Tablet full of data showing how video production agencies make money
18 August 2020

How Do Video Production Agencies Make Money?

Discover the varied revenue streams of video agencies today. From client projects to stock footage sales, explore their multifaceted income strategies.

How do video production agencies make money? Delving into the business model of these agencies uncovers a multi-faceted approach to revenue generation. Let's peel back the curtain and explore the profit-making mechanisms behind the scenes.

1. Client Projects: The Core Revenue Stream

Most of the income for video production agencies comes from commissioned client projects. Whether it's a startup needing a brand video or a corporation wanting a series of commercials, these projects form the backbone of an agency's earnings. Factors influencing the price include:

  • Complexity and Length: A 30-second advertorial will cost significantly less than a 10-minute mini-documentary.
  • Equipment and Tools: High-end cameras, drones, and specialized tools can increase the budget.
  • Talent and Crew: Inclusion of actors, specialised crew members, or celebrity endorsements can elevate costs.

2. Stock Footage Sales

In the era of rapid content creation, not everyone has the budget or time for bespoke videos. Herein lies the opportunity. Many video production agencies create and sell stock footage on platforms like Shutterstock or Getty Images. Every download earns them a royalty, turning unused footage into a passive revenue stream.

3. Video Editing and Post-Production Services

It's not just about shooting; it's about refining. Many agencies expand their offerings by providing video editing and post-production services. This includes color grading, sound editing, visual effects, and more. For businesses that have raw footage but lack the expertise to polish it, these services are invaluable.

4. Video Marketing and Distribution

Producing a video is half the battle. Distributing and marketing it effectively is equally crucial. Recognizing this, many video agencies offer marketing services, helping clients get their content in front of the right audience. This can involve video SEO, social media promotion, and even targeted ad campaigns.

5. Workshops and Training

With the boom in content creation, many individuals and businesses are eager to learn the tricks of the trade. Agencies often host workshops and training sessions, passing on their expertise for a fee. It's an excellent way for them to capitalise on their knowledge while also building strong community ties.

6. Equipment Rentals

High-quality video production requires state-of-the-art equipment. Instead of letting their gear gather dust between shoots, many agencies rent out their equipment. This offers a steady income stream, especially in bustling creative hubs.


Answering the question, how do video production agencies make money, reveals a multifaceted business model. While client projects remain the core, agencies today are diversifying, tapping into various streams to ensure a steady cash flow. In a rapidly evolving digital landscape, their adaptability and versatility play pivotal roles in their financial success

James Bryant

Written by James Bryant Video strategist and co-founder for Venture Videos — a full-service video production agency that specialises in producing creative videos & campaigns that get real results.

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