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I feel fortunate that my introduction to photography came at a time when everything was analog. So, it’s with a great sence of joy that I see a massive interest in all things pre-digital. I’m excited by the resurgence in popularity of analog technologies. This trend which has been evolving over the past decade or so, is driven by a desire for more tangible, authentic, and intentional experiences, and for photographers this is (in my opinion) as much about process as it is about the final image. The Analog Revival offers us an escape from digital fatigue, with younger generations being a significant part of the movement.

A man with a 35mm camera next to a text saying "The Analog Revival"

There is new production of vinyl records, a thriving second-hand camera market, and a growing appreciation for the unique qualities of analog formats, in everything from synthesizers to typewriters. People are rediscovering the joys of the physical nature of the media and in a broader context, interaction and social benefit. And, there is a profound psychological affect that comes from the physicality of analog media…tactile memory.

Younger consumers are experiencing digital fatigue and longing for things they can touch, the process of setting up, making, and experiencing the physical quality of creativity. Additionally, there are numerous trends like wellness centers or analog cafes where devices are not allowed and sourdough bread served with slow drip coffee is king.

The Analog Film and Camera Market is Growing!

From a photography perspective, there is real data to support this resurgence. According to a report from *Business Research Insights, the analog film photography camera market is expected to increase by nearly 4% over the next ten years. According to the National Endowment for the Arts, 38% of photography schools in the U.S. have reintroduced film camera courses to teach traditional photographic techniques, increasing demand for film cameras. The European Federation of Photographic Industries notes that 52% of professional studios adopted hybrid workflows using both film and digital cameras to cater to diverse client preferences.

Fashion brands for example are embracing film to create ad materials that stand apart from their competitors, and camera companies are launching new analog cameras and hybrid models to address the resurgence of the analog experience. In Japan, they lead the global market with over 4.2 million rolls of film sold in 2023.

*In Europe, photographic exhibitions using analog film increased by 28%, and art schools reported a 15% rise of student enrolment in analog photography programs. In 2023, there were over 11 million rolls of color film and over 7 million packs of instant film sold globally. Black & White film also saw growth as over 4.8 million rolls supporting an increase of 10% globally shows significant expansion. Kodak and Fujifilm have increased production and re-vamped factories to keep up with increasing demand. The market is expected to grow by nearly 2% over the next few years and companies are getting creative in the way they are expanding such as introducing limited edition emulsions and retro style packaging. In parallel to the growth in film sales, retro and vintage camera markets have seen significant growth of 22% YoY supporting the demand.

*Source: https://www.businessresearchinsights.com/market-reports/film-photography-camera-market-109197 https://www.marketgrowthreports.com/market-reports/photographic-film-market-113578

The data illustrates a great future for film photography. Personally, I love the fact that (although expensive) film, paper and chemistry are readily available and I can teach my kids the joy of taking a slow measured and mindful approach to creating great pictures with traditional or alternative processes.