100,000 contributors so the average contributor earns about $82 a month or $984 per year. Of course many contributors earn almost nothing and a few earn hundreds of thousands per year. Thus, the average figure is probably meaningless. With a collection of over 7 million images, and a payout of $8.2 million per month then the average payout per image in the collection is about $1.17 per image per month.



The payout per image downloaded tends to be in the range of $1.30 for non-exclusive contributors and ranges from about $4.00 to over $8.00 per download for those who are exclusive.

To understand the potential for any individual we need to take a closer look at the top earners. In July I tracked the number of downloads of 196 of the top contributors over a 25 month period. Of these contributors 49 are non-exclusive with iStock and the rest are exclusive.



Keep in mind that a relatively small number of contributors are able to reach the top levels or earnings. For more about earning also "iStocphoto: Sales Down, Revenue Up" and "Microstock Income Potential - 2010 Figures."

Based on these statistics the amount earned has very little to do with the number of images in the collection and much more with the subject matter (type of imagery produced) and the quality. It is also interesting to note that on average the graphic artists seem to make many more sales per image in the collection than is the case with photographers.

Misconception



There is also a misconception that the people with high earnings in microstock have contributed a huge number of images to the collections. Using the figures from my July semi-annual analysis of top producers, I found that the number of downloads per image in the database vary greatly. Over the 25 month period studied the averages range from 2 downloads per image in file to 400 downloads. Of this group 33 individuals have 50 or more downloads per image in file during the period.

It is also worth noting that the individuals who have the most downloads per image in the collection tend to have the smallest files and those with the most images in the collection tend to have the fewest downloads pre image in file. Clearly quantity is not the answer. Instead, the key to success is quality of “the right subject matter.” Anyone seriously interested in earning significant revenue from stock images needs to examine the kind of subject matter and the quality of the imagery that those with the most downloads produce.

I would also like to challenge RM shooters to look at the total number of licenses they have had over the past 25 months and compare that to the total number of images they have available online. I believe very few, if any, will have had as many sales as they have images in their online collection. For most the number of sales will be a very small fraction of 1.

The following will provide some explanation of the chart below which shows the number of downloads in a 25 month period for each contributor listed.
    Column 1 – is the order in terms of total downloads that the contributors were in as of July 1, 2011
    Column 2 – Contributors name
    Column 3 – Total images in the collection as of July 1, 2011.
    Column 4 – Total downloads as of June 1, 2009
    Column 5 – Lowest possible number of downloads as of July 1, 2011
    Column 6 – Highest possible number of downloads as of July 1, 2011
Next we determined the Low and High numbers that represent the actual number of images downloaded during the 25 month period between June 1, 2009 and July 1, 2011.
    Column 7 – Lowest possible number of downloads was determined by subtracting Column 4 from Column 6.
    Column 8 – Highest possible number of downloads was determined by subtracting Column 4 from Column 5.
Columns 9, 10 and 11 relate to the number of downloads per image that the contributor has in the collection. Obviously, these numbers are not totally accurate because each contributor was adding images throughout the 25-month period. For the purpose of our calculations we used the number in the collection at the end of the period. Nevertheless, the numbers should reflect the relative activity of one contributor’s collection to those of the others.
    Column 9 – Lowest number of downloads-per-image-on-file as of July 1, 2011 for the 25-month period. This number was determined by dividing column 7 by column 3.
    Column 10 – Highest number of downloads-per-image-on-file as of July 1, 2011 for the 25-month period. This number was determined by dividing column 8 by column 3.
    Column 11 – Average number of downloads-per-image-on-file as of July 1, 2011 for the 25-month period. This number was determined by finding the average of column 9 and 10.


