Return Per Image From Microstock

Most photographers considering marketing their images as microstock want to know what they can expect in the way of return-per-image (RPI) from their accepted images. The question is impossible to answer because so many variables are involved. However, by extrapolating from the data we have gathered over more than 2 years on 195 of the top selling iStockphoto photographers we get an interesting picture of the range of possibilities.

By way of background the reader may want to look at iStockphoto 2012: Semi-Annual Analysis. In that article we have used data reported by istockcharts.multimedia.de to determine the minimum and maximum number of downloads each contributor had during calendar 2011. istockcharts also supplies the total number of images the contributor had on file and we recorded that number for January 1, 2012.

For the sake of our analysis we assumed the actual number of downloads for each contributor was half way between their minimum and maximum number. This should give us a general picture, but certainly won’t be totally accurate because the actual number of downloads could fall anywhere in the minimum to maximum range. Next, we divided that number by the total images the contributor had in the collection as of January 1, 2012. Obviously, this also creates another variable because a certain portion of those images were not in the collection for the full year.



From other discussions we know that many of the exclusive contributors receive an average royalty in the range of $4.00 per image downloaded. Some who have a significant number of images in Vetta and The Agency Collection receive a quite a bit higher RPI on average. Non-exclusive contributors tend to receive in the range of $1.00 to $1.50 per download because non-exclusive prices are lower and contributors receive a lower royalty share. However, non-exclusives usually place images with other distributors that often accept a larger percentage of their production so their gross income from all distributors may approach what iStock exclusive photographers are earning.

We then multiplied the average number of downloads per image in file by $4.00 to determine the average RPI per contributor for 2012.



As can be seen from the chart the average varies from $429.00 to $3.00. And this is for top producers with significant experience with iStockphoto. Certainly some people with less experience, or fewer images in the collection, may be earning less than $3.00 per image on file.

One thing that is immediately apparent is that more images do not necessarily guarantee a higher RPI. RPI is much more dependent on the particular subject matter and the quality of the images than their number. Photographers may find it instructive to examine the portfolios of those with the highest RPI to determine subjects that are in most demand.

Understanding The Chart

The chart is sorted on column 11 which is the average RPI per image on file at the end of 2011.
Column 1 - Shows whether the contributor is exclusive or non-exclusive with iStockphoto.
Column 2 - Shows the order in which these contributors fall in terms of the total number of downloads as reported by istockcharts as of January 1, 2012.
Column 3 – Contributors name
Column 4 – Minimum number of career downloads with iStockphoto as of January 1, 2012
Column 5 – Maximum number of career downloads as of January 1, 2012. See iStockphoto 2012: Semi-Annual Analysis for more information as to how we arrived at that number.
Column 6 – Space
Column 7 – Minimum number of downloads for 2011
Column 8 – Maximum number of downloads for 2011
Column 9 – Space
Column 10 – Total number of images in the iStockphoto collection as of January 1, 2012
Column 11 – Average RPI for 2011 in terms of dollars and calculated using the formula described above.

