Shutterstock vs Unsplash:Which is more popular?
In September 2026, Unsplash had more branded searches than Shutterstock among stock photo libraries in New Zealand. Unsplash had about 8,210 branded searches, while Shutterstock had 3,160. Unsplash made up 36.3% of all stock photo library searches we track, and Shutterstock accounted for 14%. When we asked ChatGPT and Google AI Overviews about stock photo libraries, Unsplash appeared in all five answers and Shutterstock in four. Unsplash was mentioned before Shutterstock in four out of five answers.
Who do people search for more?
Unsplash, about 3 searches for every 1 for Shutterstock
Who does AI mention more?
Unsplash, mentioned in every answer we collected
Who does AI recommend more?
Unsplash, named ahead of Shutterstock in 4 of 5 answers
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Top stock photo libraries in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Unsplash appeared in all five answers. Shutterstock was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Unsplash was listed before Shutterstock in four out of five answers.
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 Shutterstock or Unsplash more popular in search?
This chart shows how often people search Google for Shutterstock and Unsplash 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 Unsplash, Shutterstock. 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 Shutterstock and Unsplash comparison changed over the last 12 months?
3 findings
- Unsplash was ahead of Shutterstock in every measured month of the 12 months ending September 2026.
- 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.
- Across the 12 months ending September 2026, Unsplash’s share of searches among stock photo libraries in New Zealand moved from 33.3% to 36.3%, and its estimated monthly branded searches moved from 10K to 8.2K.
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, Unsplash lost share of searches among stock photo libraries in New Zealand, from 41.5% to 36.3%.
How are branded searches counted?
6 search terms
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
3 branded search terms
- shutterstock
- shutterstock contributor
- shutterstock photos
Unsplash
3 branded search terms
- unsplash
- unsplash photos
- unsplash video
Other head-to-heads among stock photo libraries
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