1 2 3 4 5 6   7 8   9 10 11
    2011   July 1 July 1   25 DL 25 DL        
July   Images Jun 1 2011 DL 2011 DL   per Month per Month        
2011   On File 2009 Low High   Low High   Low High Average
1 Yuri Arcurs 7995 594990 1100000 1200000   505010 605010   63 76 69
2 Lise Gagne 7542 862623 1100000 1200000   237377 337377   31 45 38
3 DNY59 8004 524961 910000 920000   385039 395039   48 49 49
4 sjlocke 10541 479968 770000 780000   290032 300032   28 28 28
5 hidesy 15746 492118 650000 660000   157882 167882   10 11 10
6 jhorrocks 6311 305831 480000 490000   174169 184169   28 29 28
7 alexs1 5948 180112 430000 440000   249888 259888   42 44 43
9 Nikada 7837 164874 330000 340000   165126 175126   21 22 22
10 duncan1890 7977 239456 330000 340000   90544 100544   11 13 12
12 nico blue 3411 261541 320000 330000   58459 68459   17 20 19
15 blackred 4197 229561 310000 320000   80439 90439   19 22 20
16 sodafish 748 225267 300000 310000   74733 84733   100 113 107
20 skodonnell 2628 163314 270000 280000   106686 116686   41 44 42
21 webphotographeer 11113 128050 270000 280000   141950 151950   13 14 13
22 Andresr 3545 154181 260000 270000   105819 115819   30 33 31
23 4x6 13919 177865 250000 260000   72135 82135   5 6 6
26 jgroup 1857 136287 240000 250000   103713 113713   56 61 59
27 peepo 8194 110951 240000 250000   129049 139049   16 17 16
28 enjoynz 2498 121941 240000 250000   118059 128059   47 51 49
32 Neustockimages 7228 54329 220000 230000   165671 175671   23 24 24
33 kirstypargeter 4015 171687 220000 230000   48313 58313   12 15 13
34 mammamaart 1309 182840 220000 230000   37160 47160   28 36 32
36 sdominick 5491 173114 220000 230000   46886 56886   8 10 9
37 Cimmerian 3029 173971 220000 230000   46029 56029   15 18 17
38 AndrewJohnson 5552 122507 210000 220000   87493 97493   16 18 17
39 GlobalP 6652 97763 210000 220000   112237 122237   17 18 18
40 shironosov 5476 87278 210000 220000   122722 132722   22 24 23
41 bubaone 14104 132132 210000 220000   77868 87868   6 6 6
43 Mlenny 8756 149220 200000 210000   50780 60780   6 7 6
44 mstay 5558 123537 190000 200000   66463 76463   12 14 13
45 YinYang 7193 93643 180000 190000   86357 96357   12 13 13
46 aldomurillo 5288 88136 180000 190000   91864 101864   17 19 18
47 kcline 2294 137885 180000 190000   42115 52115   18 23 21
48 filo 2862 123597 180000 190000   56403 66403   20 23 21
49 Kativ 2157 132882 180000 190000   47118 57118   22 26 24
50 enot-poloskun 383 116729 180000 190000   63271 73271   165 191 178
51 sx70 2140 168611 180000 190000   11389 21389   5 10 8
53 narvikk 2220 91257 170000 180000   78743 88743   35 40 38
54 digitalskillet 5294 83308 170000 180000   86692 96692   16 18 17
55 bluestocking 916 111199 170000 180000   58801 68801   64 75 70
56 A-Digit 3826 116960 170000 180000   53040 63040   14 16 15
57 geopaul 2250 106546 170000 180000   63454 73454   28 33 30
58 LUGO 4236 104464 170000 180000   65536 75536   15 18 17
61 appleuzr 978 124940 160000 170000   35060 45060   36 46 41
62 RapidEye 8015 76389 150000 160000   73611 83611   9 10 10
63 pixdeluxe 7298   150000 160000   150000 160000   21 22 21
65 Grafissimo 3759 109274 150000 160000   40726 50726   11 13 12
68 billnoll 3587 90097 150000 160000   59903 69903   18 19 18
69 Juanmonino 12964 65718 140000 150000   74282 84282   6 7 6
71 ooyoo 3599 89233 140000 150000   50767 60767   14 17 15
72 TommL 1887 65829 140000 150000   74171 84171   39 45 42
73 jacomstephens 2536 91925 140000 150000   48075 58075   20 23 21
74 Palto 1984 68068 140000 150000   71932 81932   36 41 39
75 aldra 7656 115125 140000 150000   24875 34875   3 5 4
