The evolving market of video art
Insights for collectors (2024–2025)
Once considered a fringe medium, video art has steadily gained traction in the contemporary art market, driven by institutional support, collector interest and the rise of new platforms for display and distribution. While it remains a more discreet category compared to painting or sculpture, the momentum is undeniable and increasingly attractive to collectors looking for diversification and long-term value.
From niche to notable
Historically perceived as conceptual and challenging, video art appeals to collectors who appreciate narrative depth, media experimentation and temporal engagement. Its presence at major art fairs like Art Basel and Loop Barcelona, as well as in key museum programs (MoMA, Centre Pompidou, Tate Modern), has boosted its visibility and credibility.
Pricing : a market in expansion
While not yet mainstream, auction prices for video works are rising, especially for established names. With emerging artists around €5,000 – 30,000 and established ones as Bill Viola, Nam June Paik, Sarah Sze, range between € 50,000 to over €700,000.
Recent highlights include Sarah Sze’s Spell (2023), sold for £756,000 at Christie’s and Bill Viola’s Witness fetching $320,000.
These results reflect a collector base increasingly willing to invest in screen-based media when the work is rare, institutionally recognized and well-documented.
What drives value in video art ?
One of the key factors driving the value of video artworks is rarity. Most pieces are produced in very limited editions, often between three and ten copies, making them highly exclusive and attractive to collectors seeking uniqueness. Just as important is the presence of clear documentation and provenance : buyers expect precise contracts regarding exhibition rights, playback formats, and authenticity, which ensure both legal clarity and future resale potential.
In today’s market, institutional endorsement plays a decisive role in validating an artist’s position. When a video work is acquired or exhibited by major museums or foundations, it gains immediate credibility and desirability. Additionally, as technology evolves, collectors are increasingly attentive to preservation protocols: works that come with clear archiving instructions and use accessible, sustainable formats are far more likely to maintain their value over time. Several market trends are reinforcing the rise of video art. Museums are expanding their collections of time-based media, recognizing its importance in capturing contemporary discourse. There is also a strong shift toward highlighting underrepresented voices, particularly women and artists from diverse cultural backgrounds, whose works often address urgent social and political themes. Finally, while auctions remain a reference point, many important video art sales now happen privately through galleries or directly with institutions, reflecting a quieter but increasingly strategic collector base.
Case in point : Sheila Chiamaka Chukwulozie
An emerging voice pushing the boundaries of performance and video, Sheila Chiamaka Chukwulozie exemplifies why collectors are paying close attention to new talents in this field. Her work, often rooted in ritual, embodiment, and identity, resonates deeply with global audiences and institutional curators alike.
Chukwulozie’s pieces blend sound, movement, and myth in a highly personal, visual language, positioning her as a significant artist to watch. As she gains exposure through international residencies and museum screenings, her market value is poised to grow. Investing early in such artists presents both cultural relevance and financial opportunity.
A smart long-term investment
For seasoned collectors, video art offers a way to engage with cutting-edge conceptual work while diversifying a collection beyond traditional formats. It’s less speculative, but stable and full of potential when sourced thoughtfully, especially for artists supported by major institutions and working in rare, well-produced editions.
Advisory team at L’Appartement