The world of digital content has a language all its own, and the term “royalty-free” might be the most misunderstood phrase in the bunch. When people hear “free,” they assume it means zero cost (it doesn’t).
Let’s clear up the confusion:
- Royalty-free means you pay once for content and can use it multiple times without additional fees—not that the content itself costs anything.
- Copyright is the legal ownership of content, which remains with the original creator even with royalty-free assets.
- Licensed content is what you’re actually buying—permission to use something within specific terms.
Here, I’m focusing on royalty-free licenses and what they actually mean for your projects.
Table of contents:
- What does royalty-free mean?
- How much does a royalty-free license cost?
- Royalty-free vs. other licenses
- The basics of a royalty-free license
- How to buy a royalty-free license?
- What does “Editorial use only” mean?
- FAQs
What does royalty-free mean?
The term “royalty-free” has to be one of the most misunderstood phrases in the digital content world. Despite what it sounds like, it doesn’t mean you’re getting anything for free—it’s just a specific payment structure that’s become the norm for stock photos, music, videos, and other creative assets.
When you buy something with a royalty-free license, you pay once, and then you can use that photo in your blog, social media, or company newsletter without paying again each time.
This is different from traditional rights-managed licenses, where you’d need to track exactly how you’re using the content and potentially pay more based on factors like audience size or how long you use it.
But there are rules. The creator still owns the copyright—you’re just buying permission to use their work within certain boundaries. Those boundaries typically include things like: no reselling the asset as-is, no using it in products you sell without significant modification, and no implying that the models in stock photos endorse your questionable business ventures.
How much does a royalty-free license cost?
The cost of royalty-free licenses in stock media varies based on several factors: from which platforms you buy it, how many you buy at once, standard vs. extended terms, and which media file you need.
In short (and on average), royalty-free photos cost from $0.20 to $20, videos from $5 to $100, and music from $1 to $50.
Royalty-free vs. other licenses
Royalty-free licenses are the most widespread because they allow commercial use while being affordable and broad. However, in certain situations, a different license can be a better fit.
| License | Royalty-Free | Rights-Managed | Public Domain | Creative Commons |
|---|---|---|---|---|
| Definition | Pay once, use multiple times | Pay per use, specific terms | Free to use, no ownership | Free with conditions |
| Cost | One-time fee | Variable, based on use. | Free | Free |
| Usage rights | Non-exclusive | Exclusive or non-exclusive | Unlimited | Non-exclusive |
| Duration | Perpetual | Defined in agreement | Perpetual | Defined in license |
| Modification | Allowed (restrictions may apply) | Permitted (requires approval) | Unrestricted | Permitted (license-specific) |
| Attribution | Appreciated, not required | Required | Not required | Often required (license-specific) |
| Examples | Stock photos, templates | Commissioned photos, exclusive content | Classical literature, historical artifacts | Wikimedia Commons, Flickr |
The basics of a royalty-free license
What you can and cannot do with a royalty-free license is spelled out in a legal document called a “license agreement,” and each stock media provider has its own. However, most of the conditions for royalty-free licenses are the same for all providers.
The basics of a royalty-free license include:
- One-time payment: After you pay a one-time fee to use the content, you can use the royalty-free file repeatedly without paying royalties, which is why the name “royalty-free” is used.
- Non-exclusive: The content you license in this way can be used by anyone else. To obtain exclusive rights to the content, you need a rights-managed or a custom license, which is considerably more expensive.
- No attribution required: In general, attribution is not required for royalty-free content. The only exception is editorial content, where attribution is often required. An attribution like this usually suffices: “[artist name]/Shutterstock.com”.
- Perpetuity: The license never expires. Once you use it in a project, your project is covered by the license forever. The only exception is certain unlimited download subscriptions, where you are not allowed to use the downloaded files in new projects after the subscription is canceled, but your existing projects are still covered.
- Worldwide: You can use the licensed file anywhere in the world. No redistribution of standalone files: You cannot redistribute the content as a standalone file, e.g., by reselling original files, screensavers, templates, or ringtones.
- Prohibited uses: You may not use royalty-free files defamatory or in a manner that violates export laws.
Broadly speaking, the above terms apply to all providers, but they may differ in certain aspects of royalty-free file licensing.
