Google Street View has played an important role in helping businesses, photographers, and local marketers publish 360-degree imagery on Google Maps. So when Google announced that its dedicated Street View app would be discontinued in 2023, it raised plenty of questions across the 360 photography industry.
For businesses that rely on Google Maps for local visibility, and for photographers who create 360 virtual tours, the change represented more than just the removal of an app. It also changed how 360 content is uploaded, managed, and published across Google’s ecosystem.
In this article, we’ll look at what happened, why the change mattered, what it meant for 360 photographers, and what businesses should consider when investing in 360 photography today.
What Happened to the Google Street View App?
Google announced that its dedicated Street View app would be discontinued in March 2023. Instead of using the standalone app to publish 360 content, Google directed users toward other parts of its platform.
For publishing 360 videos, Google pointed users toward Street View Studio. For viewing Street View imagery and adding 360 panoramas or photo streams, Google Maps became the primary destination.
The transition was significant because the Street View app had provided photographers with a dedicated environment for creating and managing their Google Street View content.
The change also followed other changes within Google’s Street View ecosystem, including the end of the Google Trusted Photographer program.
Why Was the Shutdown a Big Deal for 360 Photographers?
At first glance, removing an app might not seem like a major change. For professional 360 photographers, however, the Street View app was part of a larger workflow.
Photographers could use the platform to upload panoramic imagery, manage their work, and interact with Google’s Street View ecosystem. Having a dedicated platform also made it easier for photographers to understand how their content was being used.
One concern raised by photographers was analytics.
The Street View app provided information that helped photographers understand how their imagery was performing. When Google moved more of these functions into Google Maps and other platforms, there were questions about whether the same analytics and workflow would continue to be available.
That uncertainty was particularly important for photographers running a business around 360 content.
The End of Google Trusted Photographers Added to the Concern
The Street View app shutdown did not happen in isolation.
Google had also previously ended its Google Trusted Photographer program. The program gave qualified photographers recognition within Google’s ecosystem after meeting certain requirements.
For photographers, certification could provide credibility when approaching businesses that wanted professional 360 photography.
The combination of these changes created uncertainty for people entering the industry.
When a professional photographer has a recognized program, dedicated tools, training resources, and established publishing workflows, it is easier to understand how to build a business around the service.
Removing or changing those systems can make the industry feel less structured.
Why Google May Have Moved More Street View Activity to Google Maps
Google did not simply eliminate the ability to work with 360 imagery. Instead, more of the experience was moved into Google Maps and related Google tools.
One reasonable explanation is that Google wants Google Maps to become an even larger hub for location-based information.
Google Maps already brings together business information, photographs, reviews, directions, Street View imagery, videos, and other local content.
From Google’s perspective, consolidating more activity around Maps can create a simpler destination for users.
For photographers, however, the transition can feel less straightforward than having a dedicated Street View application.
What Does This Mean for Businesses?
For local businesses, the most important takeaway is that the shutdown of the Street View app does not mean 360 photography stopped being valuable.
Businesses can still benefit from professional visual content that helps potential customers understand their location before visiting.
A well-produced 360 experience can be particularly useful for:
- Restaurants and event venues
- Hotels and hospitality businesses
- Real estate properties
- Retail stores
- Gyms and fitness facilities
- Medical and professional offices
- Wedding venues
- Automotive dealerships
- Commercial properties
- Attractions and entertainment businesses
The real value is not simply having a 360 image online. The goal is to give potential customers a better sense of the space and make it easier for them to decide whether they want to visit or contact the business.
360 Photography Is Still Part of a Larger Local Marketing Strategy
Businesses should also avoid treating Google Street View or a virtual tour as a standalone SEO solution.
A 360 tour can support your online presence, but it works best alongside a complete local marketing strategy.
That may include:
- A properly optimized Google Business Profile
- Accurate business information
- High-quality business photography
- Genuine customer reviews
- Regular Google Business Profile activity
- A well-designed website
- Location-specific service pages
- Professional video content
- Consistent business information across online platforms
For businesses in Philadelphia and surrounding markets, this broader approach can help create a stronger local presence across Google Search and Google Maps.
