Perhaps today on April 9, 2025, you received an email invitation from Shutterstock to join their “Unlimited Download Subscription” pilot program. On the surface, it sounds enticing: higher visibility, more downloads and the promise of growing earnings. But does it live up to the hype?

In this post, we’ll break down what the new model entails, how it might affect your revenue (if you were accepted) and whether it’s worth committing your time and portfolio to this new approach. Let’s get started!

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The Details Behind the Subscription Pilot

As the name suggests, Shutterstock Unlimited allows individual customers to download selected digital assets for a fixed monthly fee. According to Shutterstock’s own announcement, this is a pilot program, and only “select contributors” have been invited – see more details here. While that exclusivity might mean less competition within this new pool, it also raises questions. What happens to the content that isn’t included? And will this pilot eventually expand to all contributors (including videos), diluting the advantages of being an early participant?

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How the Pilot Revenue Model Works

Unlike the traditional per-download payment structure, Shutterstock’s new model is based on what they call a “Subscriber Share.” Here’s the basic idea:

• Shutterstock collects subscription fees and allocates 50% of the net revenue to contributors.
• Your share depends on how often subscribers download your content compared to others in the program, including videos.
• The more valuable your images are to subscribers, the larger your earnings.

While this sounds fair in theory, it introduces a layer of unpredictability. Earnings will no longer be tied to a fixed rate per download. Instead, your income will fluctuate based on subscriber behavior, making it harder to predict monthly revenues.

A Simple Example
Imagine a subscriber generates $39 in net revenue in a month and downloads a total of 20 items. Shutterstock sets aside 50%, or $19.50, for contributors. If your portfolio accounts for three of those downloads, you’d earn a proportional share:

3 / 20 × $19.50 = $2.92.

This would be your earnings from that subscriber for the month which is less than you might expect from a traditional per-download model, especially if your content isn’t in high demand.

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Concerns about potential Copyright Theft

One troubling aspect of this model is the potential for misuse. Unlimited subscriptions could make it easier for bad actors to download entire portfolios and re-sell images elsewhere. While Shutterstock has policies in place to deal with copyright theft, the process can be slow and bureaucratic. In many cases, only the reported images are removed after filing a DMCA complaint, leaving the remaining portfolio with suspected stolen content intact.

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Should You Opt-In or Opt-Out?

Shutterstock has made it easy for contributors to opt out, which is a positive move. If your current licensing model already performs well, you might be hesitant to embrace this change. However, participating early could offer insights into how this model evolves and whether it becomes a meaningful revenue stream over time.

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Comparing to Envato and Freepik’s Unlimited Subscriptions

This isn’t the first time an unlimited Netflix-style subscription model has entered the microstock industry. Envato Elements and Freepik have been running similar setups for years. From personal experience, despite having over 1,200 images on Freepik, my results have been underwhelming earning just around $10 a month, with average license prices as low as 7 cents. That’s a far cry from the consistent returns of traditional microstock sales. Others in the MSG Forum have discussed equally low returns at Envato.

What’s notable here is that Shutterstock is the first major microstock agency to adopt this approach. And let’s not forget their recent merger with Getty Images, which could signal a shift in strategy for the industry as a whole. Or perhaps a final nail in the coffin for hard-working contributors.

Getty and Shutterstock Merger: What It Means for Contributors

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Final Thoughts

Shutterstock’s Unlimited Download Subscription pilot represents a significant change for contributors. While it offers the promise of increased visibility and revenue, it also comes with risks: earnings instability, potential copyright concerns and the unknown long-term impact on the value of individual assets.

As with any industry shift, it’s worth carefully weighing your options before committing fully if/when you do have the opportunity.

If you do decide to join the pilot, keep a close eye on your numbers, stay informed, and be ready to adjust your strategy if the returns don’t meet your expectations. Until next time.

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About Alex

I’m an eccentric guy. I am based in Lisbon, Portugal. I am on a quest to visit all corners of the world. I want to capture stock images & footage. I’ve devoted ten years to making it as a travel photographer / videographer and freelance writer. I hope to inspire others by showing an unique insight into a fascinating business model.

I’m proud to have written a book about my adventures which includes tips on making it as a stock travel photographer – Brutally Honest Guide to Microstock Photography