{
  "reportId": "stockfilm-vmi-2026-v1.0",
  "edition": "2026",
  "version": "1.0",
  "publishedAt": "2026-07-15",
  "correctedAt": null,
  "methodologyVersion": "1.0",
  "taxonomyVersion": "1.0",
  "definitionsVersion": "2026-07-15",
  "archiveSnapshotAt": "2026-07-15T22:05:25.972Z",
  "demandPeriod": {
    "start": "2026-02-27",
    "end": "2026-07-14",
    "days": 138
  },
  "licensingBasis": "Lifetime marketplace licensing outcomes per clip (whether a clip has ever been licensed), measured at the archive snapshot date. Not time-windowed; refunds are not separable in the lifetime aggregate.",
  "doi": null,
  "dataLicense": "(c) Stockfilm. Figures and aggregate data may be quoted and republished with attribution and a link to the report. Formal open-data licensing is under review.",
  "citation": "Stockfilm Visual Memory Index 2026, v1.0. Stockfilm Research. https://stockfilm.com/research/visual-memory-index/2026",
  "privacy": {
    "minCellSize": 10,
    "rawQueriesPublished": false,
    "clicksExcluded": true,
    "identifiersStored": false,
    "suppressedThemes": 1
  },
  "archive": {
    "searchableClipCount": 162603,
    "digitizedMasterCount": 217560,
    "directLicenseClipCount": 115631,
    "sourceReelCount": 1615,
    "syntheticGroupingCount": 1131,
    "physicalReelTracedClipCount": 75003,
    "physicalReelTracedShare": 0.4613,
    "locatedClipCount": 160768,
    "locatedShare": 0.9887,
    "datedClipCount": 160497,
    "datedShare": 0.987,
    "countryCount": 121,
    "cityCount": 935,
    "publishedClipDurationSeconds": 1076251,
    "durationBasis": "published_clip_sum",
    "usClipCount": 124054,
    "usShareOfLocated": 0.7716,
    "decades": [
      {
        "decade": "1930s",
        "clips": 7867,
        "share": 0.0484
      },
      {
        "decade": "1940s",
        "clips": 10573,
        "share": 0.065
      },
      {
        "decade": "1950s",
        "clips": 34294,
        "share": 0.2109
      },
      {
        "decade": "1960s",
        "clips": 68156,
        "share": 0.4192
      },
      {
        "decade": "1970s",
        "clips": 32001,
        "share": 0.1968
      },
      {
        "decade": "1980s",
        "clips": 7554,
        "share": 0.0465
      }
    ],
    "topCountries": [
      {
        "country": "United States",
        "clips": 124054,
        "clipShare": 0.7629,
        "licensedClips": 3013
      },
      {
        "country": "Canada",
        "clips": 3681,
        "clipShare": 0.0226,
        "licensedClips": 67
      },
      {
        "country": "France",
        "clips": 2977,
        "clipShare": 0.0183,
        "licensedClips": 45
      },
      {
        "country": "Mexico",
        "clips": 2702,
        "clipShare": 0.0166,
        "licensedClips": 54
      },
      {
        "country": "Italy",
        "clips": 1657,
        "clipShare": 0.0102,
        "licensedClips": 14
      },
      {
        "country": "India",
        "clips": 1586,
        "clipShare": 0.0098,
        "licensedClips": 27
      },
      {
        "country": "Kenya",
        "clips": 1571,
        "clipShare": 0.0097,
        "licensedClips": 7
      },
      {
        "country": "England",
        "clips": 1527,
        "clipShare": 0.0094,
        "licensedClips": 23
      },
      {
        "country": "Russia",
        "clips": 1405,
        "clipShare": 0.0086,
        "licensedClips": 14
      },
      {
        "country": "Denmark",
        "clips": 1305,
        "clipShare": 0.008,
        "licensedClips": 19
      },
      {
        "country": "Spain",
        "clips": 1298,
        "clipShare": 0.008,
        "licensedClips": 13
      },
      {
        "country": "Japan",
        "clips": 1144,
        "clipShare": 0.007,
        "licensedClips": 31
      },
      {
        "country": "South Africa",
        "clips": 1026,
        "clipShare": 0.0063,
        "licensedClips": 7
      },
      {
        "country": "Greece",
        "clips": 969,
        "clipShare": 0.006,
        "licensedClips": 3
      },
      {
        "country": "Israel",
        "clips": 938,
        "clipShare": 0.0058,
        "licensedClips": 11
