How popular isiStock?
In September 2026, people searched for iStock by name about 2,290 times in New Zealand, a 21.3% decrease from the previous year. These searches made up 6.1% of all New Zealand stock image site searches, placing iStock seventh out of eight sites. When we asked both ChatGPT and Google AI Overviews about stock image sites, iStock appeared in three of the five answers and was the seventh most recommended of the eight.
iStock is the seventh most searched of 8 competitors and the seventh most recommended in AI answers.
UnsplashShare of searches 23.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
Adobe StockShare of searches 20.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
PixabayShare of searches 17.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
PexelsShare of searches 11.9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
iStockShare of searches 6.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 7th
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Top stock image sites in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, iStock was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. iStock is the seventh most recommended of the eight.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Unsplash1st
- Adobe Stock2nd
Shutterstock3rd- Pexels4th
- Truestock5th
- Pixabay6th
- iStock7th
Getty Images8th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Shutterstock5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Unsplash4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Adobe Stock4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Pexels4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- iStock3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Pixabay2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Truestock2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Getty Images1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
See every answer about stock image sites
5 answers
Asked ChatGPT
“Which stock image site should I use in New Zealand?”
Asked ChatGPT
“What are the best stock image sites in New Zealand?”
Asked ChatGPT
“What's the best stock image site in New Zealand for marketing images?”
Searched Google, AI Overview
“stock photos nz”
Searched Google, AI Overview
“royalty free images”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Which stock image sites compete with iStock?
Share of searches by month for Unsplash, Adobe Stock, Pixabay, Pexels, Getty Images, Shutterstock, iStock. The figures are in the table below the chart.
View monthly share of searches table
| Month | Unsplash | Adobe Stock | Pixabay | Pexels | Getty Images | Shutterstock | iStock | Truestock |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 22.4% | 23.9% | 14% | 11.8% | 10.8% | 10% | 6.2% | 0.83% |
| Nov 2025 | 18.8% | 24.2% | 17.5% | 11.8% | 10.2% | 10.3% | 6.3% | 0.84% |
| Dec 2025 | 19% | 24.4% | 14.3% | 11.9% | 12.5% | 10.6% | 6.6% | 0.84% |
| Jan 2026 | 22% | 23% | 11% | 13.7% | 13% | 10% | 6.7% | 0.64% |
| Feb 2026 | 22.2% | 23.2% | 13.8% | 11.4% | 10.9% | 9.8% | 7.9% | 0.82% |
| Mar 2026 | 21.1% | 22.3% | 16.1% | 10.9% | 11.5% | 9.4% | 7.9% | 0.77% |
| Apr 2026 | 22.5% | 23.7% | 14% | 11.6% | 12.2% | 8.1% | 6.9% | 1% |
| May 2026 | 23.2% | 20.1% | 17.8% | 12% | 10.3% | 8.6% | 7.1% | 0.86% |
| Jun 2026 | 24.1% | 20.9% | 15.1% | 12.5% | 10.8% | 8.9% | 6.9% | 0.89% |
| Jul 2026 | 24.7% | 21.1% | 14.9% | 12.4% | 10.9% | 8.8% | 6.3% | 0.88% |
| Aug 2026 | 25.6% | 18.3% | 19.4% | 13.1% | 9.7% | 7.5% | 5.5% | 0.77% |
| Sep 2026 | 23.5% | 20.4% | 17.6% | 11.9% | 10.9% | 8.6% | 6.1% | 1% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 23.5% | 8.8K | -17.6% | -2.1 points | |
| 2, moved from 3rd to 2nd | 20.4% | 7.6K | -0.13% | +2 pointsmoved from 3rd to 2nd | |
| 3, moved from 2nd to 3rd | 17.6% | 6.6K | -18.5% | -1.8 pointsmoved from 2nd to 3rd | |
| 4, held 4th | 11.9% | 4.4K | -18.8% | -1.3 points | |
| 5, held 5th | 10.9% | 4.1K | +1.7% | +1.3 points | |
| 6, held 6th | 8.6% | 3.2K | +2.2% | +1 points | |
| 7, held 7th | 6.1% | 2.3K | 0% | +0.6 points | |
| 8, held 8th | 1% | 390 | +21.9% | +0.3 points |
1.
Unsplash23.5%
Held 1st. 8.8K estimated branded searches, -17.6% vs prior month. Share -2.1 points.
20.4%
Moved from 3rd to 2nd. 7.6K estimated branded searches, -0.13% vs prior month. Share +2 points.
3.
Pixabay17.6%
Moved from 2nd to 3rd. 6.6K estimated branded searches, -18.5% vs prior month. Share -1.8 points.
4.
Pexels11.9%
Held 4th. 4.4K estimated branded searches, -18.8% vs prior month. Share -1.3 points.
10.9%
Held 5th. 4.1K estimated branded searches, +1.7% vs prior month. Share +1.3 points.
8.6%
Held 6th. 3.2K estimated branded searches, +2.2% vs prior month. Share +1 points.
7.
iStock6.1%
Held 7th. 2.3K estimated branded searches, 0% vs prior month. Share +0.6 points.
1%
Held 8th. 390 estimated branded searches, +21.9% vs prior month. Share +0.3 points.
Compare popularity between iStock and its closest rivals
Every comparison with iStock
11 comparisons
How has branded search demand for iStock changed in New Zealand over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for iStock in New Zealand fell from 2.9K to 2.3K.
- Across the 12 months ending September 2026, iStock’s share of searches among stock image sites in New Zealand peaked at 7.9% in February 2026 and was lowest at 5.5% in August 2026.
How did search popularity change for New Zealand stock image sites in September 2026?
6 changes
In September 2026, Adobe Stock overtook Pixabay to rank 2nd among stock image sites in New Zealand, with 20.4% of the searches.
In September 2026, Getty Images gained share of searches among stock image sites in New Zealand, from 9.7% to 10.9%.
In September 2026, Shutterstock gained share of searches among stock image sites in New Zealand, from 7.5% to 8.6%.
In September 2026, iStock gained share of searches among stock image sites in New Zealand, from 5.5% to 6.1%.
In September 2026, Unsplash lost share of searches among stock image sites in New Zealand, from 25.6% to 23.5%.
In September 2026, Pixabay lost share of searches among stock image sites in New Zealand, from 19.4% to 17.6%.
How are iStock’s branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using iStock’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.
- istock
- istock i
- istock images
- istock pictures
Who owns iStock?
iStock is owned by Getty Images. Brandwave also tracks Getty Images, owned by the same company, in New Zealand.
Do you work for iStock? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does iStock compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Stock image sites | 7th of 8 | 6.1% | Shown above |
| Stock photo libraries | 4th of 9 | 9.2% | Show ranking |
Is iStock 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.