ONLINE MEMBER QUESTIONNAIRE
AUSTRALIAN IMAGE MAKERS & THEIR INCOME
Throughout late 2023 and early 2024, Image Makers Association Australia sought anonymous responses from Australian professional image-makers around the topic of how they generate their income. We asked photographers a broad range of questions about themselves, how they run their businesses, how they bill for their time, how they charge for image licensing and what types of expenses they bill to their clients. The responses to the questionnaire indicate a broad spread of attitudes towards running this type of creative business. Responses varied based on individual living circumstances, geographical location, years of experience, type of work, size of team, type of clients, extent of usage and personal approach.
While the data from this survey presented below is publicly available to anyone interested in this topic, a significant amount of additional data from the questionnaire is only available to our members. If you’re a photographer or other image-making professional and are looking for more detail than what is shown here, feel free to join us to gain a much deeper insight into how you might approach the running of your business. If you are already an Image Makers Association member you can find the complete responses to all survey questions by logging into the member section.
To the 82 photographers who took the time to complete this survey: thank you. Without your input the insights presented here would not exist.
We note that Image Makers Association Australia cannot prescribe nor suggest how much any photographers should charge. To do so would be to breach Australian anti-competition law. That said, it’s important for photographers to understand what their peers are charging and, where possible, the context behind their pricing. The data collated here is intended to provide an unbiased frame of reference for how image-makers collectively value their work. The presentation of this data thus marks an attempt at providing an impression of the many and diverse factors that influence the income and expenses of professional Australian photographers in the current business landscape. This information is not a recommendation for rates to be charged and is being provided for research and informational purposes only.
Note that for consistency, all data presented below that includes information about specific fees has been provided exclusive of GST or other taxes.
Part A - About the Respondents
Are you a member of Image Makers Association Australia?
I’m a Founding Member - 48% of respondents
I’m a Professional Member - 18% of respondents
I’m an Assistant / Emerging Member - 5% of respondents
I’m a Student Member - 0 respondents
No, I’m not currently a member - 29% of respondents
Are you an Australian resident for tax purposes?
Yes - 99% of respondents
No - 1% of respondents
Where do you live?
ACT - 2% of respondents
NSW - 33% of respondents
NT - 0 respondents
QLD - 7% of respondents
SA - 5% of respondents
TAS - 2% of respondents
VIC - 45% of respondents
WA - 4% of respondents
Outside of AUS - 1% of respondents
Which of the following options best describes the geographic jurisdiction that you work in?
I work entirely within my local town / city - 9% of respondents
I work entirely within my home state - 19% of respondents
I work predominantly within my home state, occasionally working interstate - 44% of respondents
I work predominantly within my home state, occasionally working interstate or internationally - 19% of respondents
I regularly work interstate - 8% of respondents
I regularly work internationally - 3% of respondents
How old are you?
Younger than 25 - 1% of respondents
25-40 - 35% of respondents
41-50 - 38% of respondents
51-60 - 21% of respondents
older than 60 - 5% of respondents
Which of the following best describes your living situation?
I rent my home - 24% of respondents
I live rent-free in a home that I do not own - 2% of respondents
I live in a home that I own, with a mortgage - 56% of respondents
I live in a home that I own outright, with no mortgage - 17% of respondents
Are other people (such as children, a spouse or others) financially dependent upon you?
Yes - 57% of respondents
No - 43% of respondents
In the last financial year, did you earn a majority of your income from photography and/or other image-making services?
Yes - 85% of respondents
No - 15% of respondents (four of whom are founding/professional members)
How long have you been working as a professional image maker?
less than 5 years - 13% of respondents
5-9 years - 15% of respondents
10-14 years - 32% of respondents
15-20 years - 17% of respondents
more than 20 years - 23% of respondents
When did you last sit down and calculate all of your total annual living expenses including superannuation and divide that amount by the number of shoots that you expect to complete each year?
at least once a year - 0 respondents
every few years - 51% of respondents
- (56% of whom have a mortgage on their home)
- (45% of whom rent their home)
- (47% of whom own their own home outright)
every 5 to 10 years - 0 respondents
Never - 49% of respondents
What are the main image-making genres that you work in? (Select all that apply)
Part B - Income, Creative Fees
How much of your total taxable gross income last financial year was derived from professional image making?
