The 2025 edition of The Art Basel and UBS Survey of Global Collecting offers a striking portrait of an art market in transition. Despite geopolitical uncertainty, economic volatility, and fragile international trade, the survey highlights a community of collectors that is younger, more diverse, and increasingly confident in shaping cultural value.

A market driven by youth and women

The report reveals a profound generational shift: nearly three-quarters of collectors are Millennials or Gen Z, with tastes and motivations that differ significantly from previous generations. Female participation is at an all-time high, with women leading spending in several regions and championing works by female artists at unprecedented levels.

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The digital realm is also consolidating its role: collectors of all ages are embracing new formats and channels, with digital art emerging as a core category and online platforms—from specialist marketplaces to social media—becoming mainstream avenues for discovery and purchase.

What collectors buy and why

The definition of art connoisseurship is broadening: art increasingly intersects with design, luxury goods, and lifestyle collectibles. For many, collecting is an expression of identity, driven as much by personal pleasure and social connection as by financial considerations.

High-net-worth individuals (HNWIs) continue to allocate an increasing share of their wealth to art—on average 20% in 2025, with Gen Z collectors exceeding this at 26%. Family influence remains significant: 84% of collectors have inherited works, and around 80% plan to pass their collections on to future generations.

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Trends by medium and category

Classics: Paintings and sculptures remain collection staples, particularly among Boomers, while younger collectors increasingly explore photography, video, and digital art.

Digital Art: The fastest-growing sector, with 51% of HNWIs having purchased at least one digital work in 2024/2025. Female collectors hold a higher share of digital art in their collections (15% vs. 11% for men).

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Works by Female Artists: Women collect more works by female artists than men (49% vs. 40%), with Gen Z spending the most on emerging female talent (45%).

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Collectibles: Gen Z stands out for interest in collectibles such as sneakers, luxury handbags, classic cars, and other lifestyle assets, representing an average of 56% of their spending in these categories.

Evolving sales channels

Galleries remain the primary channel (83% of collectors), but digital sales are rapidly growing:

• Instagram purchases: 35% of collectors bought works directly through the platform.
• Direct from artists: 43% purchased directly from studios or via commissions, a significant increase from previous years.
• Art fairs: 58% made at least one fair-related purchase, highlighting the importance of physical events combined with digital engagement.

These trends underscore collectors’ preference for hybrid experiences that combine trust, direct access to artists, and online visibility.

Outlook and future plans

A small note should be made about the United States and its recent tariff policies. The US continued to be the world’s largest center for the trade in art and antiques, with 29% of global imports by value. Some fine artworks, photographs, and posters are exempt from the US tariffs announced in April, but antiques, design pieces, and certain regional artworks (e.g., from China) are not. Enforcement depends on customs interpretation, and ongoing uncertainty—compounded by potential retaliatory measures—creates risks that affect trade flows, pricing, and spending, even for exempted items.

Despite this global uncertainty, the report observes that optimism remains high:

• 40% of collectors plan to buy more works in the next 12 months.
• 25% intend to donate works, continuing a trend toward philanthropy.
• Selling intentions have decreased to 25%, suggesting greater market stability.

Recommendations for galleries and artists

Leverage online visibility

Instagram and specialist platforms like Artsper are no longer optional. Regularly posting high-quality visual content, behind-the-scenes stories, and direct purchase links can boost direct sales. Integrating physical and digital events is also essential: promoting online previews of works exhibited in galleries or at fairs expands the reach to potential collectors.

Engage young collectors and women

Events and content targeted at Gen Z and female collectors—showcasing emerging artists, digital art, and lifestyle collectibles—can encourage repeat purchases. Additionally, educational campaigns and social storytelling that highlight the uniqueness and authenticity of artworks resonate strongly with these audiences.

Expand direct sales channels

Consider personalized sales approaches: commissions, studio visits, and direct Instagram links offer the kind of personal connection that many younger collectors prefer. Collaborations with digital art e-commerce platforms can further reduce barriers and increase confidence in online purchases.

Diversify offerings

Another recommendation is to incorporate digital art, prints, photography, and collectibles to meet evolving tastes and spending habits. At the same time, offering both established works and proposals from emerging artists attracts collectors open to discovery (66% purchase works by new artists).

Communicate value and storytelling

The social, identity-driven, and cultural dimension of artworks is key: storytelling, artist backgrounds, and digital curation enhance collectors’ sense of connection and drive purchasing desire.

In summary, the art market in 2025 is younger, more digital, and increasingly female. Galleries and artists that integrate online and offline strategies, diversify mediums and audiences, and tell compelling stories about their works will gain a significant competitive advantage. The key lies in combining the tradition of physical galleries with the modernity of digital connection, turning each artwork into an accessible, emotional experience.