76 AVTG 2196 99335 140000 150000   40665 50665   18 23 21
77 nyul 3766 79644 140000 150000   60356 70356   16 19 17
78 aleksandarvelasevic 414 99154 140000 150000   40846 50846   99 123 111
79 joshblake 1725 113515 140000 150000   26485 36485   15 21 18
81 tacojim 4334 104293 140000 150000   35707 45707   8 11 9
82 skynesher 8297   130000 140000   130000 140000   16 17 16
83 laflor 9374   130000 140000   130000 140000   14 15 14
84 THEPALMER 8388 87288 130000 140000   42712 52712   5 6 6
85 MorganL 6156 53598 130000 140000   76402 86402   12 14 13
80 kemie 1019 125507 140000 150000   14493 24493   14 24 19
86 LeggNet 7673 71106 130000 140000   58894 68894   8 9 8
87 mbbirdy 5132 80262 130000 140000   49738 59738   10 12 11
88 stevecolesccs 1751   130000 140000   130000 140000   74 80 77
90 russelltatedotcom 2518 93222 130000 140000   36778 46778   15 19 17
91 browndogstudios 999 79690 130000 140000   50310 60310   50 60 55
92 jsmith 586 102365 130000 140000   27635 37635   47 64 56
93 barsik 2296 114025 130000 140000   15975 25975   7 11 9
94 fpm 454 89938 130000 140000   40062 50062   88 110 99
95 Maliketh 724 82791 130000 140000   47209 57209   65 79 72
96 snapphoto 4343 89597 130000 140000   40403 50403   9 12 10
97 Elenathewise 6302 58063 120000 130000   61937 71937   10 11 11
98 Floortje 4635 63257 120000 130000   56743 66743   12 14 13
100 ULTRA GENERIC 2563 83541 120000 130000   36459 46459   14 18 16
101 Sportstock 3148 74732 120000 130000   45268 55268   14 18 16
102 Graffizone 4137 94406 120000 130000   25594 35594   6 9 7
103 PeskyMonkey 7749 49984 120000 130000   70016 80016   9 10 10
104 PhotoEuphoria 5126 102668 120000 130000   17332 27332   3 5 4
106 molotovcoketail 554 98477 120000 130000   21523 31523   39 57 48
108 koun 233 60690 120000 130000   59310 69310   255 297 276
109 TriggerPhoto 2702 87620 120000 130000   32380 42380   12 16 14
110 pagadesign 4514   110000 120000   110000 120000   24 27 25
111 asiseeit 8358   110000 120000   110000 120000   13 14 14
112 Stockphoto4U 4617 50216 110000 120000   59784 69784   13 15 28
113 francisblack 1003 56446 110000 120000   53554 63554   53 63 117
114 dlewis33 3826 74139 110000 120000   35861 45861   9 12 11
115 kate_sept2004 4370 60058 110000 120000   49942 59942   11 14 12
116 eyeidea 2789 70358 110000 120000   39642 49642   14 18 16
117 Vasko 3708 82983 110000 120000   27017 37017   7 10 9
118 ImagineGolf 3203 78161 110000 120000   31839 41839   10 13 12
119 kycstudio 1929 76449 110000 120000   33551 43551   17 23 20
121 duckycards 3038 81296 110000 120000   28704 38704   9 13 11
122 M-I-S-H-A 1369 88388 110000 120000   21612 31612   15 23 19
123 buzbuzzer 1863 78283 110000 120000   31717 41717   17 22 20
124 Viorika 1861 73252 110000 120000   36748 46748   20 25 22
125 abzee 4015 80102 110000 120000   29898 39898   7 10 9
126 iofoto 1573 60250 110000 120000   49750 59750   32 38 35
127 nano 958 90332 110000 120000   19668 29668   21 31 26
128 RBFried 2868 84859 110000 120000   25141 35141   9 12 11
130 andipantz 6572 89000 100000 110000   11000 21000   2 3 2
131 leezsnow 3605 66441 100000 110000   33559 43559   9 12 11
132 DomenicoGelermo 4227   100000 110000   100000 110000   24 24 25
133 Jbryson 5086 58172 100000 110000   41828 51828   8 10 9
134 EricHood 4848 56665 100000 110000   43335 53335   9 11 10
135 robynmac 3323   100000 110000   100000 110000   30 33 32
136 diego_cervo 3110   100000 110000   100000 110000   32 25 34
137 johnwoodcock 2669 72405 100000 110000   27595 37595   10 14 12
138 PIKSEL 4334 76540 100000 110000   23460 33460   5 8 7
139 konradlew 1480 69372 100000 110000   30628 40628   21 27 24