less than $50k - 15% of respondents (4 assistant/emerging, 5 founding/professional members)
$50k to $99k - 33% of respondents
$100k to $149k - 24% of respondents
$150k to $199k - 4% of respondents
$200k to $299k - 16% of respondents
more than $300k - 9% of respondents (all founding/professional members)
What percentage of your total taxable income last financial year was derived from your image making business?
less than 30% - 10% of respondents
between 30% and 50% - 9% of respondents
between 50% and 70% - 4% of respondents
between 70% and 90% - 12% of respondents
more than 90% - 66% of respondents
Which of the following options would best describe how you charge for your photography shoot fee, excluding expenses & assistant fees?
Fixed fee for a photographic package (includes creative fee, assistant, files, etc) - 12% of respondents
Half day / standard day / long day rate ONLY - 22% of respondents
Half day / standard day / long day rate PLUS an image/licensing fee - 49% of respondents
Hourly rate ONLY - 0 respondents
Hourly rate PLUS an image/licensing fee - 2% of respondents
Per image / print rate ONLY (creative time not explicitly billed) - 2% of respondents
Other - please specify… - 12% of respondents (approach not specified by any respondents)
How long is a billable standard ‘day’ as defined in your client agreements?
8 hours - 44% of respondents
9 hours - 10% of respondents
10 hours - 12% of respondents
15 hours in summer, 12 hours in autumn/spring, 10 hours in winter - 0% of respondents
I bill by the hour to avoid such definitions - 2% of respondents
I don’t define it and let the day just play out however it plays out - 26% of respondents
Other / not applicable - 6% of respondents
How long is a billable ‘half day’ as defined in your client agreements?
4 hours - 59% of respondents
5 hours - 19% of respondents
7 hours - 0% of respondents
7 hours in summer, 6 hours in autumn/spring, 5 hours in winter - 0% of respondents
I bill by the hour to avoid such definitions - 2% of respondents
I don’t define it and let the day just play out however it plays out - 6% of respondents
Other / not applicable - 13% of respondents
How long is a billable ‘long/extended day’ as defined in your client agreements?
9 hours - 1% of respondents
10 hours - 10% of respondents
11 hours - 1% of respondents
12 hours - 23% of respondents
I bill by the hour to avoid such definitions - 10% of respondents
I don’t define it and let the day just play out however it plays out - 27% of respondents
Other / not applicable - 28% of respondents
If you do not package your fee and charge on a time basis, how much do you charge for the creative portion of your image-making business?
Excluding GST, expenses & assistant fees. Rates in this section are commissioning rates only. Third party image sales and usage rates are covered elsewhere in a separate question.
Rate for a ‘Long/Full Day’:
Rate for a ‘Standard Day’:
Rate for a ‘Half Day’:
‘Hourly Rate’:
The survey data for this question is only available to members of Image Makers Association.
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If you do not package your fee how do you charge/itemise your digital file handling?
Hourly Rate:
Rate per Image:
Bundled rate for supply of digital files:
How many images are included in the bundle?
The survey data for this question is only available to members of Image Makers Association.
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If you package your creative fee what do you charge?
Fixed fee for an entire photographic package (all inclusive) standard full day:
How many final images does this include?
Fixed fee for an entire photographic package (all inclusive) long full day:
How many final images does this include?
Fixed fee for an entire photographic package (all inclusive) half day:
How many final images does this include?
If you package your fee and it includes a specific quantity of deliverable images, how do you charge for additional images in excess of the originally agreed quantity?
The survey data for this question is only available to members of Image Makers Association.
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The survey data for this question is only available to members of Image Makers Association.
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Do you charge for retouching? (as distinct from file handling)
I don’t charge separately; it’s all included in my package - 17% of respondents
I don’t charge separately; it’s all included in my file handling fees - 7% of respondents
A basic cleanup is included in my package/file handling fees but I charge separately for extensive retouching - 45% of respondents
I charge retouching separately at an hourly rate - 16% of respondents
I charge retouching separately on a project basis once briefed - 15% of respondents
What do you charge for retouching?
The survey data for this question is only available to members of Image Makers Association.
