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State of the Industry Report 2025

Results from our most recent subscriber survey.

Voiceovers Team
Updated

Intro

Placeholder content coming soon.

Introduction

This year’s survey results suggest an industry that remains under pressure, but one that is noticeably more settled than it was a year ago. While concern hasn’t disappeared, it has softened. Around 58% of respondents describe the industry as unhealthy, but a significant 30% now feel neutral and 12% describe it as healthy, indicating that fewer people see the situation as actively worsening compared with last year’s more acute levels of concern. This perhaps points to a shift away from shock and towards a more realistic, adjusted outlook.

Financial pressures are still evident, yet commitment to voiceover work remains strong. Over 84% of respondents say voiceover is still their primary or major source of income, with nearly one third relying on it for over 95% of their earnings. At the same time, attitudes to AI appear to be maturing. Compared with last year, this reflects a community that is better informed, more pragmatic, and increasingly focused on pushing for legislation whilst having their own strategy.

This year’s responses to the question about the overall health of the voiceover industry shows 58% of respondents feel the industry is unhealthy or very
This year’s responses to the question about the overall health of the voiceover industry shows 58% of respondents feel the industry is unhealthy or very unhealthy, while 30% now sit in a neutral position and 12% feel it is healthy, which is an increase of 3% (as it was 9% last year). Voices describing themselves as neutral accented were more likely to feel pessimistic, with 61% expressing a negative view, compared with 50% of regional or accented voices. Marketing activity also appears to have an influence: 65% of those doing less than an hour of marketing a month felt negative, falling to 56% among those doing 1–8 hours, and 54% for those doing more than 8 hours.
The most common concern about AI, cited by 55% of voices, is the overall contraction of the creative industries, this is up from 44% last year and 34% the
The most common concern about AI, cited by 55% of voices, is the overall contraction of the creative industries, this is up from 44% last year and 34% the year before. This suggests a growing awareness that the impact of AI is being felt across the wider creative sector, rather than as a single issue affecting our industry alone. More specific fears, such as voice cloning without permission, appear to be declining over time, though they remain the major concern for 17% of voices. Only around 2% say they are not concerned at all. Taken together, this points to a new understanding of AI... concern remains high, but it is increasingly focused on broader market shifts rather than isolated technological threats.
This year’s results show that voiceover work continues to be the main part of working life for over 80% of our community, a figure that has remained
This year’s results show that voiceover work continues to be the main part of working life for over 80% of our community, a figure that has remained remarkably consistent over the past three years. This underlines how central voiceover work still is for the majority of our voices, despite industry pressures. However, only 30% now say voiceover work accounts for over 95% of their income, down from around 40% two years ago. This suggests more voice artists are turning to side hustles to complement their earnings rather than stepping away from voiceover work altogether. Interestingly, this likely mirrors a wider trend across the creative industries, where professionals in other disciplines are also seeking additional income streams (such as voiceover work!) facilitated by the rise of gig-style marketplaces.
This was a new question so we could see if there was any correlation between native accent and views on the industry and changes in revenue.
This was a new question so we could see if there was any correlation between native accent and views on the industry and changes in revenue.
Answers to this question once again highlight that our voices see the ability to interpret scripts effectively and bring out the right elements as the top
Answers to this question once again highlight that our voices see the ability to interpret scripts effectively and bring out the right elements as the top differentiator, chosen by 22% of voices, followed closely by vocal timbre at 19%. Attributes linked to professionalism and working relationships also scored strongly, with approachability and friendliness (17%), availability and reliability (11%) and professional studio quality (10%) all featuring prominently. As with last year, these results reinforce the idea that success in our industry is not driven by a single factor, but by a combination of interpretation, tone, and collaboration. Please note: Voices were asked to select their top three factors, so percentages do not total 100%.
Another new question we added, so we could see if there was any correlation between marketing activities and revenue changes / views of the health of the
Another new question we added, so we could see if there was any correlation between marketing activities and revenue changes / views of the health of the industry. Around a third of voices spend less than an hour on marketing activities a month. Nearly a half spend 1-8 hours, and 15% spend 8-16 hours.
This year’s results show a high level of awareness around the risks and challenges AI presents to the voiceover industry, but also highlight an ongoing need
This year’s results show a high level of awareness around the risks and challenges AI presents to the voiceover industry, but also highlight an ongoing need for clarity and guidance. Around 72% of voices say they are aware of the issues, though nearly half (47%) admit they are unsure how best to navigate them, while 25% say they already have a strategy in place. A further 28% feel they need more guidance - and notably, no respondents said they had little or no awareness at all. Compared with previous years, this suggests progress. Awareness has clearly increased, and more voice artists are beginning to think in practical terms about how to protect themselves and adapt. However the results also show that many still feel a little powerless, perhaps highlighting a perceived lack of clear legislation and coordinated action from official industry bodies/trade unions/government.
Responses to this question suggest a noticeable change in how voiceover artists view AI compared with last year.
Responses to this question suggest a noticeable change in how voiceover artists view AI compared with last year. While a majority still believe AI is not going away, only 57% now favour adaptation/embracing it, down from around 70% last year. At the same time, there has been a huge increase in the call for stronger protections, with 36% now prioritising legislation (up from just 15% last year). This shift suggests that, while acceptance of AI remains high, enthusiasm for simply "embracing" it has cooled. We think this is likely to do with AI providers setting T&Cs which dont protect voices interests and a lack of general legislation over what these companies do and how they obtain their training data. Instead, more voice artists appear to be seeking clearer boundaries, safeguards and formal protections before fully engaging. This points to a maturing position: rather than rejecting change outright, the community is increasingly focused on ensuring that any coexistence with AI would need to happen on fair, ethical and properly regulated terms.
Responses to this question show a significant change in sentiment around voice cloning compared with last year.
Responses to this question show a significant change in sentiment around voice cloning compared with last year. The proportion of respondents who say they want to stay clear of the technology altogether has risen sharply, from 13% last year to 28% this year. At the same time, interest in voice cloning as a source of easy passive income has dropped markedly, from around 10% to just 3%, suggesting growing scepticism about both the financial reality and the risk–reward balance being offered. Importantly, support for voice cloning has not disappeared entirely. Around 38% of respondents still say they would consider it if proper controls were in place, a figure broadly in line with previous years. This suggests that many voice artists are not fundamentally opposed to the technology itself, but are instead wary of who is offering it, the lack of meaningful legislation, and the limited income potential currently on the table. Seen in this light, the results point to declining trust in existing platforms rather than outright rejection of technological progress, with artists increasingly prioritising control, protection, and long-term value over short-term experimentation.
Responses to this question suggest that, despite ongoing challenges, the majority of our voiceover artists still expect it to remain a central part of their
Responses to this question suggest that, despite ongoing challenges, the majority of our voiceover artists still expect it to remain a central part of their working lives. Around 50% of respondents say they see voiceover continuing as their primary income source, either on its own (24%) or alongside side hustles (26%). A further 16% are unsure, perhaps reflecting growing uncertainty. Encouragingly, figures this year show an improvement on last year. Fewer respondents now say they plan to actively leave or wind down voiceover work, with only around 4% indicating an intention to do so (compared to 7% last year). While 29% expect to move towards a different primary income source (down from 33% last year). The overall picture points towards adjustment rather than exit, and compared with previous results, the data suggests growing resilience.
Responses to this question suggest that, while income pressure remains a reality for many, the picture has improved modestly compared with last year.
Responses to this question suggest that, while income pressure remains a reality for many, the picture has improved modestly compared with last year. Around 65% of respondents report some level of income decline (36% significantly, 29% slightly), but nearly 25% now report an increase in earnings, with over 7% seeing a significant increase. This compares with 13% reporting any increase last year, and only 1% seeing a significant rise. A further 10% say their income has stayed about the same. Compared with last year, this represents a meaningful shift. Previously, close to three quarters of respondents reported declining revenue, with far fewer seeing any growth at all. From a positive perspective, this suggests that some voices are beginning to find opportunities again, and that adaptation, diversification, and persistence may be starting to pay off. It’s also worth noting a pattern between income and marketing activity. Among voices spending less than one hour a month on marketing, 30% reported their income had stayed the same or improved. This rises slightly to 31% for those doing 1–8 hours of marketing, and more noticeably to 36% among voices spending over 8 hours a month on marketing activity. While not definitive, this correlation suggests that keeping visibility and engagement may be one factor helping some voices stabilise (or grow) their work in a challenging market.

