Revenue Per DL vs Revenue Per Image Created

Posted on 11/5/2018 by Jim Pickerell | Printable Version | Comments (1)

In their reports to investors Shutterstock has always emphasized their steadily growing Revenue Per Download as well as their growth in the number of images offered to customers. But there is another figure that is extremely important to image creators. That is the Revenue Per Image In The Collection (RPIIC). That has been steadily declining since Q2 2014.

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Comments

Thomas Wear Posted Nov 5, 2018
It seems to me that the Revenue Per Image In The Collection (RPIIC) can be a very good stat to watch for an individual photographer's images at an agency, since it can be a guide to how salable the images he or she is submitting are. The more on target the images, the higher the RPIIC, assuming relatively stable pricing and sales volume across the agency.
It's also a potentially interesting metric for how well the agency is editing (or not) for their collection as a whole. You've noted the overall RPIIC has gone down as the agency has become less selective.
Where I think the RPIIC is less valuable is in evaluating the overall success or revenue potential of the agency as a whole. Just having a bunch of less-salable images in the collection doesn't necessarily mean that sales and/or revenue as a whole will drop -- especially for photographers whose own work is well targeted and who see a growth in their personal RPIIC.
So I think the good news is that unlike many other stats, the RPIIC is to a significant extent within the photographer's ability to improve upon, with well-targeted submissions.

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