Perhaps one of the niche genres of the medium is underwater photography. While there are varied themes one could photograph on land, the dynamics change drastically when it is time to go underwater. However, that did not stop pioneers like William Thompson and Louis Marie-Auguste Boutan from breaking the traditions. Although the latter is considered to have made the first underwater photograph, some argue the former was the first to achieve pathbreaking success. Either way, both helped us to push the medium further, and it now seems there is no turning back, as a new report claims that underwater photography will reach new heights by 2030.
The Underwater Photography Market Conundrum
According to the data revealed by Allied Market Research (first reported by EIN Newsdesk), the underwater photography camera market is supposed to reach $18.81 billion by 2030. In a previous article we published, the numbers were closer to $13.3 billion. The 5.51 billion jump is no small number, considering the forecast has changed over the past year instead of a decade. This further made us scratch our heads, considering how a limited number of photographers still venture into this business.
Underwater photography requires a different skill set and is also quite an expensive career choice. One’s setup (from cameras to housing gear) could cost anywhere between $5,000 and $8,000, and sometimes more, depending on the genre. For instance, underwater portraits of sharks or polar bears will require a different set-up than aesthetic portraits of divers or macro photographers of marine life. Moreover, if you are not an experienced diver, then count the instruction lessons in the budget, too. And if you factor in a good number of dives, which is often the case, like any other genre of photography, then you will be spending more than you think.
A Billion Dollar Industry: True or Fake?
While TikTok and Instagram have really promoted photography, they have also popularised images of the unseen, namely wild and underwater marine life. Furthermore, the use of the cameras is not limited to showing the beauty of marine life but also to conserving it. However, even if scientists use imaging tools, the number still does not add up.
We spoke to Brett Stanley, who creates thought-provoking, creative underwater portraits to understand the highly specialized field. Unlike photographers who capture the beauty of the wild, Brett’s magical portraits are surreal concept photographs created using immense perseverance and love. He clearly knows what he is doing, so when we emailed him about the number, Brett said underwater photography is certainly on the rise. “Whilst I am definitely seeing an increase in underwater portrait photography,” he wrote to us, “it’s not going to be anywhere near those numbers.” The reason is that half a decade is a very short time, considering how camera manufacturers are still reeling from the aftermath of the pandemic and production shortage issues. “So, that number sounds very large for just 5 years away,” he explains.
However, things aren’t exactly bleak for the business. Brett states that the largest part of the market “is always going to be recreational and commercial scuba diving usages,” especially since many people, including those from echelons of society, are investing in expeditions. This is also how some underwater photographers continue to earn while they pursue their careers on the side. However, “Underwater cameras and housings become cheaper” is also a great factor. “There’s quite a lot of work being done in the industrial side of things with underwater monitoring systems. Just the other day, I was talking to a manufacturer about the underwater cameras for the Olympics—That’s another outlet as well,” Brett adds.
Even considering all the various photographic practices, the number is still quite low. However, Brett notes that films and videos could increase sales. However, one must remember that such stories, along with the production value, will shoot the cost of the film out of the roof. Brett adds that with AI, the chances of the market shrinking are higher since many would prefer to cut costs than hire photographers who create authentic images.
In conclusion, the underwater photography market may not reach a staggering $18.81 billion in camera sales, but it could rise closer to those numbers. Camera trends change with customers’ needs and spending values. Perhaps people stick to photographing the land, or perhaps, in dire need of an escape from AI, they plunge underwater. Nobody really knows the future.