Photo Imaging CONNECT: Zenfolio SOPI survey highlights key trends in the State of the Photography Industry

A new industry survey from Zenfolio offers a detailed snapshot of how professional photographers are adapting to economic pressure, technological change, and shifting customer expectations. Presented by Zenfolio’s Kurt Hilmerson, the “State of the Photography Industry” survey—nicknamed “SOPI”—draws on responses from more than 5,000 photographers across 90 countries, making it one of the most comprehensive annual looks at the global photography market.

Originally launched during the COVID‑19 pandemic to understand how photographers were coping with the sudden disruption to their businesses, the survey has grown significantly in scope and influence. The latest report includes input gathered through 11 industry partners and reflects roughly 10,000 person‑hours of research and analysis. According to Hilmerson, the goal is to identify trends that help photographers understand both the creative and business realities of running a modern photography operation.

One of the most striking findings is the growing diversification of photographers’ business models. The survey found that 47% of photographers explored a new photography genre in 2026, up from 30% the previous year. Volume photography—such as school, sports, and event photography—has emerged as a particularly attractive area for diversification due to its recurring revenue potential.

This trend is also reflected in Zenfolio’s own platform data. Hilmerson noted roughly 75% of photographers using the platform now work across multiple genres, combining client-based work such as weddings and portraits with volume photography or non-client work like stock and fine art. The shift highlights how many photographers are seeking more stable income streams as traditional segments like weddings face pricing pressure.

The survey also reveals important insights into how photographers differentiate their services and communicate with clients. Many photographers emphasize premium communication and in-person experiences as a key part of their value proposition. However, the data shows a surprising gap when it comes to educating customers about products such as prints, albums, and wall art.

Only about 30% of photographers report consistently educating clients about print and product value. According to Hilmerson, this hesitation often stems from photographers feeling uncomfortable appearing “sales‑focused,” even though those who actively educate clients tend to generate significantly higher sales and larger average orders.

Artificial intelligence is another major theme emerging from the research. Photographers’ sentiment toward AI has shifted noticeably over the past year, with more professionals experimenting with AI tools while still expressing caution about how their images might be used. The survey shows photographers are increasingly adopting AI for business tasks such as writing blog posts, managing social media, and drafting client communications.

Interestingly, AI adoption for image editing and workflow tasks remains lower than expected, even though these tools can significantly reduce time spent on repetitive tasks like culling and tagging images.

Finally, the survey points to a subtle but important shift in product sales. While digital downloads continue to grow, physical print product sales appear to have stabilized after years of decline. Zenfolio’s internal data suggests that average order values are beginning to rise as more photographers reintroduce physical products into their offerings.

For Hilmerson, the broader takeaway is clear: photographers who embrace diversification, focus on business skills, and leverage new tools—including AI—will be better positioned to thrive in an increasingly competitive industry.

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