The average Brit now takes more than 1,000 photos and over 300 videos each year, according to new research. The study, commissioned by Samsung, reveals that the typical Brit captures 1,040 photos and records 312 videos annually.
Gen Z lead in content creation
Gen Z are the most prolific, averaging 39 photos and 17 videos per week, followed closely by Millennials, who take 26 photos and seven videos in the same period.
The research also found that 18% have tried to replicate the styles of renowned directors in their own videos, a figure that rises to 43% among Gen Z, with 21% admitting to creating content inspired by blockbuster films such as The Odyssey.
Editing becomes common practice
While capturing photos and videos has never been easier, 42% of people now spend time retouching or perfecting their posts before sharing them online. Content creators are most likely to crop images, trim clips, adjust brightness, enhance image quality, add music, or remove people from the background before unveiling their finished creations.
Annika Bizon from Samsung UK & Ireland, which is celebrating the launch of the Galaxy Z Fold8 Ultra, said: "Taking photos and videos has become second nature for many of us, but it's no longer just about capturing a moment. Our research found that over two in five Brits edit their content before posting, showing how much more considered the process has become. People want technology that helps them create content without slowing them down, whether they're filming a holiday, a concert or their morning walk."
Popular occasions and formats
The most popular occasions and settings captured include holidays (53%) and family gatherings (52%), pets (41%) and mealtimes (36%). Alongside these everyday moments, creator-style formats are gaining traction, with 15% sharing food content and 12% posting mirror selfies.
Meanwhile, 11% have filmed a 'day-in-the-life' video, with the same proportion (11%) having recorded Get Ready With Me (GRWM) or makeup and beauty videos — a figure that rises to 47% among Gen Zs who've produced at least one of these.
Growing enthusiasm for content creation
The study also revealed that 37% of adults now take more photos and videos than they did five years ago, while 35% create and share content with others at least three days a week. As visual-first platforms continue to surge in popularity, 30% said their enthusiasm for editing content has grown over the past five years.
The findings further suggest that the content people consume is directly shaping what they choose to create themselves. More than half (53%) believe social media has raised the bar for photography and video standards, with 49% now posting better quality or more polished content (42%) compared to five years ago.
Steady video recording (21%), low-light photography capabilities (19%), AI-powered tools (12%), and a larger screen for editing (10%) were all flagged as features that would encourage amateur creators to film even more.
