Brandwave

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 9.2% of all New Zealand stock photo library searches, placing iStock fourth out of nine libraries. When we asked both ChatGPT and Google AI Overviews about stock photo libraries, iStock appeared in two of the five answers and was the fifth most recommended of the nine.

Search and AI answers in September 2026

iStock is the fourth most searched of 9 competitors and the fifth most recommended in AI answers.

  1. UnsplashShare of searches 36.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. Adobe StockShare of searches 29.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  3. ShutterstockShare of searches 14%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
  4. iStockShare of searches 9.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  5. Getty ImagesShare of searches 5.3%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th

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Top stock photo libraries in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, iStock was mentioned in two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. iStock is the fifth most recommended of the nine.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Unsplash1st
  2. One Shot2nd
  3. Adobe Stock3rd
  4. Shutterstock4th
  5. iStock5th
  6. Getty Images6th
  7. Alamy–
  8. 123RF–
  9. Depositphotos–

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
  • Adobe Stock4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Shutterstock4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • One Shot3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • iStock2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Getty Images1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Alamy0 of 5Named in 0 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
  • Depositphotos0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about stock photo libraries

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which stock photo libraries compete with iStock?

iStock against stock photo libraries in New Zealand, by month

Share of searches by month for Unsplash, Adobe Stock, Shutterstock, iStock, Getty Images, One Shot, Alamy. The figures are in the table below the chart.

View monthly share of searches table
MonthUnsplashAdobe StockShutterstockiStockGetty ImagesOne ShotAlamy123RFDepositphotos
Oct 202533.3%33%15.4%8.6%4.9%1.6%1.7%1.3%0.3%
Nov 202529.3%35.3%16.6%9.4%4%2.1%1.5%1.4%0.39%
Dec 202528.8%34.4%16.5%9.4%4.9%2.5%1.6%1.4%0.47%
Jan 202631.9%31.5%15.2%8.9%6.4%2.3%1.9%1.5%0.43%
Feb 202632.3%31.9%14.9%10.9%5.3%1.5%1.5%1.3%0.31%
Mar 202632.3%32%14.9%11.3%4.5%1.5%2.1%1%0.32%
Apr 202634.2%34%12.8%9.5%4.5%2%1.9%0.71%0.37%
May 202636.8%29.8%14%10.3%3.9%2.6%1.6%0.62%0.33%
Jun 202636.8%29.8%14.1%9.9%4.1%2.2%1.6%1.2%0.33%
Jul 202637.1%29.5%13.9%9.3%4.7%2.1%2%1.2%0.22%
Aug 202641.5%27.3%12.6%8.5%4.6%2%1.8%1.3%0.33%
Sep 202636.3%29.3%14%9.2%5.3%2.1%2%1.4%0.31%

  1. 1.Unsplash

    36.3%

    Held 1st. 8.2K estimated branded searches, -18.6% vs prior month. Share -5.1 points.

  2. 2.Adobe Stock

    29.3%

    Held 2nd. 6.6K estimated branded searches, -0.15% vs prior month. Share +2 points.

  3. 3.Shutterstock

    14%

    Held 3rd. 3.2K estimated branded searches, +2.9% vs prior month. Share +1.4 points.

  4. 4.iStock

    9.2%

    Held 4th. 2.1K estimated branded searches, 0% vs prior month. Share +0.7 points.

  5. 5.Getty Images

    5.3%

    Held 5th. 1.2K estimated branded searches, +6.2% vs prior month. Share +0.7 points.

  6. 6.One Shot

    2.1%

    Held 6th. 480 estimated branded searches, 0% vs prior month. Share +0.2 points.

  7. 7.Alamy

    2%

    Held 7th. 460 estimated branded searches, +2.2% vs prior month. Share +0.2 points.

  8. 8.123RF

    1.4%

    Held 8th. 320 estimated branded searches, 0% vs prior month. Share +0.1 points.

  9. 9.Depositphotos

    0.31%

    Held 9th. 70 estimated branded searches, -12.5% vs prior month. Share 0 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?

3 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 photo libraries in New Zealand increased from 8.6% to 9.2%.
  • Across the 12 months ending September 2026, iStock’s share of searches among stock photo libraries in New Zealand peaked at 11.3% in March 2026 and was lowest at 8.5% in August 2026.

How did search popularity change for New Zealand stock photo libraries in September 2026?

6 changes

  1. In September 2026, Adobe Stock gained share of searches among stock photo libraries in New Zealand, from 27.3% to 29.3%.

  2. In September 2026, Shutterstock gained share of searches among stock photo libraries in New Zealand, from 12.6% to 14%.

  3. In September 2026, Getty Images gained share of searches among stock photo libraries in New Zealand, from 4.6% to 5.3%.

  4. In September 2026, iStock gained share of searches among stock photo libraries in New Zealand, from 8.5% to 9.2%.

  5. In September 2026, Unsplash lost share of searches among stock photo libraries in New Zealand, from 41.5% to 36.3%.

  6. Estimated monthly branded searches for Depositphotos in New Zealand fell 22.2% over 12 measured months, from 90 to 70 in September 2026.

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

How the Brand Demand Index is measured

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?

iStock is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Stock image sites7th of 86.1%Show ranking
Stock photo libraries4th of 99.2%Shown above
Creator with pink hair and a pink jacket

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.

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