iStock Launches Vetta Video

Posted on 5/11/2011 by Jim Pickerell | Printable Version | Comments (0)

iStockphoto has announced the launch of its premium-quality Vetta video collection with clip prices that range from 55 to 150 credits (credit prices vary from $0.99 to $1.54 depending on the size of the credit package purchased). Currently there are over 300,000 video clips on iStock, but only a few thousand of the best are in the Vetta collection. However, it is expected that the Vetta collection will grow rapidly. Approximately 5,000 videographers have contributed clips to iStock.

In London at the recent iStockalypse event iStock Chief Operating Officer Kelly Thompson told Deep Tech’s Stephen Sharkland that video sales have been iStock’s fastest-growing category and last year surpassed 10% of revenue. iStock’s gross 2010 revenue has been estimated at about $300 million. Sources indicate that as much as 15% of iStock’s revenue may come from video clips.

For comparison purposes it should be noted that at the end of 2007 Goldman Sacks reported that footage and multimedia revenue for Getty Images was $42.88 million and by 2012 it was expected to be $83 million. However, this analysis was completed before iStock started selling footage and before the recession. Videographers marketing their work through Getty Images tell me that there has been no significant increase in the revenue generated by the Getty Images footage division since 2007.

It could be that sales to Getty’s traditional commercial and advertising customers have been relatively flat in the last few years. That would be consistent with what was happening in the early 2000s. The Goldman Sacks number may have been based on expectations of increasing video use online, but when it came time for online customers to buy they have gone to the less expensive iStock collection rather than to Getty Images. The growth rate iStock video is experiencing compared to the growth of the Getty footage collection is an indication of how rapidly online is becoming the major user of visual content.

iStock has been working to distinguish itself from rivals such as Shutterstock, Dreamstime, and Fotolia by offering higher-quality, higher-priced content. According to Thompson iStock expects to eventually offer high-end "2K" and "4K" video, which have roughly quadruple the resolution of mainstream 1080p video.

"Our videographers have been excited about the price point," Thompson said. "They're investing a lot more money into their shoots. They're looking at something where they could get a lot more return back." For more information about what iStock is looking for in its Vetta video collection check out the following guidelines. Approximately 70% of the video clips are from exclusive contributors.

Related Statistics

In 2010 iStock’s revenue from outside of North America surpassed 50% for the first time. Right now, the company's archive of content (still images, video and illustration) is 1.4 petabytes and growing at a rate of 22 terabytes per month.

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, 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:  


Be the first to comment below.

Post Comment

Please log in or create an account to post comments.

Stay Connected

Sign up to receive email notification when new stories are posted.

Follow Us

Free Stuff

Stock Photo Pricing: The Future
In the last two years I have written a lot about stock photo pricing and its downward slide. If you have time over the holidays you may want to review some of these stories as you plan your strategy ...
Read More
Future Of Stock Photography
If you’re a photographer that counts on the licensing of stock images to provide a portion of your annual income the following are a few stories you should read. In the past decade stock photography ...
Read More
Blockchain Stories
The opening session at this year’s CEPIC Congress in Berlin on May 30, 2018 is entitled “Can Blockchain be applied to the Photo Industry?” For those who would like to know more about the existing blo...
Read More
2017 Stories Worth Reviewing
The following are links to some 2017 and early 2018 stories that might be worth reviewing as we move into the new year.
Read More
Stories Related To Stock Photo Pricing
The following are links to stories that deal with stock photo pricing trends. Probably the biggest problem the industry has faced in recent years has been the steady decline in prices for the use of ...
Read More
Stock Photo Prices: The Future
This story is FREE. Feel free to pass it along to anyone interested in licensing their work as stock photography. On October 23rd at the DMLA 2017 Conference in New York there will be a panel discuss...
Read More
Important Stock Photo Industry Issues
Here are links to recent stories that deal with three major issues for the stock photo industry – Revenue Growth Potential, Setting Bottom Line On Pricing and Future Production Sources.
Read More
Recent Stories – Summer 2016
If you’ve been shooting all summer and haven’t had time to keep up with your reading here are links to a few stories you might want to check out as we move into the fall. To begin, be sure to complet...
Read More
Corbis Acquisition by VCG/Getty Images
This story provides links to several stories that relate to the Visual China Group (VCG) acquisition of Corbis and the role Getty Images has been assigned in the transfer of Corbis assets to the Gett...
Read More
Finding The Right Image
Many think search will be solved with better Metadata. While metadata is important, there are limits to how far it can take the customer toward finding the right piece of content. This story provides...
Read More

More from Free Stuff