- Prepared by: Giulia Guerrieri
How are satellite operators really thinking about launch today? At recent conferences I attended, I noticed that the questions I received from operators were almost always the same: What is the price per kilogram? Do you have available capacity, or is it already fully booked?
These recurring questions made me reflect on the broader dynamics of the launch market, especially in light of SpaceX’s presentation at the SmallSat conference.
The cost of launching a satellite has long been one of the most significant factors shaping the space industry.
Historically, prices were high, schedules rigid, and access limited to only a few major players. Today, the landscape is evolving rapidly, driven by new launch models, increased competition, and changing priorities for satellite operators.
SpaceX’s recent presentation highlighted this evolution clearly. Rideshare missions are becoming a core part of their strategy, not just the classical Transporter and Bandwagon missions, but also rideshare opportunities alongside primary customers. Indeed, the number of launches carrying SmallSats is growing year after year, doubling in just three years.
To support the influx of operators entering the market, SpaceX is offering flexible rebooking options for each contract. This encourages customers to secure launch capacity well in advance, even before finalizing their satellite timelines, with the possibility to switch to another mission if delays occur. This approach is reshaping the market: operators are securing capacity early, launches are filling up faster than ever, and if you are not proactive, you may need to join a waitlist. However, the dynamic waitlist still provides a good chance of getting on board.
From our experience at Impulso.Space, customers who book roughly 12 to 15 months ahead of launch can reliably secure a spot on the mission.
SpaceX’s model is just one example of how the ecosystem is maturing. Competition remains a critical factor.
The market needs alternatives to SpaceX, both in terms of large launch vehicles and smaller, tailored rockets like Rocket Lab’s Electron.
While Electron is well-suited for small satellites, its payload capacity is limited, highlighting the need for a variety of launch solutions. Different rockets, carrying different payload masses from diverse locations, give satellite operators the flexibility to choose what best fits their needs.
From the data, we can see that SmallSats (<600 kg) are mainly launching on medium to superheavy vehicles. However, for very specific orbits, small or even micro launchers may be required.
The market is evolving, and at Impulso.Space, we see more and more launch companies entering the market to address these needs. This is good news, as we are receiving increasingly tailored requests for particular orbits, requests that cannot always be met with OTVs or kick stages.
Pricing tells an equally interesting story.
Rideshare programs initially drove launch costs down, making access more affordable and opening the market to new entrants. However, as these programs become more structured and the ecosystem matures, we are seeing a slow upward trend in prices. Several factors contribute to this: inflation, operational costs, and, perhaps most importantly, a shift in operator priorities.
At Impulso.Space, we are seeing that price is no longer the sole driver for our customers; precise orbital insertion and tailored launch profiles often matter far more than small cost savings.
Awareness of how to launch efficiently and strategically is growing, and it informs decision-making just as much as budget constraints.
The takeaway is clear: The launch market is becoming more dynamic, diverse, and sophisticated. SpaceX’s rideshare model is shaping expectations, but there is ample room and a need for other players to emerge.
For satellite operators, success increasingly depends not just on securing a low-cost ride, but on choosing the right partner, at the right time, with the right orbital solution.
In short, the economics of launching a satellite are no longer a simple equation of cost versus capacity. They reflect a maturing ecosystem where flexibility, precision, and competition are just as important as price. As more players enter the game, the market, and the opportunities for satellite operators, will only continue to grow.
Sources: Figure 1. Chart of Smallsat Launch Trends from BryceTech SmallSat By the Numbers 2025 pag. 25 (https://brycetech.com/reports/report-documents/smallsats-2025/), Figure 2. Chart of Smallsat Launch Trends from BryceTech SmallSat By the Numbers 2025 pag. 27 (https://brycetech.com/reports/report-documents/smallsats-2025/)