Aside from the cost, which can be arbitrary, and the file type (videos cost more than images), the terms of royalty-free licenses can also differ in the number of print/copy limits (typically 500,000 or unlimited print copies).
Indemnification is the providers’ liability if a licensed asset causes you legal problems. It ranges from zero to $250,000 or $1 million, with more expensive licensing usually providing more indemnity. Some licenses also limit the production budget for projects using the asset (often at $10,000), while others are unlimited. License may or may not allow the direct use of assets on merchandising items or packaging for resale. Not coincidentally, the above points also explain the differences between the standard and extended license
How to buy a royalty-free license?
Does that mean you have to contact the creators yourself? You could, but we usually use faster and cheaper ways. There are websites called stock photo, video, or audio marketplaces that act as intermediaries between creators and those who want to use creative content.
The best place to buy royalty-free content depends on whether you need stock photos or videos. Some of the best providers are Shutterstock, Adobe Stock, and Envato Elements.
These marketplaces have libraries with millions of royalty-free content. You can search for what you need using keywords and filters and pay a fee to legally use the content according to these terms.
There are usually several ways to pay for the licenses. The simplest is to pay per file, but it is also the most expensive. A cheaper option is to pay in advance for multiple files, e.g. 5 or 20, where you get a volume discount — we call these packages on-demand packages. The cheapest option is subscriptions, where you pay a fixed monthly fee for a certain number of downloads per month.
What does “Editorial use only” mean?
Some media files are tagged with “editorial use only.” This means that you can use the content for informational or educational purposes in publications such as newspapers, magazines, textbooks, and online articles, but not for commercial purposes, such as advertising or promotional materials.
Editorial use only label is given mainly to images and videos that depict recognizable people (like Obama and Taylor Swift) and properties (Empire State Building, Eiffel Tower), such as famous people, models without a model release, and properties without a property release.
Most providers require you to cite the editorial content appropriately. here are a few examples of how you must cite content at different providers:
- Shutterstock: “[Artist’s Name]/Shutterstock.com”.
- Getty Images: “[Photographer Name]/[Collection Name] via Getty Images.” or “[Video] [Imagery] [Music] supplied by [Artist Name]/[Collection Name] via Getty Images.”
- Adobe Stock: “Agency Name/Author Name – stock.adobe.com.”
You can site all royalty-free content if you want to, but you don’t have to. It depends on your company’s ethics and policies.
FAQs
Can I use royalty-free content forever and for any project?
Almost. Royalty-free licenses allow use across multiple projects indefinitely, but restrictions apply. You can’t resell content as-is, use it in misleading ways, or in sensitive contexts. Logos and trademarks are not permitted. Some subscription-based content may require re-licensing per project, and existing projects remain covered even if you cancel your subscription.
Can I use royalty-free content in products for sale, like T-shirts or merchandise?
It depends on the license. An extended license is usually required if the image or video plays a primary role in the product, such as on T-shirts, mugs, or merchandise. Check with your stock provider for specific merchandising permissions and licensing requirements.
Can I modify royalty-free images and videos, like adding music or using them in client work?
Yes, royalty-free content can generally be modified and used in commercial projects, including client work. Editing restrictions may apply to editorial content or when modifications misrepresent the original message. For team use or large-scale projects, a multiseat or extended license may be needed.
Can I use royalty-free images, videos, and music on websites, blogs, and social media?
Yes. Royalty-free licenses cover public-facing content, like blogs and social media. For platforms like YouTube, Twitch, or TikTok, content can be monetized, though extended licenses may be necessary for high-view counts or large-scale use. Always check individual provider terms.
Can I use royalty-free images of people, and are there risks?
Most images of people have model releases to minimize risks, but be cautious with sensitive uses, like implying endorsements. Double-check for commercial use permissions and ensure your use doesn’t violate privacy or publicity rights.
Where can I use royalty-free music, and are there restrictions?
Royalty-free music can be used in social media, websites, videos, podcasts, and events. High-budget projects or apps may require extended licenses, as platforms like Shutterstock and Adobe Stock impose restrictions. Services like Artlist have fewer limitations.
Can I use royalty-free stock footage in films and movies?
Yes, but you may need an extended license depending on distribution and budget. Stock footage is often used in films, though some creators prefer exclusive rights to avoid overlap. For major productions, a custom rights-managed license is recommended.
