Global Collecting 2025: Key Insights for Emerging Artists
🔍 Why this matters
If you’re an emerging artist seeking to understand how collectors think, where they’re spending, and what’s next in the market — this report gives you key data to tailor your strategy.
1. Key facts at a glance
Survey of ~3,100 high-net-worth individuals (HNWIs) across 10 major markets (US, UK, Mainland China, Hong Kong, France, Switzerland, Germany, Japan, Brazil, Singapore). Art Basel+2Art Market+2
On average in 2025, collectors allocate 20% of their wealth to art, up from 15% in 2024. Art Market+1
Ultra-wealthy (assets > US$50 m) allocate ~28%. Gen Z collectors also above average at ~26%. Art Market+1
Shift in buying behaviour: diversified media, more direct artist engagement, younger & female collectors playing bigger roles. Art Basel+1
2. What collectors are buying (and what that means for you)
Media & artist career stage
Paintings remain the largest by value (27% of fine-art spending). Art Basel
But other media growing: sculpture, photography, digital art (51% of HNWIs bought a digital artwork; digital = ~14% of fine-arts spend in survey). Art Basel+1
By generation:
Discovery of new artists: 66% of HNWIs bought works by artists they had newly discovered (up 8% year-on-year). Japan+1
Female collectors: In 2024 women spent ~46% more on art & antiques than men. Artsy+1
What this means for you
Being multimedia helps: don’t only focus on one format if you can expand (eg prints, digital, photography)
Digital & video are not fringe: Gen Z are buying them, so if your practice touches these, highlight that
New discovery matters: Many collectors are open to artists they don’t yet know — this is your chance
Women collectors are influential: Works by female artists and outreach in that channel are significant
3. How collectors buy & engage
Galleries/dealers remain the dominant channel: 83% of HNWIs bought from them (in person, online, via fairs). Art Basel+1
Art fairs: ~58% of HNWIs bought at art fairs in 2025. Japan
Social & direct: Instagram purchases rose to 51%; buying directly from artists more than doubled. Japan
What this means for you
Don’t neglect gallery exposure & fairs — they matter for serious collectors.
Build your online presence (especially Instagram) and be open to direct sales or artist-to-collector channels.
Be visible: participation in fairs, exhibitions, open studios can help you be “discovered”.
4. Collector psychology & future planning
Despite economic headwinds, 84% of surveyed collectors were optimistic about the short-term future of the art market. Japan
80% of collectors plan to pass their collections to the next generation (children/spouse). Inheritance plays big role (84% had inherited works; 30% of their ownership). Art Market
Younger collectors are more open to risk and non-traditional media & formats. Women more likely to buy unknown artists. Artsy+1
What this means for you
Think long-term: collectors are building for legacy & family. Works that can endure or tell story matter.
Position your practice for values and narrative: younger & female collectors look for meaning, diversity, innovation.
Consider how your work speaks to both collecting and story-telling (not just decoration).
5. Practical tips: tailoring your strategy
Here are actionable take-aways:
Create accessible works: While high value pieces matter, many collectors are exploring more affordable or mid-price entries.
Diversify your offering:
Primary works (paintings/sculpture)
Prints/editions (photography/works on paper)
Digital/film/video (especially if your practice allows)
Engage directly & build relationships:
Use social media & your website.
Consider direct-to-collector options (studio sales, limited runs).
Participate in fairs, open studios, portfolio presentations.
Highlight your story & novelty:
“Emerging artist” status is an asset when collectors are looking for discovery.
Emphasize unique media, innovation, voice.
Be mindful of representation & diversity:
Works by female artists or under-represented voices are increasingly noticed.
Show how your work connects to current concerns, younger audiences, new media.
Think about collector channels:
Whether via galleries, fairs, online, social platforms — understand where your future collector is spending.
Build legacy & authenticity:
Since collectors plan to hold/preserve works, your documentation, provenance, edition size, and narrative matter.
Stay visible & networked:
Attend or exhibit at events. Collectors attend ~14 museum/collection-exhibitions in 2024 average. Art Basel
Getting noticed by new galleries or collectors is key.
6. Emerging artist checklist
✅ I have two or more media (eg painting + print or digital)
✅ My online/Instagram presence showcases my story & medium well
✅ I have a sales channel open to direct collector purchase (studio, limited edition prints, etc)
✅ I research galleries/fairs aligned with younger collectors/new media
✅ I document works clearly: edition size, provenance, story
✅ I highlight why my work speaks to values (diversity, new media, story)
✅ I network with peers, galleries, collector-events to increase “being discovered” chances
7. Final thoughts
The 2025 Survey of Global Collecting shows a market in transition: more digital, more media diversity, younger & female collectors exerting influence, and the “new discovery” moment stronger than ever. For an emerging artist, this is good news. Use it:
Position yourself not only as “an artist” but as part of a collector-narrative: someone whose works are desirable, collectible, and story-rich.
Be present in the channels where collectors look (galleries + direct + digital).
Leverage your emerging status: you’re part of the “new artist discovery” moment.
Be open to different formats and media — the future isn’t just “painting on canvas”.
Build relationships, visibility, and narrative as much as you build works.
Use this data not to chase trends blindly, but to understand your audience (collectors) and tailor your approach(visibility, medium, story, sales channels). The market wants fresh voices — make sure you’re ready when your collector finds you.
Thanks for reading, read the full report at https://theartmarket.artbasel.com
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