	Jan		Jan 1 2012	Jan 1 2012		Downloads	Downloads		Jan 2012	Avg RPI
	2012		Low	High		2011 Low	2011 High		Images	in dollars
N	104	koun	130000	140000		20000	30000		233	429
N	77	aleksandarvelasevic	150000	160000		30000	40000		457	306
E	50	enot-poloskun	190000	200000		20000	30000		403	248
E	91	fpm	140000	150000		20000	30000		454	220
E	141	scottdunlap	110000	120000		14000	24000		390	195
E	16	sodafish	310000	320000		30000	40000		772	181
N	1	Yuri Arcurs	1300000	1400000		300000	400000		9968	140
E	89	browndogstudios	140000	150000		30000	40000		1094	128
E	88	Maliketh	140000	150000		20000	30000		807	124
E	57	bluestocking	180000	190000		20000	30000		924	108
E	36	kcline	230000	240000		60000	70000		2421	107
E	114	molotovcoketail	120000	130000		10000	20000		573	105
E	65	TommL	170000	180000		50000	60000		2210	100
E	112	francisblack	120000	130000		21000	31000		1070	97
E	101	jsmith	130000	140000		10000	20000		618	97
E	195	BlackJack3D	87000	88000		11000	12000		477	96
E	66	appleuzr	170000	180000		20000	30000		1069	93
E	24	enjoynz	270000	280000		60000	70000		2788	93
E	7	alexs1	490000	500000		140000	150000		6412	90
E	153	PLAINVIEW	100000	110000		10000	20000		701	86
E	187	evirgen	91000	92000		11000	12000		541	85
E	156	MarsBars	100000	110000		17000	27000		1070	82
N	353	aykuterdogan	59000	60000		3000	4000		175	80
E	183	onurdongel	94000	95000		14000	15000		749	77
E	2	Lise Gagne	1100000	1200000		100000	200000		7808	77
E	234	sweetym	76000	77000		4000	5000		245	73
N	28	jgroup	250000	260000		30000	40000		1909	73
E	155	jangeltun	100000	110000		11000	21000		895	72
E	3	DNY59	980000	990000		150000	160000		8884	70
E	119	nano	120000	130000		10000	20000		957	63
N	192	Illustrious	88000	89000		7000	8000		511	59
E	54	narvikk	180000	190000		30000	40000		2452	57
E	113	Viorika	120000	130000		20000	30000		1869	54
E	111	buzbuzzer	120000	130000		20000	30000		1902	53
E	224	chictype	79000	80000		9000	10000		744	51
N	74	Palto	150000	160000		20000	30000		2168	46
E	49	Kativ	190000	200000		20000	30000		2202	45
E	135	Veni	110000	120000		10000	20000		1342	45
E	58	geopaul	180000	190000		20000	30000		2251	44
E	4	sjlocke	830000	840000		120000	130000		11315	44
N	162	Eraxion	100000	110000		12000	22000		1563	44
E	182	subjug	94000	95000		6000	7000		598	43
N	165	loooby	100000	110000		9000	19000		1297	43
E	26	Neustockimages	260000	270000		80000	90000		8128	42
E	253	grajte	71000	72000		5000	6000		528	46
E	136	konradlew	110000	120000		11000	21000		1539	42
E	13	blackred	330000	340000		40000	50000		4384	41
E	40	mammamaart	220000	230000		10000	20000		1462	41
E	161	DSGpro	100000	110000		17000	27000		2173	40
E	8	Nikada	360000	370000		80000	90000		8519	40
N	273	endopack	68000	69000		8000	9000		863	39
E	163	ggodby	100000	110000		1000	11000		622	39
E	6	jhorrocks	510000	520000		60000	70000		6803	38
N	138	iofoto	110000	120000		10000	20000		1573	38
E	268	hypergon	69000	70000		5000	6000		577	38
N	23	Andresr	270000	280000		30000	40000		3810	37
N	106	ULTRA GENERIC	130000	140000		20000	30000		2732	37
E	160	Art-Y	100000	110000		1000	11000		690	35
E	75	joshblake	150000	160000		10000	20000		1738	35
E	48	filo	190000	200000		20000	30000		2944	34
E	47	A-Digit	190000	200000		30000	40000		4157	34
N	34	shironosov	230000	240000		50000	60000		6550	34
E	181	chuwy	94000	95000		11000	12000		1376	33