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In some fields of photography it is common for multiple businesses or organisations to jointly commission photography. Which of the following best describes your approach to a cost-sharing arrangement:
I charge a separate PERCENTAGE fee for each additional commissioning entity, with the result being that each commissioning entity pays an equal amount of the total increased bill - 51% of respondents
I charge a separate FIXED fee for each commissioning entity, with the result being that each commissioning entity pays an equal amount of the total increased bill - 29% of respondents
I charge the same total fee regardless of how many organisations are commissioning me - 6% of respondents
Not relevant - 13% of respondents
Regarding the cost-sharing principles described above, how much do you additionally charge for each additional commissioning entity / business:
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Do you sell prints of your work?
Yes - 40% of respondents
No - 60% of respondents
Approximately what percentage of your total taxable income last financial year was derived from selling prints?
None - 57% of respondents
Less than 10% - 35% of respondents
Between 10% and 24% - 5% of respondents
Between 25% and 49% - 1% of respondents
Between 50% and 74% - 1% of respondents
More than 75% - 0 respondents
If your business is image/print sales only or includes image/print sales, what is the average rate you charge per image/print? ie: artists and fine art print sales:
The survey data for this question is only available to members of Image Makers Association.
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If you produce images for stock library use, what payments do you receive?
The survey data for this question is only available to members of Image Makers Association.
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Do you receive or pay yourself superannuation?
The survey data for this question is only available to members of Image Makers Association.
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Part C - Income, Third Party Licensing Fees
This section relates to image sales to third parties who were not part of an original commission.
Do you charge licensing fees for use of your images by 3rd parties, separate to and outside of your agreements with your commissioning clients?
Yes, I charge separately for use by all 3rd parties - 59% of respondents
Yes, I charge separately for use by commercial 3rd parties only (but do not charge for charitable/non-profit/private use) - 39% of respondents
No, I don’t mind who uses my images - 2% of respondents
Do you provide an option for your commissioning clients to purchase EDITORIAL usage licenses on behalf of commercial editorial and general media publishers?
The survey data for this question is only available to members of Image Makers Association.
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How much do you charge for use of your images for 3rd party EDITORIAL use, regardless of whether the fee is being met by your commissioning client/s or by the editorial publisher? Enter all fields that are applicable:
No charge, editorial use is included in my base fee
The editorial publisher sets the rates that I am paid for editorial publication
Not relevant
Fixed rate, per image (screen/digital use only):
Fixed rate, per image (print & screen/digital use):
Fixed rate, per special/cover image (print use):
Fixed rate, per publication (screen/digital use only):
Fixed rate, per publication (print & screen/digital use):
Fixed rate, multiple/unlimited publications (screen/digital use only):
Fixed rate, multiple/unlimited publications (print & screen/digital use):
Percentage of original commission, per publication:
The survey data for this question is only available to members of Image Makers Association.
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Separate to editorial use, how much do you charge for use of your images for COMMERCIAL use by 3rd party businesses or other entities? Enter all fields that are applicable:
Fixed rate, per image (social media use only):
Fixed rate, per image (screen/digital use only):
Fixed rate, per image (print & screen/digital use):
Fixed rate, per entire shoot/project (screen/digital use only):
Fixed rate, per entire shoot/project (print & screen/digital use):
Sliding scale rate, per image, for bulk purchase (screen/digital use only):
Sliding scale rate, per image, for bulk purchase (print & screen/digital use):
No charge, I don’t mind who uses my images:
nobody
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Separate to editorial use, how much do you charge for use of your images for ADVERTISING use by 3rd party businesses or other entities? Enter all fields that are applicable:
Fixed rate, per image (social media use only):
Fixed rate, per image (screen/digital use only):
Fixed rate, per image (print & screen/digital use):
Fixed rate, per entire shoot/project (screen/digital use only):
Fixed rate, per entire shoot/project (print & screen/digital use):
Sliding scale rate, per image, for bulk purchase (screen/digital use only):
Sliding scale rate, per image, for bulk purchase (print & screen/digital use):
No charge, I don’t mind who uses my images
nobody
The survey data for this question is only available to members of Image Makers Association.
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Do you offer complementary use of your images?
The survey data for this question is only available to members of Image Makers Association.
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Approximately how many of your shoots or commissions last financial year generated additional licensing fees or royalties?
