Tool
Photo licence price guide.
A fair starting price for an Australian photo licence depends on scope, term, territory, and whether it is exclusive. This guide gives you a working range and an estimator. Buyers can use the same ranges to set a budget. All prices are in AUD ex-GST.
Estimator
A working price range. Move it up or down based on the value of the photo and the buyer.
Working range (AUD, ex-GST)
$40 to $80
Anchor: scope base x term x territory x exclusivity. Final number is for the photographer and buyer to agree.
Quick reference table
| Scope | AU only (AUD) | Global (AUD) |
|---|---|---|
| Editorial web (one article, 2 years) | 39 - 89 | 59 - 129 |
| Editorial print (one issue, up to 50k circ.) | 89 - 199 | 129 - 299 |
| Editorial book (one edition, 5k print run) | 149 - 349 | 199 - 449 |
| Commercial web (one product, 2 years) | 199 - 449 | 299 - 699 |
| Commercial print campaign (3 months) | 349 - 899 | 499 - 1,199 |
| Social media ad set (1 year) | 249 - 599 | 349 - 899 |
| Packaging (one product, 2 years) | 499 - 1,499 | 699 - 1,999 |
| Out-of-home / billboard (1 month) | 599 - 1,799 | 899 - 2,499 |
| Exclusive commercial (2 years) | 1,999 - 5,999 | 2,999 - 8,999 |
How the numbers were set
Drawn from quoted rates on small to mid-tier Australian photographers (sole traders and small studios) in 2025 and 2026, plus the published rate cards of Australian Geographic and a handful of agency rate sheets. Big-agency commercial rates are higher and should be quoted bespoke.
When to charge more
- The photo is iconic or hard to repeat (one-off light, a closed event).
- The buyer is a national brand or government tender.
- The use is on packaging or out-of-home (long, visible, hard to undo).
- You are granting exclusivity (5x to 10x the equivalent non-exclusive price).
When to charge less
- Repeat buyer with several licences in the year.
- Editorial use by a not-for-profit you support.
- You want a credit-led launch for a new style and the visibility matters more than the fee.