In photo licensing, duration refers to how long a client is allowed to use your images. It is one of the three key components of licensing, along with usage and exclusivity, and it directly impacts the value of your work and how you structure your pricing.
Time-Limited Licenses
A time-limited license gives a client the right to use your images for a specific period, such as 6, 12, or 24 months. After the agreed-upon duration ends, the client must stop using the images unless they renew the license. Most companies will not use images beyond two years, so time-limited licenses make sense for both the client and the photographer.
Time-limited licenses allow you to retain control over your images and create opportunities for additional income. Once the license expires, you can license the same images to other clients or include them in personal projects.
One-Time or Per-Use Licenses
Some licenses are even shorter, granting usage for a single campaign, publication, or event. Examples include a magazine cover, a single social media campaign, or a limited-run print advertisement. One-time licenses are valuable when clients need short-term access but do not require ongoing rights.
Avoiding Perpetual Licenses
A license in perpetuity grants the client unlimited use of your images forever. This can significantly reduce your potential for future income from the same work. Whenever possible, avoid perpetual licenses unless you are being compensated at a very high rate. Limiting the duration ensures your images maintain long-term value and flexibility.
Understanding duration helps you quote projects accurately, protect your work, and maintain the ability to monetize your images multiple times. By combining clear terms for usage, duration, and exclusivity, you can create fair, professional licensing agreements that benefit both you and your clients.
This lesson comes from The Adventure Photographer’s Playbook, where I cover licensing, pricing, and strategies for sustainable photography business growth.
This lesson comes from my ebook "The Adventure Photographer's Playbook" and it costs $10. Why so cheap? The goal is to help as many new to mid level photographers as possible go from nothing to getting booked in 18 months:
