iStock vs Unsplash:Which is searched more?
In September 2026, Unsplash had more branded searches than iStock among stock image sites worldwide. Unsplash was estimated to have 1.5M branded searches compared to iStock’s 368K, and held a 19.9% Share of Search versus iStock’s 4.9%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, iStock or Unsplash?
Compare the stock image sites teams use. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of Search by month for Unsplash, iStock. The figures are in the table below the chart.
View monthly share of search table
| Month | Pexels | Adobe Stock | Shutterstock | Unsplash | iStock | Getty Images |
|---|---|---|---|---|---|---|
| Oct 2025 | 25.2% | 25.2% | 24% | 20.6% | 5.1% | 0.07% |
| Nov 2025 | 27.5% | 22.5% | 22% | 22.5% | 5.5% | 0.08% |
| Dec 2025 | 29% | 23.7% | 23.2% | 19.3% | 4.8% | 0.05% |
| Jan 2026 | 29% | 23.7% | 23.2% | 19.3% | 4.8% | 0.06% |
| Feb 2026 | 30% | 24.5% | 20.4% | 20% | 4.9% | 0.09% |
| Mar 2026 | 26.4% | 26.4% | 21.2% | 21.6% | 4.3% | 0.06% |
| Apr 2026 | 30% | 24.5% | 20.5% | 20% | 4.9% | 0.06% |
| May 2026 | 30.3% | 24.7% | 20.6% | 20.2% | 4.1% | 0.06% |
| Jun 2026 | 26.9% | 26.9% | 23.4% | 18% | 4.4% | 0.33% |
| Jul 2026 | 29.4% | 24% | 21.9% | 19.7% | 4.8% | 0.16% |
| Aug 2026 | 29.7% | 24.2% | 22.1% | 19.9% | 4% | 0.13% |
| Sep 2026 | 29.7% | 24.3% | 21.1% | 19.9% | 4.9% | 0.16% |
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 estimated Share of Search among stock image sites worldwide moved from 5.1% to 4.9%, and its estimated monthly branded searches moved from 550K to 368K.
- Across the 12 months ending September 2026, Unsplash’s estimated Share of Search among stock image sites worldwide moved from 20.6% to 19.9%, and its estimated monthly branded searches moved from 2.2M to 1.5M.
How did search popularity change for stock image sites worldwide in September 2026?
2 changes
In September 2026, iStock gained estimated Share of Search among stock image sites worldwide, from 4% to 4.9%.
Unsplash’s estimated Share of Search among stock image sites worldwide has gained ground for 3 months in a row, from 18% to 19.9% in September 2026.
Other head-to-heads among stock image sites
How each brand is measured
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.
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.