The survey data for this question is only available to members of Image Makers Association.
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Approximately what percentage of your total taxable income last financial year came from additional licensing fees or royalties?
The survey data for this question is only available to members of Image Makers Association.
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Do you provide your commissioning clients with an option to pay you to waive your moral right to be attributed whenever your images are used?
(Moral rights concern the creator’s right to be properly attributed or credited, and the protection of their work from derogatory treatment.)
No, if they ask nicely; they can have it at no charge - 5% of respondents
No, I’m not concerned about my moral rights - 5% of respondents
No, I don’t sell away my moral right of attribution - 77% of respondents
Yes, at a fixed rate per use of:
The survey data for this question is only available to members of Image Makers Association.
Yes, at a fixed rate per image of:
The survey data for this question is only available to members of Image Makers Association.
Yes, at a fixed rate per shoot/project of:
The survey data for this question is only available to members of Image Makers Association.
Yes, as a percentage:
The survey data for this question is only available to members of Image Makers Association.
Do you provide your commissioning clients with an option to completely buy-out the entire copyright for any or all of the images that you are commissioned to make?
No, I am not open to selling away my copyright
57% of respondents
Yes, I regularly work on a work-for-hire basis and do not charge extra for buy-out of copyright
5% of respondents
Yes, at a fixed rate per image of:
The survey data for this question is only available to members of Image Makers Association.
Yes, at a fixed rate per shoot/project of:
The survey data for this question is only available to members of Image Makers Association.
Yes, as a percentage of creative fee:
The survey data for this question is only available to members of Image Makers Association.
When you provide licenses to your COMMISSIONING CLIENTS, what duration limit do you typically apply to your licenses?
The survey data for this question is only available to members of Image Makers Association.
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When you sell 3rd PARTY LICENSES for commercial and/or advertising use, what duration limit do you typically apply to your licenses?
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Part D - Expenses
Which of the following expenses do you directly charge to your commissioning clients as disbursements?
Select all fields that apply:
Do you charge for a pre-shoot site visit / recce?
It’s included in my creative fee - 15% of respondents
I occasionally charge a fee depending on location, ie: travel out of local area - 0 respondents
I charge an hourly rate - 5% of respondents
I charge a fixed fee - 2% of respondents
I don’t charge for pre-shoot site visit / recce - 11% of respondents
Not relevant / I don’t undertake pre-shoot visits / recces - 4% of respondents
No response provided - 63% of respondents
If you do charge for a pre-shoot site visit / recce, how much do you charge?
The survey data for this question is only available to members of Image Makers Association.
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Do you charge for pre-production and planning, excluding a pre-shoot visit / recce?
It’s included in my creative fee
I charge an hourly rate
I charge a fixed fee
I don’t charge for pre-production or planning
Not relevant / I don’t undertake pre-production or planning
If you do charge for pre-production and planning, how much do you charge?
Fixed amount per project:
Hourly rate:
The survey data for this question is only available to members of Image Makers Association.
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The survey data for this question is only available to members of Image Makers Association.
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Do you charge your commissioning clients for travel costs?
Never - 2% of respondents
Yes, always - 16% of respondents
Yes, but only if travelling more than an hour from home - 10% of respondents
Yes, but only if travelling interstate or internationally - 72% of respondents
The survey data for this question is only available to members of Image Makers Association.
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If you do charge for travel costs, do you:
Charge an hourly rate of:
Fixed amount of:
Per km rate of:
Actual costs incurred amount:
Do you require a deposit for bookings?
No - 68% of respondents
Yes - 32% of respondents
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Yes, a fixed amount of:
Yes, a percentage of final cost of:
Do you charge your clients for cancellations? If so, how much?
No
Yes, I charge a fixed amount
Yes, I charge a % of my creative fee
Yes, I charge a % of the total quoted fee
If cancelled within 7 days of a shoot, this fixed fee of:
If cancelled within 7 days of a shoot, this % fee:
If cancelled within 2 days of a shoot, this fixed fee:
If cancelled within 2 days of a shoot, this % fee:
If cancelled within 1 days of a shoot, this fixed fee:
If cancelled within 1 days of a shoot, this % fee:
Yes, but only if cancelled after arrival on site, this fixed fee:
Yes, but only if cancelled after arrival on site, this % fee:
The survey data for this question is only available to members of Image Makers Association.