      }
    ],
    "otherCountries": {
      "countries": 106,
      "clips": 12928
    }
  },
  "demand": {
    "totalSearches": 5145,
    "distinctQueries": 2900,
    "zeroResultSearches": 313,
    "zeroResultRate": 0.0608,
    "yearSpecifiedSearches": 1024,
    "yearSpecifiedRate": 0.199,
    "placeSpecifiedSearches": 1324,
    "placeSpecifiedRate": 0.2573,
    "themeMappedSearches": 989,
    "themeMappedRate": 0.1922
  },
  "themes": [
    {
      "key": "family-children",
      "label": "Family life and children",
      "searches": 162,
      "demandShare": 0.0315,
      "zeroResultSearches": 6,
      "supplyClips": 82704,
      "supplyShare": 0.5086,
      "gapIndex": 0.06,
      "gapBand": "deep",
      "licensedClips": 1894,
      "licensedRate": 0.0229,
      "licensingLift": 1.03,
      "searchPath": "/search?q=family",
      "browsePath": "/browse/families"
    },
    {
      "key": "christmas-holidays",
      "label": "Christmas and winter holidays",
      "searches": 102,
      "demandShare": 0.0198,
      "zeroResultSearches": 0,
      "supplyClips": 6964,
      "supplyShare": 0.0428,
      "gapIndex": 0.46,
      "gapBand": "deep",
      "licensedClips": 147,
      "licensedRate": 0.0211,
      "licensingLift": 0.95,
      "searchPath": "/search?q=christmas",
      "browsePath": "/browse/christmas"
    },
    {
      "key": "city-streets",
      "label": "City streets and urban life",
      "searches": 100,
      "demandShare": 0.0194,
      "zeroResultSearches": 9,
      "supplyClips": 23154,
      "supplyShare": 0.1424,
      "gapIndex": 0.14,
      "gapBand": "deep",
      "licensedClips": 633,
      "licensedRate": 0.0273,
      "licensingLift": 1.23,
      "searchPath": "/search?q=city%20street",
      "browsePath": "/browse/city-streets"
    },
    {
      "key": "cars-driving",
      "label": "Cars, driving and road trips",
      "searches": 89,
      "demandShare": 0.0173,
      "zeroResultSearches": 4,
      "supplyClips": 24496,
      "supplyShare": 0.1506,
      "gapIndex": 0.11,
      "gapBand": "deep",
      "licensedClips": 730,
      "licensedRate": 0.0298,
      "licensingLift": 1.34,
      "searchPath": "/search?q=driving",
      "browsePath": "/browse/driving"
    },
    {
      "key": "nature-outdoors",
      "label": "Nature and the outdoors",
      "searches": 67,
      "demandShare": 0.013,
      "zeroResultSearches": 0,
      "supplyClips": 52427,
      "supplyShare": 0.3224,
      "gapIndex": 0.04,
      "gapBand": "deep",
      "licensedClips": 783,
      "licensedRate": 0.0149,
      "licensingLift": 0.67,
      "searchPath": "/search?q=nature",
      "browsePath": "/browse/mountains"
    },
    {
      "key": "birthdays-parties",
      "label": "Birthdays and parties",
      "searches": 63,
      "demandShare": 0.0122,
      "zeroResultSearches": 2,
      "supplyClips": 9010,
      "supplyShare": 0.0554,
      "gapIndex": 0.22,
      "gapBand": "deep",
      "licensedClips": 234,
      "licensedRate": 0.026,
      "licensingLift": 1.17,
      "searchPath": "/search?q=birthday%20party",
      "browsePath": "/browse/birthday"
    },
    {
      "key": "military",
      "label": "Military and wartime",
      "searches": 53,
      "demandShare": 0.0103,
      "zeroResultSearches": 2,
      "supplyClips": 5734,
      "supplyShare": 0.0353,
      "gapIndex": 0.29,
      "gapBand": "deep",
      "licensedClips": 125,
      "licensedRate": 0.0218,
      "licensingLift": 0.98,
      "searchPath": "/search?q=military",
      "browsePath": null
    },
    {
      "key": "title-cards",
      "label": "Title cards and film leader",
      "searches": 47,
      "demandShare": 0.0091,
      "zeroResultSearches": 0,
      "supplyClips": 515,
      "supplyShare": 0.0032,
      "gapIndex": 2.88,
      "gapBand": "undersupplied",
      "licensedClips": 14,
      "licensedRate": 0.0272,
      "licensingLift": 1.23,
      "searchPath": "/search?q=title%20card",
      "browsePath": null
    },
    {
      "key": "music-dance",
      "label": "Music, dancing and performance",
      "searches": 45,
      "demandShare": 0.0087,
      "zeroResultSearches": 0,
