Analog photography is making a serious comeback. Even though we are in the middle of the digital age, analog products in particular are flying off the shelves. CameraNU sees this not only in its figures but also in a clear rise in searches for analog cameras and accessories, while since 2019 purchases of photographic film have increased by 100%.
Analog photography rediscovered
With the arrival of advanced smartphones equipped with high-resolution cameras and the 2012 bankruptcy of the world’s best-known camera brand, Kodak , it seemed that the era of analog photography was definitively over. Yet it is mainly the younger generation that has fully rediscovered analog photography.
Young people increasingly use social media channels to share—and find—passion and inspiration relating to analog film and photography. The style of filming and photography used in the past is also frequently seen in films and music videos today.
By then, analog Kodak products were once again in such demand that the company announced in 2020 that it would raise film prices for buyers, stores, and warehouses. This was not a new development; the price of a roll of Kodak film had doubled in 5 years, from €6.95 to €13.97.
The physical process
The growth in popularity of analog technology was not limited to photography. At the time, it had recently become clear that vinyl had overtaken CDs in the Netherlands; LPs by artists such as Danny Vera were particularly hard to keep in stock. This again showed that demand for vintage analog products familiar from the past had risen sharply. This was remarkable given the availability of streaming services such as Spotify.
It seems to be primarily the nostalgic, physical process associated with analog technology that appeals to the younger generation. Prices for second-hand vinyl records, photographic film, and cassette tapes were therefore continuing to rise sharply.
Michiel Maas, CameraNU’s marketing manager, explained: “When you take analog photographs, the end result is a tangible image on a negative, not merely ones and zeros on a memory card. We therefore see that this is what consumers are looking for today. People also find it exciting to have a roll of film developed, because they have to wait to see whether the final result turned out well.”
100% growth in film purchases since 2019
For CameraNU, the comeback of analog photography was unmistakable. The company noted that search volume for nostalgic photographic film had increased in 2021 by 23.5%. “Since 2019, we have seen growth of more than 100% in the number of rolls of film sold,” said Michiel Maas. “Sales of analog and Polaroid cameras also rose sharply; that camera category grew by 90% that year. Search volume for analog cameras and related searches was also 44.5% higher.” At the time, the company expected the medium’s popularity to continue growing.