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Do you require full payment before delivering finished images?
The survey data for this question is only available to members of Image Makers Association.
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Do you use a producer?
No - 97% of respondents
Yes, they charge a fixed rate per shoot:
The survey data for this question is only available to members of Image Makers Association.
Yes, they charge a percentage fee per shoot: - 0 respondents
The survey data for this question is only available to members of Image Makers Association.
Do you use a photo agent / rep?
No - 98% of respondents
Yes, they charge a fixed rate per shoot:
The survey data for this question is only available to members of Image Makers Association.
Yes, they charge a percentage fee per shoot:
The survey data for this question is only available to members of Image Makers Association.
Yes, they charge a fixed rate per month: - 0 respondents
Yes, they charge a fixed rate per year: - 0 respondents
Do you use any assistants on shoot days? If so, what do they charge you?
No / Not relevant
The survey data for this question is only available to members of Image Makers Association.
Yes, their rate for a ‘Long/Full Day’ is:
The survey data for this question is only available to members of Image Makers Association.
Yes, their rate for a ‘Standard Day’ is:
The survey data for this question is only available to members of Image Makers Association.
Yes, their rate for a ‘Half Day’ is:
The survey data for this question is only available to members of Image Makers Association.
Yes, their hourly rate is:
The survey data for this question is only available to members of Image Makers Association.
Do you pay assistants for shoots cancelled within 48 hours?
Yes - The survey data for this question is only available to members of Image Makers Association.
No - The survey data for this question is only available to members of Image Makers Association.
Not applicable - The survey data for this question is only available to members of Image Makers Association.
Do you pay assistants for shoots cancelled within 24 hours?
Yes - The survey data for this question is only available to members of Image Makers Association.
No - The survey data for this question is only available to members of Image Makers Association.
Not applicable - The survey data for this question is only available to members of Image Makers Association.
Do you pay assistants cancellation fees if the shoot is cancelled on arrival at site?
Yes - The survey data for this question is only available to members of Image Makers Association.
No - The survey data for this question is only available to members of Image Makers Association.
Not applicable - The survey data for this question is only available to members of Image Makers Association.
Do you pay your assistants superannuation, in addition to the costs mentioned above?
No / Not relevant - The survey data for this question is only available to members of Image Makers Association.
Yes, I pay my assistants the legislated amount of super (11% at the time of this survey) - The survey data for this question is only available to members of Image Makers Association.
Do you outsource any part of your editing / post-production / file handling? If so, what is the average amount that they charge you? Complete as many fields as are relevant:
No / not relevant
Yes, their rate per image is:
Yes, their rate per shoot / project is:
Yes, their rate per hour is:
Yes, their rate per day is:
The survey data for this question is only available to members of Image Makers Association.
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Excluding your time shooting on location, which of the following best describes the place where you work:
I primarily work/edit from my home:
I work/edit from an office space that I rent:
I work/edit in a studio space that I rent:
I work/edit in a studio space that I own:
The survey data for this question is only available to members of Image Makers Association.
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What were the approximate total deductions from your taxable income last financial year in relation to the place where you work, inclusive of deductible portions of rent/mortgage, internet connections, phone connections, energy use, etc?
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How much did you pay for business insurance last financial year?
(Note that Insurance data may be passed on to IMAA’s sponsoring insurer for them to inform their future insurance offerings):
The survey data for this question is only available to members of Image Makers Association.
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Specify the type of insurances included in your insurance package:
Equipment damage/loss - 80% of respondents
Drone Insurance - 20% of respondents
Public Liability - 88% of respondents
Professional Indemnity - 40% of respondents
Travel Insurance - 16% of respondents
Workcover - 5% of respondents
If you have separate insurance policies or additional insurances not included in your package please itemise below:
Equipment damage/loss:
$xxx per year - The survey data for this question is only available to members of Image Makers Association.
Public Liability:
$xxx per year - The survey data for this question is only available to members of Image Makers Association.
Professional Indemnity:
$xxx per year - The survey data for this question is only available to members of Image Makers Association.
Travel Insurance:
$xxx per year - The survey data for this question is only available to members of Image Makers Association.