141 lovleah 4059 84521 100000 110000   15479 25479   4 6 5
142 ZoneCreative 2885 48753 100000 110000   51247 61247   18 21 19
143 akurtz 1387   100000 110000   100000 110000   72 79 76
144 kickstand 1311 85552 100000 110000   14448 24448   11 19 15
145 scottdunlap 358 61141 100000 110000   38859 48859   109 136 123
146 rzdeb 1633 82415 100000 110000   17585 27585   11 17 14
148 Art-Y 690 90003 100000 110000   9997 19997   14 29 22
149 ggodby 594 90112 100000 110000   9888 19888   17 33 25
150 gmnicholas 3849 84221 100000 110000   15779 25779   4 7 5
151 Leontura 1892 69527 100000 110000   30473 40473   16 21 19
152 Veni 1296 71231 100000 110000   28769 38769   22 30 26
153 LajosRepasi 1443   100000 110000   100000 110000   69 76 73
154 loooby 1185 62066 100000 110000   37934 47934   32 40 36
155 tomazl 3276 81870 100000 110000   18130 28130   5 9 7
156 redmal 480 74892 99000 100000   24108 25108   50 52 51
159 PLAINVIEW 621 61059 98000 99000   36941 37941   59 61 60
160 phildate 4668 68257 98000 99000   29743 30743   6 7 6
161 Eraxion 5832 50023 98000 99000   47977 48977   8 8 8
162 LPETTET 3373 75603 97000 98000   21397 22397   6 7 6
163 NickS 1763 71511 97000 98000   25489 26489   14 15 15
164 jangeltun 859 62824 96000 97000   33176 34176   39 40 39
165 MarsBars 1015 45240 95000 96000   49760 50760   49 50 50
166 H-gall 497   95000 96000   95000 96000   191 193 192
167 ftwitty 2654 69594 95000 96000   25406 26406   9 10 10
169 photomorphic 1847   94000 95000   94000 95000   51 51 51
170 belterz 4075 69801 94000 95000   24199 25199   6 6 6
171 lucato 6971 72390 94000 95000   21610 22610   3 3 3
172 DSGpro 2161 46180 94000 95000   47820 48820   22 23 22
173 ArtisticCaptures 2910   93000 94000   93000 94000   32 32 32
175 simonox 8362 74220 91000 92000   16780 17780   2 2 2
177 chuwy 1248 58721 89000 90000   30279 31279   24 25 25
178 aabejon 3740 63147 89000 90000   25853 26853   7 7 7
179 subjug 554 52707 89000 90000   36293 37293   66 67 66
181 Natural_Warp 1131 80398 88000 89000   7602 8602   7 8 7
182 deliormanli 1651   87000 88000   87000 88000   53 53 53
183 onurdongel 653 57621 87000 88000   29379 30379   45 47 46
184 mammuth 2603 45220 86000 87000   40780 41780   16 16 16
185 evirgen 523 57100 86000 87000   28900 29900   55 57 56
186 sandocir 683   86000 87000   86000 87000   125 127 127
187 1001nights 13658   85000 86000   85000 86000   6 6 6
188 simonkr 19165   85000 86000   85000 86000   4 4 4
189 Illustrious 496 62632 85000 86000   22368 23368   45 47 46
190 Paha_L 4459 57822 83000 84000   25178 26178   6 6 6
191 davidf 4679 62288 83000 84000   20712 21712   4 5 5
192 BlackJack3D 433 48490 83000 84000   34510 35510   80 82 81
194 matka_Wariatka 8342 50555 82000 83000   31445 32445   4 4 4
195 Blueberries 2689 56879 82000 83000   25121 26121   9 10 10
196 vm 3467   82000 83000   82000 83000   24 24 24
197 thesuperph 1404   82000 83000   82000 83000   58 59 59
198 penfold 959 62863 82000 83000   19137 20137   20 21 20
199 Bim 2018   81000 82000   81000 82000   40 41 40
200 Franck-Boston 3043   81000 82000   81000 82000   27 27 27
202 prill 8596 53622 80000 81000   26378 27378   3 3 3
205 Kameleon007 12780 48615 79000 80000   30385 31385   2 2 2
206 Petrovich9 196   78000 79000   78000 79000   398 403 400
207 CTRd 587   78000 79000   78000 79000   133 135 134
209 arsenik 4718 48405 77000 78000   28595 29595   6 6 6
210 slobo 3947   77000 78000   77000 78000   20 20 20
211 RonTech2000 2194 45372 77000 78000   31628 32628   14 15 15
212 danielle71 490 68754 77000 78000   8246 9246   17 19 18
213 sisoje 7378   77000 78000   77000 78000   10 11 11