      "supplyClips": 5885,
      "supplyShare": 0.0362,
      "gapIndex": 0.24,
      "gapBand": "deep",
      "licensedClips": 200,
      "licensedRate": 0.034,
      "licensingLift": 1.53,
      "searchPath": "/search?q=dancing",
      "browsePath": "/browse/dancing"
    },
    {
      "key": "animals-pets",
      "label": "Animals and pets",
      "searches": 41,
      "demandShare": 0.008,
      "zeroResultSearches": 0,
      "supplyClips": 19740,
      "supplyShare": 0.1214,
      "gapIndex": 0.07,
      "gapBand": "deep",
      "licensedClips": 330,
      "licensedRate": 0.0167,
      "licensingLift": 0.75,
      "searchPath": "/search?q=pets",
      "browsePath": "/browse/pets"
    },
    {
      "key": "beach-swimming",
      "label": "Beaches, pools and swimming",
      "searches": 40,
      "demandShare": 0.0078,
      "zeroResultSearches": 4,
      "supplyClips": 17987,
      "supplyShare": 0.1106,
      "gapIndex": 0.07,
      "gapBand": "deep",
      "licensedClips": 396,
      "licensedRate": 0.022,
      "licensingLift": 0.99,
      "searchPath": "/search?q=beach",
      "browsePath": "/browse/beach"
    },
    {
      "key": "travel-vacation",
      "label": "Travel and vacations",
      "searches": 38,
      "demandShare": 0.0074,
      "zeroResultSearches": 2,
      "supplyClips": 51307,
      "supplyShare": 0.3155,
      "gapIndex": 0.02,
      "gapBand": "deep",
      "licensedClips": 1072,
      "licensedRate": 0.0209,
      "licensingLift": 0.94,
      "searchPath": "/search?q=vacation",
      "browsePath": null
    },
    {
      "key": "school-graduation",
      "label": "Schools and graduations",
      "searches": 37,
      "demandShare": 0.0072,
      "zeroResultSearches": 0,
      "supplyClips": 2584,
      "supplyShare": 0.0159,
      "gapIndex": 0.45,
      "gapBand": "deep",
      "licensedClips": 136,
      "licensedRate": 0.0526,
      "licensingLift": 2.37,
      "searchPath": "/search?q=school",
      "browsePath": null
    },
    {
      "key": "sports",
      "label": "Sports and athletics",
      "searches": 36,
      "demandShare": 0.007,
      "zeroResultSearches": 1,
      "supplyClips": 13236,
      "supplyShare": 0.0814,
      "gapIndex": 0.09,
      "gapBand": "deep",
      "licensedClips": 328,
      "licensedRate": 0.0248,
      "licensingLift": 1.12,
      "searchPath": "/search?q=sports",
      "browsePath": "/browse/sports"
    },
    {
      "key": "farm-rural",
      "label": "Farms and rural life",
      "searches": 31,
      "demandShare": 0.006,
      "zeroResultSearches": 0,
      "supplyClips": 12309,
      "supplyShare": 0.0757,
      "gapIndex": 0.08,
      "gapBand": "deep",
      "licensedClips": 259,
      "licensedRate": 0.021,
      "licensingLift": 0.95,
      "searchPath": "/search?q=farm",
      "browsePath": "/browse/farmland"
    },
    {
      "key": "amusement-fairs",
      "label": "Amusement parks, fairs and circuses",
      "searches": 26,
      "demandShare": 0.0051,
      "zeroResultSearches": 4,
      "supplyClips": 3974,
      "supplyShare": 0.0244,
      "gapIndex": 0.21,
      "gapBand": "deep",
      "licensedClips": 128,
      "licensedRate": 0.0322,
      "licensingLift": 1.45,
      "searchPath": "/search?q=carnival",
      "browsePath": "/browse/amusement-parks"
    },
    {
      "key": "parades",
      "label": "Parades and processions",
      "searches": 25,
      "demandShare": 0.0049,
      "zeroResultSearches": 0,
      "supplyClips": 5264,
      "supplyShare": 0.0324,
      "gapIndex": 0.15,
      "gapBand": "deep",
      "licensedClips": 102,
      "licensedRate": 0.0194,
      "licensingLift": 0.87,
      "searchPath": "/search?q=parade",
      "browsePath": null
    },
    {
      "key": "weddings",
      "label": "Weddings and ceremonies",
      "searches": 18,
      "demandShare": 0.0035,
      "zeroResultSearches": 0,
      "supplyClips": 1711,
      "supplyShare": 0.0105,
      "gapIndex": 0.33,
      "gapBand": "deep",
      "licensedClips": 58,
      "licensedRate": 0.0339,
      "licensingLift": 1.53,
      "searchPath": "/search?q=wedding",
      "browsePath": "/browse/wedding"
