Europe
2025
Solar isn’t going anywhere
This year’s Aurora Solar Snapshot Report — our third since it first published in 2023 — dives deep into the current landscape, tracking how homeowners, business owners, and solar professionals are adapting to new challenges, and identifies where there are long-term opportunities. While economic headwinds remain, the data makes one thing clear: Demand for solar isn’t going anywhere.
Savings matter
Homeowners and businesses alike expect ROI from solar.
Financing is changing
Third-party ownership (TPO) continues to grow more popular.
Solar is bipartisan
Democrat, Republican, Independent — solar appeals to everyone.
2025 Aurora Solar Snapshot Highlights
The U.S. solar market faced challenges in 2024, but the industry's resilience and adaptability continue to shine through. Our third annual Aurora Solar Snapshot looks at how homeowners, businesses, and solar professionals are responding to new market dynamics and where long-term opportunities lie.
Take a look at some of the highlights of this year's research below.
Solar installers underestimate homeowners’ cost concerns
Homeowners consistently list cost as their top concern about going solar, but we can see in the chart that installers have consistently underestimated how much cost factors into the equation.
Percentage of homeowners who are concerned about the cost of solar vs. solar installers who indicate homeowners have backed out of a sale due to cost.
Homeowner mistrust has grown
There's been no shortage of press around a few bad apples in the solar space. While most installers do great work, and are trustworthy, mistrust between homeowners and installers has grown significantly since the start of our research. As the previous graphic showed, part of this mistrust can be attributed to installers not fully realizing what homeowners care about most.
Percentage of homeowners who indicate that it's difficult to tell which solar installers are trustworthy.
Homeowners find solar more valuable when paired with home electrification
Home batteries. Electric vehicles. Heat pumps. Heat pump hot water heaters. The fully electric home is no longer a hope for the future — it's happening right now. And homeowners are taking notice. Solar installers can find a significant market by expanding their offerings beyond panels on roofs.
Percentage of homeowners who believe solar panels are more valuable when paired with whole-home electrification — EVs, heat pumps, electric appliances, etc.
Solar is bipartisan
We've all heard how the U.S. "has never been more divided." One thing that brings it together? How people feel about solar and solar incentives. Republicans, democrats, and independents all find solar to be a great value, appreciate the Inflation Reduction Act, and even see the effects of climate change where they live.
Percentage of homeowners who agree with the statements.
Overwhelmingly, homeowners & businesses do not want the Inflation Reduction Act repealed
With all the policy uncertainty in other areas, and states going different directions on solar regulations, one thing remains clear: Homeowners and businesses alike want the IRA to stay in place.
Percentage of home and business owners who want the IRA to be appealed.
Solar professionals believe their businesses would be negatively impacted if IRA were repealed
And it's not just homeowners and businesses affected by any changes to the IRA. Solar companies get great value from the IRA's incentives and would be negatively affected if it was repealed.
Percentage of solar professionals familiar with the benefits of the IRA who feel its repeal would hurt their business.
Ultimately, the data in this report tells a compelling story: While the solar market changed, installers who guide customers through financing and help both homeowners and businesses take advantage of incentives will be the ones best positioned for the industry’s next growth phase. The solar coaster is still climbing. The question is: Who's ready for the ride?