E	38	Cimmerian	230000	240000		20000	30000		3030	33
E	204	penfold	85000	86000		7000	8000		953	31
N	306	FreeTransform	64000	65000		6000	7000		847	31
E	146	Leontura	110000	120000		11000	21000		2113	30
E	166	NickS	100000	110000		8000	18000		1774	29
E	44	aldomurillo	200000	210000		40000	50000		6205	29
N	33	GlobalP	230000	240000		50000	60000		7594	29
E	14	nico blue	330000	340000		20000	30000		3457	29
E	125	ZoneCreative	110000	120000		17000	27000		3065	29
N	229	danielle71	78000	79000		3000	4000		490	29
E	124	kycstudio	110000	120000		10000	20000		2112	28
E	43	mstay	210000	220000		40000	50000		6338	28
E	82	Floortje	140000	150000		30000	40000		5128	27
E	301	bkindler	65000	66000		6000	7000		971	27
N	93	nyul	140000	150000		20000	30000		3778	26
E	108	ImagineGolf	120000	130000		20000	30000		3816	26
N	170	redmal	100000	110000		5000	15000		1533	26
E	87	AVTG	140000	150000		10000	20000		2340	26
N	70	MorganL	150000	160000		40000	50000		7163	25
E	71	billnoll	150000	160000		20000	30000		4025	25
E	53	digitalskillet	180000	190000		30000	40000		5700	25
E	109	dlewis33	120000	130000		20000	30000		4080	25
E	122	TriggerPhoto	120000	130000		10000	20000		2547	24
E	98	Graffizone	130000	140000		20000	30000		4292	23
E	294	bonniej	66000	67000		4000	5000		773	23
E	209	RonTech2000	83000	84000		13000	14000		2328	23
E	99	russelltatedotcom	130000	140000		10000	20000		2592	23
E	17	webphotographeer	300000	310000		60000	70000		11265	23
E	179	mammuth	94000	95000		17000	18000		3042	23
E	291	susaro	66000	67000		5000	6000		958	23
E	55	LUGO	180000	190000		20000	30000		4420	23
E	86	jacomstephens	140000	150000		10000	20000		2671	22
E	107	Stockphoto4U	120000	130000		24000	34000		5189	22
N	352	AngelGILD	59000	60000		3000	4000		628	22
E	27	peepo	260000	270000		40000	50000		8241	22
E	300	Akirastock	65000	66000		5000	6000		1013	22
E	132	johnwoodcock	110000	120000		10000	20000		2769	22
E	20	skodonnell	290000	300000		10000	20000		2825	21
E	115	RBFried	120000	130000		10000	20000		2868	21
E	79	PeskyMonkey	140000	150000		40000	50000		8803	20
E	129	eyeidea	110000	120000		10000	20000		2955	20
N	238	77DZIGN	75000	76000		5000	6000		1087	20
N	97	Elenathewise	130000	140000		30000	40000		6953	20
E	444	alwyncooper	49000	50000		2000	3000		499	20
E	228	exdez	78000	79000		7000	8000		1510	20
E	92	kemie	140000	150000		0	10000		1019	20
E	63	RapidEye	170000	180000		40000	50000		9446	19
E	135	duckycards	110000	120000		10000	20000		3151	19
E	269	Pinopic	69000	70000		3000	4000		740	19
E	42	AndrewJohnson	220000	230000		20000	30000		5309	19
E	126	leezsnow	110000	120000		13000	23000		3850	19
N	121	Sportstock	120000	130000		10000	20000		3217	19
E	140	EricHood	110000	120000		19000	29000		5308	18
E	83	mbbirdy	140000	150000		20000	30000		5577	18
E	80	LeggNet	140000	150000		30000	40000		7900	18
E	196	Blueberries	87000	88000		12000	13000		2822	18
E	267	Elerium	69000	70000		2000	3000		569	18
E	46	YinYang	190000	200000		30000	40000		8000	18
E	37	sdominick	230000	240000		20000	30000		5740	17
E	356	dreaming2004	58000	59000		3000	4000		823	17
E	142	Vasko	110000	120000		10000	20000		3747	16
E	11	duncan1890	340000	350000		30000	40000		8845	16
N	287	klikk	67000	68000		5000	6000		1407	16
E	85	ooyoo	140000	150000		10000	20000		3840	16
