iStock vs Shutterstock:Which is more popular?
In September 2026, Shutterstock had more branded searches than iStock among stock photo libraries in New Zealand. Shutterstock had about 3,160 branded searches, while iStock had 2,080. Shutterstock made up 14% of all stock photo library searches we track, and iStock accounted for 9.2%. When we asked ChatGPT and Google AI Overviews about stock photo libraries, Shutterstock appeared in four of the five answers and iStock in two. Shutterstock was mentioned before iStock in every answer that named either.
Who do people search for more?
Shutterstock, about 52% more searches than iStock
Who does AI mention more?
Shutterstock, mentioned in 4 of 5 answers, iStock in 2
Who does AI recommend more?
Shutterstock, named ahead of iStock in 4 of 4 answers
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Top stock photo libraries in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Shutterstock was mentioned in four out of five: in two of the three ChatGPT answers and in both 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. Shutterstock was listed before iStock in every answer that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Unsplash1st- One Shot2nd
Adobe Stock3rd- Shutterstock4th
iStock5th
Getty Images6th
Alamy–
123RF–
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
Asked ChatGPT
“Which stock photo library should I use in New Zealand?”
Asked ChatGPT
“What are the best stock photo libraries in New Zealand?”
Asked ChatGPT
“What's the best stock photo library in New Zealand for creative projects?”
Searched Google, AI Overview
“stock photos nz”
Searched Google, AI Overview
“royalty free stock photos”
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.
Is iStock or Shutterstock more popular in search?
This chart shows how often people search Google for iStock and Shutterstock by name. Each line represents a brand's share of searches for all nine stock photo libraries we track, month by month, from searches in New Zealand.
Share of searches by month for Shutterstock, iStock. The figures are in the table below the chart.
View monthly share of searches table
| Month | Unsplash | Adobe Stock | Shutterstock | iStock | Getty Images | One Shot | Alamy | 123RF | Depositphotos |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 33.3% | 33% | 15.4% | 8.6% | 4.9% | 1.6% | 1.7% | 1.3% | 0.3% |
| Nov 2025 | 29.3% | 35.3% | 16.6% | 9.4% | 4% | 2.1% | 1.5% | 1.4% | 0.39% |
| Dec 2025 | 28.8% | 34.4% | 16.5% | 9.4% | 4.9% | 2.5% | 1.6% | 1.4% | 0.47% |
| Jan 2026 | 31.9% | 31.5% | 15.2% | 8.9% | 6.4% | 2.3% | 1.9% | 1.5% | 0.43% |
| Feb 2026 | 32.3% | 31.9% | 14.9% | 10.9% | 5.3% | 1.5% | 1.5% | 1.3% | 0.31% |
| Mar 2026 | 32.3% | 32% | 14.9% | 11.3% | 4.5% | 1.5% | 2.1% | 1% | 0.32% |
| Apr 2026 | 34.2% | 34% | 12.8% | 9.5% | 4.5% | 2% | 1.9% | 0.71% | 0.37% |
| May 2026 | 36.8% | 29.8% | 14% | 10.3% | 3.9% | 2.6% | 1.6% | 0.62% | 0.33% |
| Jun 2026 | 36.8% | 29.8% | 14.1% | 9.9% | 4.1% | 2.2% | 1.6% | 1.2% | 0.33% |
| Jul 2026 | 37.1% | 29.5% | 13.9% | 9.3% | 4.7% | 2.1% | 2% | 1.2% | 0.22% |
| Aug 2026 | 41.5% | 27.3% | 12.6% | 8.5% | 4.6% | 2% | 1.8% | 1.3% | 0.33% |
| Sep 2026 | 36.3% | 29.3% | 14% | 9.2% | 5.3% | 2.1% | 2% | 1.4% | 0.31% |
How has the iStock and Shutterstock comparison changed over the last 12 months?
3 findings
- Shutterstock was ahead of iStock in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, iStock’s share of searches among stock photo libraries in New Zealand moved from 8.6% to 9.2%, and its estimated monthly branded searches moved from 2.6K to 2.1K.
- Across the 12 months ending September 2026, Shutterstock’s share of searches among stock photo libraries in New Zealand moved from 15.4% to 14%, and its estimated monthly branded searches moved from 4.6K to 3.2K.
How did search popularity change for New Zealand stock photo libraries in September 2026?
2 changes
In September 2026, Shutterstock gained share of searches among stock photo libraries in New Zealand, from 12.6% to 14%.
In September 2026, iStock gained share of searches among stock photo libraries in New Zealand, from 8.5% to 9.2%.
How are branded searches counted?
6 search terms
Brandwave collects information about searches that people make online using iStock’s and Shutterstock’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.
iStock
3 branded search terms
- istock
- istock i
- istock pictures
Shutterstock
3 branded search terms
- shutterstock
- shutterstock contributor
- shutterstock photos
Other head-to-heads among stock photo libraries
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