214 YanC 2694 50357 77000 78000   26643 27643   10 10 10
215 da-kuk 2224   76000 77000   76000 77000   34 35 34
216 chictype 683 49909 75000 76000   25091 26091   37 38 37
217 exdez 1389 57928 75000 76000   17072 18072   12 13 13
218 sweetym 240 57057 75000 76000   17943 18943   75 79 77
219 fstop123 6910 44758 74000 75000   29242 30242   4 4 4
220 JLGutierrez 3136 45821 74000 75000   28179 29179   9 9 9
221 studiovision 403   74000 75000   74000 75000   183 186 185
222 webking 3818 63379 74000 75000   10621 11621   3 3 3
224 77DZIGN 1071 54605 73000 74000   18395 19395   17 18 18
225 Beboy_Ltd 1376   73000 74000   73000 74000   53 54 53
226 Luso 3558 60417 72000 73000   11583 12583   3 4 3
227 Renphoto 3213 52633 72000 73000   19367 20367   6 6 6
228 kzenon 3764   72000 73000   72000 73000   19 19 19
229 jaroon 5526   72000 73000   72000 73000   13 13 13
230 AlexRaths 1773   72000 73000   72000 73000   40 41 41
231 LoBoCo 1698 59433 72000 73000   12567 13567   7 8 8
233 Contour99 3906   70000 71000   70000 71000   18 18 18
234 Melhi 3697   70000 71000   70000 71000   19 19 19
235 wragg 7306   69000 70000   69000 70000   9 10 10
236 mipan 583   69000 70000   69000 70000   118 120 119
237 grajte 527 51483 69000 70000   17517 18517   33 35 34
238 JoeGough 4129 45097 69000 70000   23903 24903   6 6 6
240 mattjeacock 7658   68000 69000   68000 69000   9 9 18
242 naphtalina 2951 47556 68000 69000   20444 21444   7 7 14
243 travelinglight 3902   68000 69000   68000 69000   17 18 35
245 procurator 617   68000 69000   68000 69000   110 112 222
246 Elerium 569 58341 68000 69000   9659 10659   17 19 18
247 Pinopic 740 55014 68000 69000   12986 13986   18 19 18
248 pkline 2730 45619 68000 69000   22381 23381   8 9 8
249 Marje 1409 55411 67000 68000   11589 12589   8 9 9
250 jamesbenet 2657 55506 67000 68000   11494 12494   4 5 5
251 hypergon 577 49777 67000 68000   17223 18223   30 32 31
257 Ceneri 1700 49087 66000 67000   16913 17913   10 11 10
259 Trout55 2536 45380 65000 66000   19620 20620   8 8 8
261 Nic_Taylor 2753 44654 65000 66000   20346 21346   7 8 8
262 claylib 1296 53540 65000 66000   11460 12460   9 10 9
265 endopack 803 44291 65000 66000   20709 21709   26 27 26
266 klikk 1385 47235 65000 66000   17765 18765   13 14 13
274 susaro 871 50704 64000 65000   13296 14296   15 16 16
275 bonniej 775 49868 64000 65000   14132 15132   18 20 19
278 creacart 3431 44502 63000 64000   18498 19498   5 6 6
284 Akirastock 1012 49815 63000 64000   13185 14185   13 14 14
286 bkindler 971 44048 63000 64000   18952 19952   20 21 20
288 keeweeboy 4996 46584 63000 64000   16416 17416   3 3 3
294 groveb 1751 44336 62000 63000   17664 18664   10 11 10
295 FreeTransform 825 46777 62000 63000   15223 16223   18 20 19
296 StanRohrer 1384 52905 62000 63000   9095 10095   7 7 7
309 zoomstudio 2267 44516 60000 61000   15484 16484   7 7 7
315 mecaleha 1266 49150 59000 60000   9850 10850   8 9 8
317 laartist 2109 46619 59000 60000   12381 13381   6 6 6
325 wolv 1608 49522 58000 59000   8478 9478   5 6 6
329 AngelGILD 627 49498 58000 59000   8502 9502   14 15 14
338 aykuterdogan 170 48373 57000 58000   8627 9627   51 57 54
339 dreaming2004 799 48433 57000 58000   8567 9567   11 12 11
351 Tolchik 1699 50570 55000 56000   4430 5430   3 3 3
353 Dizzo 997 46130 55000 56000   8870 9870   9 10 9
374 highhorse 500 47914 53000 54000   5086 6086   10 12 11
376 prawny 1572 48262 53000 54000   4738 5738   3 4 3
414 alwyncooper 499 45059 49000 50000   3941 4941   8 10 9
416 Skashkin 1974 43398 49000 50000   5602 6602   3 3 3
428 Flutter_97321 1065 44616 47000 48000   2384 3384   2 3 3