Workcover
$xxx per year - The survey data for this question is only available to members of Image Makers Association.
None, I do not insure my business nor my equipment
$xxx per year - The survey data for this question is only available to members of Image Makers Association.
Do you pay any Life, Trauma or Income Protection Insurances. If so please indicate costs per annum:
The survey data for this question is only available to members of Image Makers Association.
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Approximately how much do you spend on image-making equipment each year (excluding computers), averaged out?
Less than $5k - 43% of respondents
Between $5k-$10k - 40% of respondents
Between $10k-$15k - 12% of respondents
Between $15k-$20k - 4% of respondents
More than $20k - 1% of respondents
Approximately how much do you spend on computer & server hardware each year, averaged out?
Less than $5k - 73% of respondents
Between $5k-$10k - 24% of respondents
Between $10k-$15k - 2% of respondents
Between $15k-$20k - 0 respondents
More than $20k - 0 respondents
Approximately how much did you spend last financial year on software relating to digital file services or transfer?
(Such as Dropbox, We Transfer, web-delivery subscriptions & systems, cloud storage, physical drives sent to clients, snail-mail, couriers, etc)
$0 per year - 12% of respondents
$100-199 per year - 10% of respondents
$200-299 per year - 18% of respondents
$300-399 per year - 11% of respondents
$400-499 per year - 10% of respondents
$500-600 per year - 12% of respondents
$700-800 per year - 7% of respondents
$900-1,000 per year - 10% of respondents
$1,200-1,500 per year - 5% of respondents
$2,500-4,000 per year - 4% of respondents
$7,000 per year - 1% of respondents
Approximately how much did you spend last financial year on software relating to your image making business?
(Such as image editing software, movie editing software, accounting software, operating system software, etc, excluding file delivery systems)
$0 per year - 10% of respondents
$100-200 per year - 11% of respondents
$250-300 per year - 10% of respondents
$400-500 per year - 12% of respondents
$520-750 per year - 7% of respondents
$800-1,000 per year - 16% of respondents
$1,200-1,400 per year - 7% of respondents
$1,450-1,700 per year - 11% of respondents
$2,000-2,500 per year - 9% of respondents
$3,000-4,000 per year - 5% of respondents
$5,000 per year - 1% of respondents
$8,000 per year - 1% of respondents
Approximately how much do you spend each year on marketing your business?
Website hosting:
$xxx per year - The survey data for this question is only available to members of Image Makers Association.
Website design & construction:
$xxx per year - The survey data for this question is only available to members of Image Makers Association.
Social media:
$xxx per year - The survey data for this question is only available to members of Image Makers Association.
Digital advertising:
$xxx per year - The survey data for this question is only available to members of Image Makers Association.
Search engine optimisation:
$xxx per year - The survey data for this question is only available to members of Image Makers Association.
Printed brochures, handouts, flyers, books:
$xxx per year - The survey data for this question is only available to members of Image Makers Association.
Approximately how much do you spend each year on industry membership fees (such as IMAA, copyright associations, etc)
The survey data for this question is only available to members of Image Makers Association.
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How much do you spend on professional development and self-education each year?
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How much would you estimate you’ve spent each year (averaged out) on chasing copyright infringements, whether using formal legal processes or using subscriptions to web-based copyright infringement systems?
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To the 82 photographers who took the time to complete this survey: thank you again. Without your input the insights presented here would not exist.
If you’re a photographer or other image-making professional who is looking for more detail than what is shown here, feel free to join us to gain a much deeper insight into how you might approach the running of your business. If you are already an Image Makers Association member you can find the complete responses to all survey questions by logging into the member section.
We note again that Image Makers Association Australia cannot prescribe nor suggest how much any photographers should charge nor how they should structure their business. To do so would be to breach Australian anti-competition law. The data collated here is intended to provide an unbiased frame of reference for how image-makers collectively value their work. The presentation of this data thus marks an attempt at providing an impression of the many and diverse factors that influence the income and expenses of professional Australian photographers in the current business landscape. This information is not a recommendation for rates to be charged and is being provided for research and informational purposes only.
If you are interested in researching this topic further you can consult Business.gov.au, Business Victoria, NSW Fair Trading or the ACCC for information related to business pricing strategies.