2025 Aurora Solar Snapshot
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.
The U.S. solar market faced challenges in 2024, but the industry’s resilience and adaptability continue to shine through. The 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.
Top 3 takeaways
- 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.
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.