Other industries and income sources

Responses to the question about other income streams highlight just how broad and adaptable our voiceover community is. Many respondents work across related creative fields such as radio presenting, audio production, casting, directing, coaching, singing, photography, video and podcasting. Others reference work in areas like PR, marketing, media training, teaching, live announcing and content creation, often drawing directly on skills developed through the voiceover industry.

For most, additional income streams appear to complement their voiceover work, helping to stabilise earnings and reduce reliance on a single market.

Taken together, the feedback reinforces a picture of a highly skilled, flexible community that is adapting by broadening its professional base while keeping voiceover at the heart of what it does.

Other comments and ideas

The comments were, at times, blunt, emotional, and deeply revealing, and many voices didn’t hold back! Given that this report is being read by the same community that contributed to it, that honesty feels appropriate. :-)

Alongside thoughtful ideas and offers of help, there was a clear undercurrent of frustration, fatigue and disillusionment. One respondent summed up how raw things feel by simply saying they were “at a loss, and feeling very down about the whole thing”.

AI featured heavily, but often as part of a wider breakdown in trust.
Several respondents were openly sceptical of companies positioning themselves as ethical or protective while moving quickly to monetise, specificially by plugging AI technologies, cheap gig style voice recordings, or by making money by encouraging newbies into the industry.

One voice suggested the industry may already be on the back foot, commenting that we should have acted sooner to “protect copyright, although it’s probably too late now”. Others questioned whether meaningful protection is possible without stronger, enforceable frameworks.

Trade bodies and unions were also criticised, most notably Equity. While some respondents acknowledged the difficulty of the task, others expressed disappointment at the pace or visibility of action, feeling that individual voices are being left to navigate major risks alone. The recurring sentiment was not hostility, but a sense that representation is struggling to keep up with the speed of change.

There was also criticism directed at the community itself. Several respondents pointed out that the issues facing the voiceover industry are “not solely AI related”, instead highlighting behaviours within the industry that may be accelerating longer-term damage. Some comments questioned whether the market is now oversaturated, whether certain styles have become overly formulaic, and whether the pursuit of quick wins or speculative AI income by some voices is contributing to an erosion of sustainability for everyone.

The decline in confidence around “easy passive income” from cloning, alongside more guarded attitudes overall, appears to reflect growing awareness that short-term opportunities may come at a longer-term cost. There is a feeling among some voices that larger companies are applying pressure through increasingly far-reaching terms and conditions, with one voice describing working with a large company as ‘selling your soul’.