The Future of Stock Photography with the Getty Images and Shutterstock Merger | Release #413
Cover photo by kyokyo
In January 2025, the stock photo giants and announced their merger, re-emerging as the newly estimated $3.7 billion company .
This article delves into the background and purpose of the merger, the impact of AI technology, and what it means for photography creators.
Background and Purpose of the Stock Photo Industry Restructuring
and are the world's largest stock photo companies, providing hundreds of millions of images and videos used by news media, advertising agencies, and filmmakers. The merger is driven by strategic intentions such as expanding content libraries, technological innovation, and financial stabilization.
Shareholders of will own 54.7% of the new company, while shareholders will hold 45.3%, making it effectively a -led acquisition. Particularly, with the rapid development of AI technology, the merger aims to strengthen competitiveness in both the demand for licensed content and the provision of training data for AI models.
The Rise of AI Technology and New Possibilities
The rapid growth of AI technology is a significant factor behind the merger. Both companies already offer commercially viable generative AI tools, and further technological investment is anticipated.
However, it is also suggested that the evolution of AI may decrease the demand for traditional stock photo markets. With the proliferation of generative AI tools like and , users have more opportunities to create their own visual content. The new company plans to counter this by focusing on providing higher quality and more unique content, as well as enhancing the safety of AI tools.
Impact on Creators and Future Prospects
This merger presents new opportunities and challenges for photographers and video creators. On the positive side, there is an expected increase in opportunities to sell licensed content and expand access to a global customer base.
On the other hand, concerns remain about price competition, changes in compensation structures, and stricter content review standards. To adapt to future changes, creators will need to deepen their understanding of AI technology and focus on producing unique content.
