Contentful vs Payload CMS:Which is more popular in New Zealand?
In October 2026, Contentful had more branded searches than Payload CMS among headless CMS platforms in New Zealand. Contentful had about 390 branded searches, while Payload CMS had 170. Contentful made up 25.3% of all headless CMS platform searches we track, and Payload CMS accounted for 11%. When we asked ChatGPT and Google AI Overviews about headless CMS platforms, Contentful appeared in all five answers and Payload CMS in three. Payload CMS was mentioned before Contentful in three out of five answers.
Who do people search for more?
Contentful, about 2 searches for every 1 for Payload CMS
Who does AI mention more?
Contentful, mentioned in every answer we collected
Who does AI recommend more?
Payload CMS, named ahead of Contentful in 3 of 5 answers
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Top headless CMS platforms in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Contentful appeared in all five answers. Payload CMS was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Payload CMS was listed before Contentful in three out of five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Sanity1st
Storyblok2nd
Strapi3rd- Contentful4th
- Payload CMS5th
Prismic6th
Hygraph7th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Contentful5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Sanity5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Strapi4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Payload CMS3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Storyblok3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Prismic1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Hygraph1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
See every answer about headless CMS platforms
5 answers
Asked ChatGPT
“Which headless CMS should I use in New Zealand?”
Asked ChatGPT
“What are the best headless CMSs in New Zealand?”
Asked ChatGPT
“What's the best headless CMS in New Zealand for a content team?”
Searched Google, AI Overview
“best headless cms”
Searched Google, AI Overview
“cms for developers”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Contentful or Payload CMS more popular in search?
This chart shows how often people search Google for Contentful and Payload CMS by name. Each line represents a brand's share of searches for all seven headless CMS platforms we track, month by month, from searches in New Zealand.
Share of searches by month for Contentful, Payload CMS. The figures are in the table below the chart.
View monthly share of searches table
| Month | Prismic | Contentful | Sanity | Payload CMS | Storyblok | Strapi | Hygraph |
|---|---|---|---|---|---|---|---|
| Nov 2025 | 21.5% | 29.7% | 13.3% | 10.8% | 10.8% | 13.3% | 0.63% |
| Dec 2025 | 27.2% | 27.2% | 12.8% | 11.2% | 8.8% | 11.2% | 1.6% |
| Jan 2026 | 24.8% | 26.9% | 11% | 11.7% | 11.7% | 11.7% | 2.1% |
| Feb 2026 | 20% | 28.2% | 12.4% | 15.3% | 10% | 12.4% | 1.8% |
| Mar 2026 | 17.6% | 30.6% | 14.5% | 13.5% | 10.9% | 10.9% | 2.1% |
| Apr 2026 | 19.4% | 28.8% | 17.6% | 12.4% | 8.2% | 12.4% | 1.2% |
| May 2026 | 23.4% | 24.6% | 17.5% | 12.3% | 9.9% | 9.9% | 2.3% |
| Jun 2026 | 19.6% | 28.5% | 17.9% | 11.7% | 11.7% | 9.5% | 1.1% |
| Jul 2026 | 18.1% | 32.9% | 17.4% | 13.5% | 9% | 7.1% | 1.9% |
| Aug 2026 | 20.9% | 30.4% | 14.6% | 13.3% | 10.8% | 8.9% | 1.3% |
| Sep 2026 | 21.8% | 33.3% | 14.7% | 10.9% | 10.9% | 7.1% | 1.3% |
| Oct 2026 | 32.5% | 25.3% | 13.6% | 11% | 9.1% | 7.1% | 1.3% |
How has branded search for Contentful and Payload CMS changed in New Zealand over the last 12 months?
3 findings
- Contentful was ahead of Payload CMS in every measured month of the 12 months ending October 2026.
- Across the 12 months ending October 2026, Contentful’s share of searches among headless CMS platforms in New Zealand moved from 29.7% to 25.3%, and its estimated monthly branded searches moved from 470 to 390.
- Across the 12 months ending October 2026, Payload CMS’s share of searches among headless CMS platforms in New Zealand moved from 10.8% to 11%, and its estimated monthly branded searches held steady at 170.
How did search popularity change for New Zealand headless CMS platforms in October 2026?
2 changes
In October 2026, Prismic overtook Contentful to become the leader among headless CMS platforms in New Zealand, with 32.5% of the searches.
In October 2026, Contentful lost share of searches among headless CMS platforms in New Zealand, from 33.3% to 25.3%.
How are Contentful’s and Payload CMS’s branded searches counted?
16 search terms
Brandwave collects information about searches that people make online using Contentful’s and Payload CMS’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.
Contentful
15 branded search terms
- app contentful
- contentful
- contentful ai
- contentful apps
- contentful blog
- contentful cms
- contentful company
- contentful demo
- contentful ecommerce
- contentful headless cms
- contentful launch
- contentful open source
- contentful personalization
- contentful seo
- contentful video
Payload CMS
1 branded search term
- payload cms
Other head-to-heads among headless CMS platforms
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