What Should 360 Photographers Do After the App Shutdown?
The biggest lesson for 360 photographers is not to build an entire business around one platform.
Google’s products and policies can change. Apps can be discontinued, programs can be replaced, and publishing workflows can move from one platform to another.
A successful 360 photography business should therefore focus on building skills and services that remain valuable regardless of a particular app.
Consider expanding your services beyond basic panoramic photography.
For example, you could offer:
- 360 virtual tours
- Google Maps photography
- Commercial photography
- Real estate photography
- Drone imagery
- Video production
- Social media content
- Property marketing packages
Adding video services can be particularly useful because many businesses need more than one type of visual content.
For businesses looking for professional video services, Momentum 360’s videography services can complement 360 photography and help create a more complete visual marketing package.
Build Your Own Portfolio and Client Relationships
Another important lesson from the Street View app shutdown is the value of owning your own business assets.
Photographers should maintain their own website, portfolio, client relationships, pricing structure, and marketing channels instead of depending entirely on a third-party platform.
Google can be an excellent source of visibility, but it should be one part of your business strategy.
Your website and portfolio should clearly demonstrate what you can do for clients. Your photography should show real examples of your work, and your service offerings should make it easy for potential customers to understand what they are buying.
This becomes especially important when working with local businesses.
A restaurant owner, real estate professional, hotel manager, or commercial property owner is ultimately looking for better marketing and more customers. They are not simply buying a 360 panorama.
Should Businesses Still Invest in 360 Virtual Tours?
Yes, but the reason should be bigger than simply trying to take advantage of Google Street View.
A professional virtual tour can give customers a more immersive way to explore a location. It can also complement traditional photography, video, social media marketing, and a business website.
For a Philadelphia business, for example, a virtual tour could help someone considering a restaurant, event venue, office, showroom, or other physical location get a better understanding of the space before visiting.
The key is to think of 360 photography as part of your overall visual marketing strategy.
The Future of 360 Photography
The Street View app shutdown was a reminder that technology platforms are constantly evolving.
For photographers, that means staying adaptable is essential. Learning how to work with Google Maps, Street View publishing tools, virtual tour platforms, video production, and other visual marketing technologies can make your business more resilient.
For businesses, the lesson is similar. Do not rely on a single Google feature to market your location.
Instead, build a strong digital presence that combines your Google Business Profile, website, photography, video, reviews, and other customer-facing content.
Final Thoughts
Google’s decision to discontinue the Street View app in 2023 was an important change for the 360 photography community. It shifted how photographers interacted with Google’s Street View ecosystem and raised questions about analytics, certification, and the future of professional 360 photography.
But the underlying demand for high-quality visual content has not disappeared.
Businesses still need compelling photography, video, virtual tours, and location-based content to stand out online. For photographers, the best response is to stay flexible, diversify services, build strong client relationships, and avoid relying entirely on one platform.
For businesses in Philadelphia and beyond, professional 360 photography and video can still be valuable parts of a broader digital marketing strategy. The technology may change, but helping customers see and understand a business before they visit remains a powerful marketing advantage.
Frequently Asked Questions
Is the Google Street View app still available?
Google discontinued its dedicated Street View app in March 2023. The company moved different Street View functions into Google Maps and Street View Studio.
Can businesses still use 360 photography on Google?
Yes. The shutdown of the dedicated app did not eliminate 360 imagery from Google’s ecosystem. Businesses can still benefit from professional 360 content and Google Maps visibility.
What replaced the Google Street View app?
Google directed users toward Google Maps for viewing and adding certain 360 imagery, while Street View Studio became the destination for publishing 360 video.
Should businesses still get virtual tours?
A virtual tour can still be valuable for businesses that benefit from showing customers their physical space. It should be viewed as part of a broader marketing strategy rather than a guaranteed SEO shortcut.
What should 360 photographers do after the Street View app shutdown?
Photographers should continue developing their 360 skills while expanding into complementary services such as professional photography, video, drone content, and other visual marketing services. Building an independent portfolio and client base is also important.
