Price comparison of 6 top microstock agencies

Pricing policies of key microstock players have changed significantly since my original calculations. Therefore, I updated comparison of main microstock sites based on their most popular unit sales and subscription programs (detailed overview in "DESIGNERS" tab). Two additional microstock agencies, Depositphotos and 123RF, were included, because they become more and more popular, their database of products is competitive and prices attractive.

How the top sites compete by prices to each other is shown in updated tables below. Comparison with original strategies indicates that microstock agencies now pay more attention to subscription plans and try to provide more options to customers. Nevertheless, designers should carefully analyze specific needs they have, because all tables are indicative only and reflect only basic and most common pricing plans. Each microstock agency included in my comparison has specific characteristics (might be both positive and negative) that are not reflected.

Several conclusions can be made based on analysis performed:

• iStockphoto remains the most expensive microstock agency, promoting primarily premium brands and exclusive contributors and insisting on its credit-based plans for both unit sales and subscriptions. Though this agency introduced new package consisting of only 6 credits, prices of most credit packages have increased (by c. 10% for the purchase of 1,000 credits or more). This pricing strategy might be somewhat risky for iStockphoto, because it is reportedly discouraging for partners, resulting in outflow of both customers and exclusive contributors.
• Depositphotos seems to be the cheapest one (within group of companies included in my comparison). While unit prices are close to those at 123RF, subscription prices are more than 30% below the level of others. The lowest price achievable with subscription plan is 0.11 USD per download, assuming 1-year contract and utilization of all 40 downloads per day (same price for all photo sizes and vectors), though contributor receives 0.30-0.35 USD and additional referral fees might be applicable. It shows that Depositphotos bets on the assumption that largest customers utilize less than 1/3 of total downloads available. 
• Original subscription model of Shutterstock (same price for all photo sizes and vectors) becomes an industry-wide standard. Fotolia has introduced it in the second half of 2011, leaving iStockphoto the only major agency adhering to credit-based pricing in case of subscriptions. Dreamstime products with more sales are the only exemption, because designers need more "downloads" to buy such product with a s subscription plan. 
• Unit pricing strategies have experienced fewer changes than subscription plans. Major changes include higher prices at iStockphoto and Fotolia (by c. 8%-10% for majority of credit packages) and single image sales introduced by Shutterstock in September 2011. Also, Fotolia, inspired by iStockphoto, divided vectors into three categories based on their complexity. 
• Microstock agencies pay more attention to acquisition of small and occasional customers who do not need long subscription plans or huge amount of credits. This strategy stays behind introduction of short subscription plans (e.g. 3-, 7- and 15-days subscription plans at Depositphotos), single image sales (Shutterstock), lower minimal amount of credits in a single package (iStockphoto), etc. It indicates that space for growth still exist in this segment, while acquisition of large clients - luring them away from competitors - becomes very difficult and results in lower profit margins. 

UNIT SALES

Price of photos/vectors: Total purchase equivalent to c. 50 USD.

Price of photos/vectors: Total purchase equivalent to c. 200-300 USD.

 ^{Notes:           Calculations as of 20 January 2012.  
                      Only non-exclusive authors included.
                      Vector prices at iStockphoto and Fotolia vary in relation to complexity of vectors.
                      Only Level 0 products (0 downloads) were used in case of Dreamstime.
                      123RF does not offer photos in XS size, S (400 x 267 px) is the minimal size.}

SUBSCRIPTIONS

Prices of photos/vectors (all sizes, 25-30 credits or downloads per day) - 1M subscription plans

Prices of photos/vectors (all sizes, 25-30 credits or downloads per day) - 6M subscription plans

 ^{Notes:           Calculations as of 20 January 2012.  
                      Only non-exclusive authors included.
                      Vector prices at iStockphoto vary in relation to complexity of vectors.
                      Only Level 0 products (0 downloads) were used in case of Dreamstime.
                      iStockphoto does not offer 1-month subscription plan. 
                      Comparison reflects lowest prices assuming utilization of all credits available (all credits used every day for the entire subscription period).}

If you find information in this article or on this website useful and interesting and are you not registered with some agencies mentioned, I will be pleased if you use my links to enter microstock agencies before and at registration. You and your earnings will not be affected, microstock agencies will retain a few cents less from your sales/purchases, and my motivation to update and improve presentation will increase. Thank you!