How popular isUnsplash?
In September 2026, people searched for Unsplash by name about 1.5 million times worldwide, a 33% decrease from the previous year. These searches made up 17% of all global stock photo library searches, placing Unsplash third out of eight libraries. When we asked both ChatGPT and Google AI Overviews about stock photo libraries, Unsplash appeared in all answers and was the most recommended of the eight.
Unsplash is the third most searched of 8 competitors and the most recommended in AI answers.
PixabayShare of searches 38%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
PexelsShare of searches 25.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
UnsplashShare of searches 17%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
Getty ImagesShare of searches 11.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
iStockShare of searches 4.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
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Top stock photo libraries in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Unsplash appeared in all five answers. Unsplash is the most recommended of the eight.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Unsplash1st
- Pexels2nd
- Getty Images3rd
- iStock4th
- Pixabay5th
Alamy6th
Depositphotos7th
123RF–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Unsplash5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Pexels4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Pixabay3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Getty Images3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- iStock2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Alamy1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Depositphotos1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- 123RF0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about stock photo libraries
5 answers
Asked ChatGPT
“Which stock photo library should I use?”
Asked ChatGPT
“What are the best stock photo libraries?”
Asked ChatGPT
“What's the best stock photo library for creative projects?”
Searched Google, AI Overview
“royalty free photos”
Searched Google, AI Overview
“stock photos for websites”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Which stock photo libraries compete with Unsplash?
Share of searches by month for Pixabay, Pexels, Unsplash, Getty Images, iStock, Alamy. The figures are in the table below the chart.
View monthly share of searches table
| Month | Pixabay | Pexels | Unsplash | Getty Images | iStock | Alamy | 123RF | Depositphotos |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 36.3% | 24.3% | 19.9% | 10.9% | 5.2% | 1.6% | 0.99% | 0.8% |
| Nov 2025 | 37.1% | 24.8% | 20.3% | 9.1% | 5.3% | 1.7% | 0.83% | 0.82% |
| Dec 2025 | 39.1% | 26.2% | 17.5% | 9.6% | 4.7% | 1.5% | 0.88% | 0.71% |
| Jan 2026 | 39% | 26.1% | 17.4% | 9.6% | 4.6% | 1.7% | 0.87% | 0.71% |
| Feb 2026 | 34.3% | 28.1% | 18.7% | 10.3% | 4.9% | 1.9% | 0.94% | 0.76% |
| Mar 2026 | 36% | 24.1% | 19.7% | 10.8% | 4.3% | 2.3% | 1.5% | 1.5% |
| Apr 2026 | 38.9% | 26.1% | 17.4% | 9.6% | 4.6% | 2.1% | 0.72% | 0.7% |
| May 2026 | 34.6% | 28.3% | 18.9% | 10.4% | 4.1% | 1.9% | 0.94% | 0.93% |
| Jun 2026 | 38% | 25.4% | 17% | 11.6% | 4.4% | 2% | 0.85% | 0.69% |
| Jul 2026 | 33.5% | 27.4% | 18.3% | 12.4% | 4.8% | 2.2% | 0.75% | 0.74% |
| Aug 2026 | 34.7% | 28.3% | 19% | 10.5% | 4% | 1.9% | 0.78% | 0.77% |
| Sep 2026 | 38% | 25.4% | 17% | 11.5% | 4.4% | 2.1% | 0.86% | 0.69% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 38% | 3.4M | +22.3% | +3.4 points | |
| 2, held 2nd | 25.4% | 2.2M | 0% | -2.9 points | |
| 3, held 3rd | 17% | 1.5M | 0% | -1.9 points | |
| 4, held 4th | 11.5% | 1M | +21.5% | +1 points | |
| 5, held 5th | 4.4% | 384K | +21.2% | +0.4 points | |
| 6, held 6th | 2.1% | 182K | +20.9% | +0.2 points | |
| 7, held 7th | 0.86% | 75.7K | +22.7% | +0.1 points | |
| 8, held 8th | 0.69% | 60.5K | -0.02% | -0.1 points |
1.
Pixabay38%
Held 1st. 3.4M estimated branded searches, +22.3% vs prior month. Share +3.4 points.
2.
Pexels25.4%
Held 2nd. 2.2M estimated branded searches, 0% vs prior month. Share -2.9 points.
3.
Unsplash17%
Held 3rd. 1.5M estimated branded searches, 0% vs prior month. Share -1.9 points.
11.5%
Held 4th. 1M estimated branded searches, +21.5% vs prior month. Share +1 points.
5.
iStock4.4%
Held 5th. 384K estimated branded searches, +21.2% vs prior month. Share +0.4 points.
6.
Alamy2.1%
Held 6th. 182K estimated branded searches, +20.9% vs prior month. Share +0.2 points.
7.
123RF0.86%
Held 7th. 75.7K estimated branded searches, +22.7% vs prior month. Share +0.1 points.
0.69%
Held 8th. 60.5K estimated branded searches, -0.02% vs prior month. Share -0.1 points.
Compare popularity between Unsplash and its closest rivals
Every comparison with Unsplash
9 comparisons
How has branded search demand for Unsplash changed worldwide over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Unsplash worldwide fell from 2.2M to 1.5M.
- Across the 12 months ending September 2026, Unsplash’s share of searches among stock photo libraries worldwide decreased from 19.9% to 17%.
- Across the 12 months ending September 2026, Unsplash’s share of searches among stock photo libraries worldwide peaked at 20.3% in November 2025 and was lowest at 17% in June 2026.
How did search popularity change for stock photo libraries worldwide in September 2026?
6 changes
In September 2026, Pixabay gained share of searches among stock photo libraries worldwide, from 34.7% to 38%.
In September 2026, Getty Images gained share of searches among stock photo libraries worldwide, from 10.5% to 11.5%.
In September 2026, Pexels lost share of searches among stock photo libraries worldwide, from 28.3% to 25.4%.
In September 2026, Unsplash lost share of searches among stock photo libraries worldwide, from 19% to 17%.
Estimated monthly branded searches for iStock worldwide fell 35.1% over 12 measured months, from 591K to 384K in September 2026.
Estimated monthly branded searches for Depositphotos worldwide fell 33.2% over 12 measured months, from 90.6K to 60.5K in September 2026.
How are Unsplash’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Unsplash’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
- unsplash
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Where does Unsplash compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Stock image sites | 5th of 7 | 13.8% | Show ranking |
| Stock photo libraries | 3rd of 8 | 17% | Shown above |
Is Unsplash your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.