Shutterstock vs Unsplash:Which is searched more?
In September 2026, Shutterstock had more branded searches than Unsplash among stock image sites worldwide. Shutterstock was estimated to have 1.6M branded searches compared to Unsplash’s 1.5M, and held an 18.6% Share of Search versus Unsplash’s 17.5%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Shutterstock 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 Shutterstock, Unsplash. The figures are in the table below the chart.
View monthly share of search table
| Month | Pexels | Adobe Stock | Shutterstock | Unsplash | Getty Images | iStock |
|---|---|---|---|---|---|---|
| Oct 2025 | 22.6% | 22.6% | 21.5% | 18.4% | 10.1% | 4.9% |
| Nov 2025 | 24.9% | 20.3% | 20% | 20.3% | 9.2% | 5.3% |
| Dec 2025 | 26.1% | 21.3% | 20.9% | 17.4% | 9.6% | 4.7% |
| Jan 2026 | 26.1% | 21.3% | 20.9% | 17.4% | 9.6% | 4.6% |
| Feb 2026 | 26.9% | 22% | 18.4% | 18% | 9.9% | 4.7% |
| Mar 2026 | 23.6% | 23.6% | 18.9% | 19.3% | 10.6% | 4.2% |
| Apr 2026 | 26.9% | 22% | 18.4% | 18% | 9.9% | 4.8% |
| May 2026 | 27.2% | 22.2% | 18.5% | 18.2% | 10% | 3.9% |
| Jun 2026 | 24% | 24% | 20.9% | 16% | 11% | 4.2% |
| Jul 2026 | 25.9% | 21.2% | 19.3% | 17.4% | 11.7% | 4.5% |
| Aug 2026 | 26.7% | 21.8% | 19.9% | 17.9% | 9.9% | 3.8% |
| Sep 2026 | 26.2% | 21.4% | 18.6% | 17.5% | 11.8% | 4.5% |
How has the Shutterstock and Unsplash comparison changed over the last 12 months?
3 findings
- The lead changed hands 4 times in the 12 months ending September 2026: Unsplash took it in November 2025, Shutterstock took it in December 2025, Unsplash took it in March 2026, Shutterstock took it in April 2026.
- Across the 12 months ending September 2026, Shutterstock’s estimated Share of Search among stock image sites worldwide moved from 21.5% to 18.6%, and its estimated monthly branded searches moved from 2.6M to 1.6M.
- Across the 12 months ending September 2026, Unsplash’s estimated Share of Search among stock image sites worldwide moved from 18.4% to 17.5%, 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, Shutterstock lost estimated Share of Search among stock image sites worldwide, from 19.9% to 18.6%.
Estimated monthly branded searches for Unsplash worldwide fell 33% over 12 measured months, from 2.2M to 1.5M 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 Shutterstock’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.
Shutterstock
2 branded search terms
- shutterstock
- shutterstock contributor
Unsplash
1 branded search term
- unsplash
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.