Copyright © 2011 Jim Pickerell. The above article may not be copied, reproduced, excerpted or distributed in any manner without written permission from the author. All requests should be submitted to Selling Stock at 10319 Westlake Drive, Suite 162, Bethesda, MD 20817, phone 301-461-7627, e-mail: wvz@fpcubgbf.pbz
Jim Pickerell is founder of www.selling-stock.com, an online newsletter that publishes daily. He is also available for personal telephone consultations on pricing and other matters related to stock photography. He occasionally acts as an expert witness on matters related to stock photography. For his current curriculum vitae go to: http://www.jimpickerell.com/Curriculum-Vitae.aspx.  

Comments

  • Bill Bachmann Posted Oct 18, 2011
    Jim,

    Very few photographers will be at the top 25 in the world in RM or in Microstock. That is a fact. You know that before you ever start all your charts and tables. There are many part-timers and that is fine. Only a few in both RM and Micro will dedicate themselves to doing it RIGHT!

    I am at the top of the RM chain.... I would match my total dollars with any one (including Yuri & Lise) in the top 25 of Microstock.

    The difference ---- I make the same income bottom line (with less downloads) but I feel a lot better selling many images per years for thousands of $$ each (and thousands more at several hundred each) than I would if I knew people were so EXCITED about my photography that they were willing to spend (Gulp!) a whole $6 for an image in a magazine. No thanks to that for me. I did not get in this business to sell images for a dollar!

    www.billbachmann.com

  • Linda Huhn Posted Dec 30, 2011
    Hi Jim. Paragraph #9: "the right subject matter." Do you have an article in your archives that addresses this ?

  • Bas van Beek Posted Apr 22, 2012


  • Posted May 16, 2012


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