    },
    {
      "key": "aviation-trains",
      "label": "Aviation, trains and transit",
      "searches": 16,
      "demandShare": 0.0031,
      "zeroResultSearches": 2,
      "supplyClips": 7541,
      "supplyShare": 0.0464,
      "gapIndex": 0.07,
      "gapBand": "deep",
      "licensedClips": 184,
      "licensedRate": 0.0244,
      "licensingLift": 1.1,
      "searchPath": "/search?q=train",
      "browsePath": null
    }
  ],
  "decades": [
    {
      "decade": "1930s",
      "clips": 7867,
      "clipShare": 0.0484,
      "licensedClips": 181,
      "licensedRate": 0.023,
      "licensingLift": 1.04,
      "decadeSearches": 68,
      "decadeDemandShare": 0.066,
      "gapIndex": 1.35
    },
    {
      "decade": "1940s",
      "clips": 10573,
      "clipShare": 0.065,
      "licensedClips": 208,
      "licensedRate": 0.0197,
      "licensingLift": 0.89,
      "decadeSearches": 85,
      "decadeDemandShare": 0.0825,
      "gapIndex": 1.25
    },
    {
      "decade": "1950s",
      "clips": 34294,
      "clipShare": 0.2109,
      "licensedClips": 823,
      "licensedRate": 0.024,
      "licensingLift": 1.08,
      "decadeSearches": 212,
      "decadeDemandShare": 0.2058,
      "gapIndex": 0.96
    },
    {
      "decade": "1960s",
      "clips": 68156,
      "clipShare": 0.4192,
      "licensedClips": 1451,
      "licensedRate": 0.0213,
      "licensingLift": 0.96,
      "decadeSearches": 293,
      "decadeDemandShare": 0.2845,
      "gapIndex": 0.67
    },
    {
      "decade": "1970s",
      "clips": 32001,
      "clipShare": 0.1968,
      "licensedClips": 753,
      "licensedRate": 0.0235,
      "licensingLift": 1.06,
      "decadeSearches": 310,
      "decadeDemandShare": 0.301,
      "gapIndex": 1.51
    },
    {
      "decade": "1980s",
      "clips": 7554,
      "clipShare": 0.0465,
      "licensedClips": 123,
      "licensedRate": 0.0163,
      "licensingLift": 0.73,
      "decadeSearches": 53,
      "decadeDemandShare": 0.0515,
      "gapIndex": 1.09
    }
  ],
  "licensing": {
    "basis": "marketplace_lifetime",
    "licensedClipCount": 3606,
    "licensedClipShare": 0.0222,
    "directProgramNote": "Stockfilm launched direct on-site licensing in 2026. The program has completed fewer transactions than this report's minimum publishable cell size, so direct-license outcomes are not segmented in this edition."
  },
  "figures": [
    {
      "slug": "survival-by-decade",
      "title": "What survives, by decade",
      "description": "Share of the searchable Stockfilm catalog by the decade the footage was shot, 1930s through 1980s."
    },
    {
      "slug": "demand-by-theme",
      "title": "What people search for",
      "description": "Share of on-site searches mapped to each subject theme during the demand window."
    },
    {
      "slug": "coverage-gap",
      "title": "Where demand outruns the surviving record",
      "description": "Coverage Gap Index per theme: demand share divided by supply share of the searchable catalog."
    },
    {
      "slug": "licensing-by-decade",
      "title": "What actually gets licensed",
      "description": "Share of clips from each decade with at least one lifetime marketplace license, versus the catalog base rate."
    }
  ],
  "notes": [
    "Demand reflects 5,145 on-site searches over 138 days from one archive's audience; treat theme shares as directional, not as market research.",
    "Search click-through data was excluded from this edition: an automated scraping incident in March 2026 contaminated the click log.",
    "Collection bias: the archive is dominated by North American home movies, so supply shares describe this archive, not the surviving amateur-film record at large.",
    "Country and city values are display-normalized strings, not ISO codes.",
    "Summed clip runtime is not unique archive time; clips cut from the same source master can overlap.",
    "Searches naming the 1990s (9) have almost no matching supply: the searchable catalog holds 13 clips dated in the 1990s."
  ],
  "changeLog": [
    {
      "version": "1.0",
      "date": "2026-07-15",
      "note": "Initial release."
    }
  ]
}