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Summary and extracts
1 Market Overview
1.1 Definition and presentation
Professional photography represents a form of visual expression that goes beyond the simple snapshot: it is a creative and technical process, in which each image is made to fulfill specific purposes, whether artistic, commercial or informational; from commercial photography, which supports companies in promoting products and services through catalogs and campaigns, to advertising photography, which is closely linked to movements in the economy, each field presents unique peculiarities and challenges. Among the most competitive are fashion photography, which is characterized by a high level of saturation, while social reportage and portraiture remain areas that are still growing, despite the economic difficulties of the publishing market. Some areas, such as travel and nature photography, are affected by high competition in the amateur segment, while others, such as architectural and art photography, are benefiting from steady growth and increasing demand for quality.
Globally, the photography services market has experienced significant growth and is estimated to reach $60.6 billion by 2030, with a compound annual growth rate (CAGR) of 8 percent between 2024 and 2030. In Italy, the sector has shown signs of stabilization and 5% growth in 2023, with an increasing preference for mirrorless cameras and other advanced equipment dominating the market. This development is driven by advances in photographic technologies and post-production software, which have improved the quality and efficiency of the services offered, as well as the increased demand for high-quality visual content, which is essential for digital marketing and the visual identity of brands.
1.2 A Growing Global Market
The global photo services market has experienced significant growth in recent years. In ****, the industry was valued at Global Photographic Services Market Value and is expected to reach $**.* billion by the end of ****, with a compound annual growth rate (***) of * percent during the ****-**** forecast period. This expansion can be attributed ...
1.3 The Italian market
The professional photography market in Italy is divided into several segments, each with specific characteristics and demands. Commercial and advertising photography represents a key sector, where companies and brands rely on professional images for advertising campaigns, catalogs and websites, with the aim of presenting their products or services in an eye-catching ...
1.4 The development of the consumer price index
During the period from January **** to September ****, the Consumer Price Index for Photography Services showed a steadily increasing trend. In January ****, the index stood at ***.*, signaling a relatively stable starting point. In the following months, a gradual increase is observed, with modest but steady monthly changes leading the index to touch ...
2 Demand analysis
2.1 Demand characteristics
To construct the size of demand in the photo services sector in Italy, it is relevant to consider monthly household spending on these services. From the data examined, the average monthly household expenditure on photographic services varied significantly between **** and ****. In ****, the average expenditure stood at *.** euros, a value that likely ...
2.2 Demand drivers
Being photographed is an experience that can arouse mixed emotions: on the one hand there is the desire to be portrayed, and on the other the fear of being judged or not recognizing oneself in the final image. The investigation conducted by Monimix Blog delves into these feelings, highlighting how the ...
2.3 Geographical distribution of demand
The average monthly expenditure of Italian households on photographic services varies significantly across geographic areas. In northern regions of Italy (***), the average monthly expenditure per household is *.** euros, reflecting moderate demand for professional photographic services. In the Center, the value rises slightly to *.** euros monthly, suggesting a higher propensity toward the ...
2.4 Remote Photography: The Post-COVID Virtual Photographic Services Revolution
During the COVID-** pandemic, the photography industry, like many other industries, was forced to reinvent itself in response to the limitations and social distancing imposed by lockdowns. One of the most innovative solutions that emerged was the practice of conducting photo shoots via video call, using platforms such as FaceTime or ...
3 Market structure
3.1 Market structure and dynamics
In recent years, the number of employees in enterprises active in the photographic business sector in Italy has shown an upward trend, with some fluctuations reflecting external economic events and conditions. In fact, compared to ****, there is a significant increase of +**.* percent in ****. These figures reflect the resilience of the industry ...
3.2 Value Chain
The value chain in the professional photography market includes several stages, each of which contributes to the creation of added value and the satisfaction of end customers' needs. Here are the main steps in the chain:
Production and development of photographic equipment: the first link in the chain involves manufacturers of ...
3.3 Main actors
To analyze the players that dominate the market, we consider the enterprises with Ateco code **.**.** - Photojournalist Activities in the Company Registry database whose turnover is manifested.
Photojournalist activities
[***]
3.4 Profile of photographers and assimilated professions
An analysis of the profile of photographers and related professions shows a range of skills from shooting to post-production, adapting to different contexts and purposes. Photographers portray people, environments, objects and commercial products for artistic, documentary and advertising purposes, while also capturing events and news for informational purposes. In addition, following ...
4 Supply analysis
4.1 Type of Offering
TheNational Association of Professional ItalianPhotographers has compiled a concise but comprehensive list that represents the best possible classification of the different types of professional photography existing in Italy.
Commercial: commercial photography refers to the production of photographic services intended for catalogs, brochures, descriptive printed matter or local promotion. This sector can ...
4.2 The prices
The cost of a photo shoot can vary significantly depending on the photographer, location, number of shots, and time spent. On average, a professional photo shoot is around ***-*** euros, but there are significant differences depending on the geographical area. In large cities such as Milan, Rome or Naples, prices tend ...
4.3 The new supply perspective: AI
The integration of Artificial Intelligence (***) in professional photography is shaping new trends that profoundly affect the way photographers work and interact with images. Here are some of the major developments:
Advanced Computational Photography: AI is increasingly being used in modern cameras to improve image quality. Advanced algorithms make it possible to ...
5 Regulations
5.1 Rules and regulations
In Italy, the practice of the photographic profession is regulated by several regulations concerning both professional activity and the protection of photographic works. Law No. * of January **, ****, regulates professions not organized into orders or colleges, including that of the photographer. According to this law, to start a professional photographic activity it ...
5.2 Strategic Plan for the Development of Photography (2024-2026)
The Ministry of Culture (***) has launched the Strategic Plan for the Development of Photography, designed for the three-year period ****-****. The goal is to support the entire photography supply chain in Italy, from artistic creation to the promotion of the existing photographic heritage. This plan is divided into several economic and ...
6 Positioning of players
6.1 Market segmentation
- La Presse
- Eidon Press
- Wesual
- Vieffe Pictures
- Bakerstreet Studio
List of charts presented in this market study
- Global market value of photo services
- Production value in the field of professional photography (equipment)
- Value of turnover - Ateco code 74.2 (Photographic activities)
- Production value - Ateco code 74.2 (Photographic activities)
- Consumer price index - photographic services
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