The evaluation of the number of bits that can be hidden within an image through digital watermarking is a crucial topic, which has been addressed only for additive watermarks. The evaluation of watermark capacity is very important because it allows to put a theoretical upper bound on the amount of information that can be hidden into an image by a given watermarking procedure, regardless of the watermark extraction technique. It is the purpose of this work to suggest a methodology for the evaluation of the watermark capacity in a nonadditive, non-Gaussian framework, and to discuss the results we obtained by applying it to a set of standard images.