Photography Education Market Analysis

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Photography Education Market Analysis

Key Takeaways

  • Magnum Photos offers photography education through Magnum Learn, its online learning platform. Its competitive advantage is its course offerings that have personal advice. The courses have "in-depth interviews, on-location shoots, and off-line workbooks with expanded interviews."
  • The Institute of Photography offers Professional Diploma in Photography that caters to beginners and more advanced photographers as the course can be tailored to suit one's needs. This is considered "the best photography course available online today."
  • The Photo Academy offers photography classes in private, in a group, live, or remotely. It is based in Bruxelles, Belgium, but it is also available in other locations such as Paris, London, Luxembourg, Dublin, Liverpool, Birmingham, Edinburgh, Los Angeles, New York, Chicago, Sydney, Seoul, Tokyo, Singapore, Mumbai, and Hong Kong, among others.

Introduction

This research presents ten companies dominating the photography education industry through its online tutorial content. The companies included are Nikon, Canon, Magnum Photos, Institute of Photography, iPhotography, Masters of Photography, The School of Photography, The Photo Academy, Adobe, and CreativeLive. The details are outlined below.

Nikon

  • Nikon, one of the world's largest camera companies, offers affordable photography lessons for all expertise levels through the Nikon School Online.
  • Nikon's revenue in 2021 is 451.2 billion Japanese Yen, or $3.92 billion. The company has 19,448 employees that don't include those in its subsidiaries or associated companies.
  • Nikon School's physical location used to be in Central London. Its physical presence closed in 2020 and has entirely gone online since then.
  • Nikon School's competitive advantage is its class offering specifically designed for a Nikon camera, though some classes are still useful even with the use of other camera brands. According to The Balance Careers, Nikon School offers the best classes for Nikon cameras.
  • Nikon School offers different classes for beginners and professionals. Some of its product offerings include classes such as "Getting Started with Your Nikon DSLR, Food Photography Featuring Joanie Simon, Better Holiday Photos with Nikon Ambassadors, Environmental Portraiture Featuring Joey Terrill, Beyond the Fundamentals of Photography, Exploring Dynamic Landscape Photography, Discovering Macro Photography."
  • Nikon School also offers a crash course on DSLR video productions called "The Art of Making Music Videos."
  • The price for the classes starts at $14.95.

iPhotography

  • iPhotography offers photography courses, photo-editing courses, and photography products. The photography products include flip cards, light tents, challenge boxes, and presets.
  • Its competitive advantage is the offering of photo-editing courses and photography products, aside from the photography courses. Other companies do not offer photo-editing courses and other products.
  • Photography flip cards are reference guides that ensure one gets the best shot possible. These cards are wearable and weatherproof. These cost $49.99.
  • Some of the photo-editing courses it offers include Photoshop Course, Lightroom Course, and Luminar Course, among others.
  • On the other hand, its photography courses include the iPhotography Course, Portrait Photography, Wildlife Photography, Wedding Photography, and Landscape Course, among others.
  • The iPhotography Course is considered "the world's most popular online photography course" that was able to help more than 100,000 photographers improve their skills. It costs $129.
  • This company is based in London, United Kingdom. Its revenue is less than $5 million, with less than 25 employees.

Magnum Photos

  • Magnum Photos is an agency started by legendary photographers George Rodger, Henri Cartier-Bresson, Robert Capa, and David Seymour. This agency is dedicated to providing support for photographers worldwide.
  • Magnum Photos is based in New York and has 30 employees in all locations. The company generates revenue of $5.30 million.
  • Magnum Photos offers photography education through Magnum Learn, its online learning platform. Its competitive advantage is its course offerings that have personal advice. The courses have "in-depth interviews, on-location shoots, and off-line workbooks with expanded interviews."
  • Some of its product offerings include a class called "The Art of Street Photography." This class offers ten videos that feature seven photographers, such as famous photographers Martin Parr and Bruce Gilden, who teach street photography.
  • The price of each class is $99.

Institute of Photography

Masters of Photography

The Photo Academy

  • The Photo Academy offers photography classes in private, in a group, live, or remotely. It is based in Bruxelles, Belgium, but it is also available in other locations such as Paris, London, Luxembourg, Dublin, Liverpool, Birmingham, Edinburgh, Los Angeles, New York, Chicago, Sydney, Seoul, Tokyo, Singapore, Mumbai, and Hong Kong, among others.
  • Its revenue is $257,277, and it has three employees.
  • The Photo Academy -Los Angeles offers different courses such as Introductory Courses for Beginners (price is $408), Camera Settings ($120), Portrait ($120), Composition and Framing ($100). The Composition and Framing class teaches how to take photos that "spontaneously attract the viewer's attention."
  • The Introductory Course for Beginners teaches basic photography techniques with an immediate application through practical exercises.
  • Its competitive advantage is the real-time communication that it offers with the photography teacher, including the "interactive learning experience and instant feedback."
  • One may also choose courses depending on one's location, skill level, and type of camera.

Canon

  • Canon is another company that offers photography education through Canon's World of EOS Learn. The courses offered here are free. According to Format, this is one of the best online photography tutorials.
  • Canon's World of EOS Learn offers online tutorials for those just starting, and it also offers more advanced tutorials.
  • Its competitive advantage is in providing lessons specific to the camera type, Canon cameras.
  • One of its courses is the Canon EOS 101 series that teaches shooting modes, file types, autofocus, and more.
  • One of its locations is in the United States. Canon's revenue is $7.58 billion, and it has 181,897 employees.

The School of Photography

  • The School of Photography has been teaching photography for 19 years now. It offers photography books, ebooks, courses, and merchandise.
  • Its competitive advantage is the money-back guarantee that it offers. The School of Photography offers a 60-Day Money-Back Guarantee. The refund can be claimed if one has completed the outlined tasks in the course but did not learn anything. In addition, it also offers books and ebooks. Other companies don't offer these.
  • One of the courses it offers is the Beginners Photography Course, which teaches exposure control, depth of field, ISO, and movement, among others. This course costs $109.
  • It has five members in its internal team led by Marc Newton. There's no specific location as it runs online. Its revenue is also not publicly disclosed.

CreativeLive

  • CreativeLive offers about 2,000 online photography classes. Every month, new classes are added to the platform.
  • CreativeLive is on a subscription basis, which costs less than $13 per month.
  • Its competitive advantage is in its download capability offering. It offers the ability to "download lessons for offline viewing." In addition, it specifically caters to creative entrepreneurs.
  • Some of its classes include Fundamentals of Photography, Adobe Photoshop CC, Adobe Lightroom, and Portrait Photography, among many others. The Fundamentals of Photography is taught by John Greengo. The class teaches the basics of photography and camera settings.
  • The company is based in Washington, US. Its revenue is $75.3 million, with 1,000 employees.

Research Strategy

For this research on photography education market analysis, we leveraged the most reputable sources of information in the public domain, including Nikon School, Canon Learn, The Balance Careers, DnB, LinkedIn, and the websites of the companies listed above.

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