iStock vs Unsplash:Which is more popular?
In September 2026, Unsplash had more branded searches than iStock among stock photo libraries worldwide. Unsplash had about 1.5 million branded searches, while iStock had 384,000. Unsplash made up 17% of all stock photo library searches we track, and iStock accounted for 4.4%. When we asked ChatGPT and Google AI Overviews about stock photo libraries, Unsplash appeared in all five answers and iStock in two. Unsplash was mentioned before iStock in every answer.
Who do people search for more?
Unsplash, about 4 searches for every 1 for iStock
Who does AI mention more?
Unsplash, mentioned in every answer we collected
Who does AI recommend more?
Unsplash, named ahead of iStock in every answer
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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. iStock was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Unsplash was listed before iStock in every answer.
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.
Is iStock or Unsplash more popular in search?
This chart shows how often people search Google for iStock and Unsplash by name. Each line represents a brand's share of searches for all eight stock photo libraries we track, month by month, from English-language searches worldwide.
Share of searches by month for Unsplash, iStock. 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% |
How has the iStock and Unsplash comparison changed over the last 12 months?
3 findings
- Unsplash was ahead of iStock in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, iStock’s share of searches among stock photo libraries worldwide moved from 5.2% to 4.4%, and its estimated monthly branded searches moved from 591K to 384K.
- Across the 12 months ending September 2026, Unsplash’s share of searches among stock photo libraries worldwide moved from 19.9% to 17%, and its estimated monthly branded searches moved from 2.2M to 1.5M.
How did search popularity change for stock photo libraries worldwide in September 2026?
2 changes
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.
How are branded searches counted?
6 search terms
Brandwave collects information about searches that people make online using iStock’s and Unsplash’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Other head-to-heads among stock photo libraries
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