2024 Digi-Tech Survey Results
As I did last year, I put together a survey a few weeks ago I put together a survey to gather data regarding
rates and other metrics for Digital-Techs. I've collated and analyzed the data to
share with everyone. Before you dig into the information you should be
aware of the following:
Interpreting the data:
I highly recommend reading the data interpretations for each section.
This will provide context for the data and likely answer most
readers' questions.
Sample size:
The questionnaire was shared on Instagram, Discord and Reddit by
myself. I assume others distributed it in other ways. Not everyone or
every market will be accurately or fully represented. Some are
more active in online communities than others. However, I assumed there would be a greater number of responses this year but there was less. There was a total of 222 responses with 69 being from 21 countries outside the USA.
I can't confidently point to any singular reason for this and you shouldn't let this imply anything about the industry. For instance there were 0 responses from Vancouver, BC and I know there's a decent number of digi-techs actively working there.
The complete data is available below for
anyone to make comparisons based solely on their location or any other analysis they wish. Download> HERE
You can also view it online HERE.
Economics:
Rates will always vary depending on location. However this deviation shouldn’t be that significant. The types of clients and work also affects the rates. It’s complicated.
Misinterpretations and flaws:
It should be noted that I'm no expert in gathering this type of
information and my wording could have been flawed at times. I attempted
to limit variables and other “what ifs” so as to not
overload participants and myself. Overall, I feel the goal was
achieved with the responses. Participants were instructed to
convert their currency to US Dollars. This could have introduced some
errors by anyone failing to do so properly.
Demographics:
Location:
This segment was new for this year to help gauge the amount that others were working. You can use the complete data linked above and below to help compare to others in your region.
Additionally, a questions were asked to gauge the optimism of the future and how participants felt about of work available in their region and compare that to the previous 12 months.
There was one entry excluded from this the number of days works as it was such a outlier it wasn't believable; it implied working more than is reasonably possible.
.png)
Day Rates:
For the sake of this survey a day rate is the pre-tax amount one will receive for 10hr of labor on set. This doesn’t include any equipment.
Obviously, with day rates there can be a range based on both location and the types of jobs one takes. Context of the situation varies significantly. For instance, Editorial will almost always be a lower budget than Advertising jobs. Higher rates typically go hand in hand with bigger budget jobs that require more stress and responsibilities. Someone might work both Editorial and Advertising and have a lower rate for the former. It would have been too difficult for me to try to break up rates and directly tie them to a segment.
Therefore two questions were asked about day rates:
- What is your typical day rate for 10hr day?
- What is the lowest day rate you will accept for 10hr day?
The purpose behind these two should be obvious. There’s a rate one prefers, the typical (which could be higher at times), and a minimum that they will accept. There is no definitive answer for what your rate should be. But there is a minimum that should be a respectable amount in order to live in your location.
There was one data set excluded from this section as it such a outlier it wasn't believable.
.png)
.png)
Kit Rates:
For this category two questions were asked:
- "What is the average rate for a capture package/kit you offer?
- "What is the lowest rate for a capture package/kit you offer?"
This is a rate for the equipment provided by the tech and excludes the day rate for labor. Once again consider the region to put some of these rates in context.
.png)
.png)
What's your rate for a similar kit?
In a effort to clarity these questions examples of two kits where shown and participants were asked to provide a rate they would charge for a similar kit in the image. There were two examples here; one, a small laptop with tripod kit. The other was a large kit with a cart and multiple monitors. These were general examples and didn't include camera or lens rentals into the packages. Once again consider the region to put some of these rates in context.
.png)
(1).png)
Employment:
To offer better clarity this year two questions regarding source of income were included. Additionally, a question regarding the type of employment was asked.
Rate Increases:
The rate of inflation is always changing. See here. As of writing this, the current rate of inflation for the US is 2.6%
over the past 12 months. (You will note in the link above the only
period of significant deflation in the past 20 years was in 2009 after
the 2008 banking crisis.)
Basically, If you aren’t increasing your rates annually, it means
you are making less money than the year before. At the VERY least one
should increase their rates by 2% annually but it’s best to keep
up with the annual inflation rate. If you are still working at the same
rates you were 5-10 years ago you are doing yourself and others a
disservice. I can’t think of much that hasn’t increased in
price in the past 5, 10 or 20 years. Your income and rates should correlate with
this.
Being Incorporated:
This is more of a US oriented question as the tax structures and
aspects of owning/running a business vary greatly in other countries,
which I'm clueless about. This information felt relevant to see how
many are incorporated and what type. Depending on the type of jobs you
work and the income you generate you might benefit from being
incorporated. You can learn more about this topic here. For those outside of the US you should look into the equivalent in
your country and the pros/cons and costs associated with it for your
situation.
Travel days:
Some people travel to work in other locations and it can vary on
whether they accept ½ day rate for travel days. This is sometimes
done to help meet the original budget outlined of the bidding process to
ensure a photographer can work with someone they know well and not a
stranger. Taking a ½ day rate for travel can be a bit
controversial for some. It’s worth fighting for full rate travel
days. It is a day in which you are typically fully occupied with travel
logistics and transporting equipment. It’s not a vacation.
In Summary:
Hopefully this was a worthwhile endeavor that others find insightful.
The complete data is available to download HERE so you can filter it by your location or market and make relevant
comparisons.
You can also view it and the charts online HERE.
Just as I stated last year, I do believe this will be an eye opener for some and frustrate others.
Just keep in mind that comparison is the thief of joy. But, I feel
it’s important to have the knowledge. I certainly don’t
intend everyone to look at the max value for rates and just start using
that as their rate. There are many factors that contribute to that
number as discussed prior as well as potential flaws in that data. You
should use the info to evaluate yourself and where you stand in those
regards. You might be happy working with smaller clients with smaller
budgets that are less stressful and require smaller kits. There’s
nothing wrong with that. You shouldn’t expect to have a top-tier
rate or the highest kit rates. Often those higher rates come with more
stress, responsibilities, overhead and equipment. (But, there can be
outliers.)
Final Thoughts:
Finally, by doing this experiment I learned a lot. Thank you to those that participated.
These days clients want more for less and it can
feel like a race to the bottom. In late 2022 budgets were slashed due to
economic fears and yet it seems clients still expect the same amount if
not more work for less compensation. I certainly hasn't seemed to rebound in 2024 as much as many had hoped.
Artificial Intelligence and generative design is definitely a looming danger for many in the photography community
and it's not making things easier when it comes to sustaining a
livelihood. Versatility and flexibility will be key moving forward.
This data should also be something that Producers,
Agents/Reps, Art Producers are aware of because that’s often where
the budgets begin and they factor in the rates they are expecting to pay
for production.
While I can completely understand and relate to being in a tough spot financially and needing to take work that comes your way. Accepting a very low rate means that those offering the work think that’s acceptable and often start to ask for more without compensating more. If they can’t find anyone to work for a low rate they will learn they need to offer more to find someone. There isn’t now nor do I feel there will ever be a collective/union to ensure proper compensation in this field but using data like this can be a strong tool.
Remember, 10 hours on set often turns into 12-14+ hr days with preparation, commuting and loading/unloading equipment. We aren’t always fortunate enough to get prep or post days. Know your worth. Take a look at your overhead and position in your market and ensure you’re being compensated at a competitive rate. Hopefully those low-ball rates being presented to us will disappear when they realize no one will take the bait.
Did you find this helpful?
Support the efforts of the blog here: Venmo / Paypal
