RESEARCH ON PRICING FEATURES IN THE DIGITAL MICROSTOCK MARKET

Abstract

The article examines pricing mechanisms on the microstock digital content market (photographs, illustrations, videos, audio) in 2025, based on an analysis of the leading platforms: Shutterstock, Adobe Stock, Getty Images/iStock, Envato Elements, Depositphotos, Dreamstime, Pond5, 123RF, Bigstock, and Freepik. It is established that hybrid pricing models (subscription + on-demand) dominate, accounting for over 80% of sales, with the average price per unit ranging from 0.25 to 1.50 USD. Major platforms offer flexible tariffs that ensure accessibility for small businesses and freelancers while maintaining high margins for premium content (Getty Images up to 500+ USD per premium asset). The most advantageous options for high-volume use remain Envato Elements and Freepik Premium (unlimited access at 9.99–24.99 EUR/month), as well as Depositphotos and 123RF, which provide an optimal price-to-quality ratio.

The study reveals the radical impact of generative artificial intelligence on the market: AI-generated content share on Adobe Stock reached approximately 48% as of April 2025, leading to a 50–80% price drop for standard “generic” content in 2023–2025. This resulted in clear market polarization: mass, easily reproducible content (business hands, lifestyle, abstract backgrounds) has become nearly free to generate independently (via Midjourney, Firefly, etc.), while authentic, documentary, cultural, or location-specific content retains or even increases licensing value (especially on Getty, Alamy, Stocksy). Traditional creators (photographers, illustrators) have experienced significant income losses: revenue per download (RPD) for regular content fell to 0.25–1.20 USD, and average monthly earnings for many contributors decreased by 70–90% in mass niches. At the same time, authors who have shifted to AI-resistant niches (cultural events, festivals, documentary photography, real locations, emotions, children/animals in natural settings) or combine their own photography with AI post-processing maintain stable or even growing income.

The research confirms the market’s final division into two segments: cheap, mass, AI-dominated content and premium, authentic, human-created content. This bipolarity is identified as a stable trend that will define the market’s further development. The article also highlights the need for creators and platforms to adapt to the new realities of the digital creative economy, particularly through focusing on AI-resistant niches and hybrid content creation strategies. The findings underscore the importance of regulatory compliance (EU Directive 2019/790, EU AI Act) and ethical standards in AI-generated content usage, as well as the growing role of microstocks in the post-war economy of Ukraine, where local creators can leverage AI-resistant niches for sustainable income.