E	275	Ceneri	68000	69000		6000	7000		1701	15
E	302	groveb	65000	66000		6000	7000		1751	15
E	72	Grafissimo	150000	160000		10000	20000		4131	15
E	116	abzee	120000	130000		10000	20000		4143	14
E	158	kickstand	100000	110000		0	10000		1402	14
E	384	Dizzo	56000	57000		3000	4000		997	14
N	39	kirstypargeter	220000	230000		10000	20000		4331	14
E	90	tacojim	140000	150000		10000	20000		4336	14
E	105	snapphoto	130000	140000		10000	20000		4343	14
E	5	hidesy	670000	680000		50000	60000		16291	14
E	130	kate_sept2004	110000	120000		10000	20000		4487	13
N	144	M-I-S-H-A	110000	120000		0	10000		1542	13
E	152	LPETTET	100000	110000		7000	17000		3760	13
E	260	Marje	70000	71000		5000	6000		1735	13
E	174	ftwitty	98000	99000		8000	9000		2716	13
E	35	bubaone	230000	240000		40000	50000		14628	12
E	154	rzdeb	100000	110000		0	10000		1648	12
N	406	highhorse	53000	54000		1000	2000		500	12
N	120	PhotoEuphoria	120000	130000		10000	20000		5126	12
N	227	YanC	79000	80000		7000	8000		2694	11
E	342	wolv	60000	61000		4000	5000		1640	11
E	272	Trout55	68000	69000		7000	8000		2762	11
E	286	claylib	67000	68000		3000	4000		1310	11
E	231	JLGutierrez	77000	78000		8000	9000		3237	11
N	340	mecaleha	60000	61000		3000	4000		1338	10
N	167	phildate	100000	110000		7000	17000		4667	10
E	314	StanRohrer	63000	64000		3000	4000		1384	10
E	258	naphtalina	71000	72000		7000	8000		2999	10
E	186	aabejon	92000	93000		8000	9000		3500	10
E	169	tomazl	100000	110000		3000	13000		3316	10
E	22	4x6	270000	280000		40000	50000		18702	10
E	261	pkline	70000	71000		6000	7000		2730	10
E	69	Juanmonino	150000	160000		30000	40000		14749	9
E	61	sx70	180000	190000		0	10000		2140	9
E	286	Nic_Taylor	67000	68000		6000	7000		2810	9
E	171	Jbryson	100000	110000		8000	18000		5631	9
E	173	belterz	98000	99000		9000	10000		4285	9
E	191	Natural_Warp	89000	90000		2000	3000		1133	9
N	250	JoeGough	73000	74000		9000	10000		4310	9
E	102	barsik	130000	140000		0	10000		2292	9
E	211	arsenik	82000	83000		10000	11000		4890	9
E	293	creacart	66000	67000		7000	8000		3516	9
E	316	zoomstudio	62000	63000		5000	6000		2622	8
E	251	LoBoCo	73000	74000		3000	4000		1706	8
E	123	andipantz	110000	120000		10000	20000		7397	8
E	265	jamesbenet	69000	70000		5000	6000		2864	8
N	193	Paha_L	87000	88000		9000	10000		4955	8
E	94	aldra	140000	150000		10000	20000		8047	7
E	194	davidf	87000	88000		9000	10000		5097	7
N	150	lovleah	100000	110000		3000	13000		4367	7
E	235	Renphoto	74000	75000		6000	7000		3597	7
E	95	THEPALMER	130000	140000		10000	20000		8582	7
E	339	laartist	60000	61000		3000	4000		2109	7
E	45	Mlenny	200000	210000		10000	20000		9067	7
E	222	fstop123	79000	80000		12000	13000		7830	6
E	459	Flutter_97321	48000	49000		1000	2000		1105	5
E	164	gmnicholas	100000	110000		0	10000		3848	5
E	244	Luso	74000	75000		4000	5000		3736	5
N	198	matka_Wariatka	86000	87000		10000	11000		8916	5
N	308	keeweeboy	64000	65000		5000	6000		4996	4
E	175	lucato	97000	98000		7000	8000		7136	4
N	148	PIKSEL	100000	110000		0	10000		4827	4
E	200	Kameleon007	85000	86000		13000	14000		13404	4
N	410	prawny	53000	54000		1000	2000		1572	4
E	207	prill	83000	84000		8000	9000		8976	4
N	241	webking	75000	76000		3000	4000		3817	4
N	379	Tolchik	56000	57000		1000	2000		1759	3
E	442	Skashkin	49000	50000		1000	2000		1978	3
E	180	simonox	94000	95000		6000	7000		8871	3