123RF vs iStock:Which is more popular?
In September 2026, iStock had more branded searches than 123RF among stock photo libraries in New Zealand. iStock had about 2,080 branded searches, while 123RF had 320. iStock made up 9.2% of all stock photo library searches we track, and 123RF accounted for 1.4%. When we asked ChatGPT and Google AI Overviews about stock photo libraries, iStock appeared in two of the five answers and 123RF in none.
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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. 123RF did not appear in any of the 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 123RF or iStock more popular in search?
This chart shows how often people search Google for 123RF and iStock 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 iStock, 123RF. 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 123RF and iStock comparison changed over the last 12 months?
3 findings
- iStock was ahead of 123RF in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, 123RF’s share of searches among stock photo libraries in New Zealand moved from 1.3% to 1.4%, and its estimated monthly branded searches moved from 390 to 320.
- 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.
How did search popularity change for New Zealand stock photo libraries in September 2026?
2 changes
In September 2026, iStock gained share of searches among stock photo libraries in New Zealand, from 8.5% to 9.2%.
Estimated monthly branded searches for 123RF in New Zealand fell 17.9% over 12 measured months, from 390 to 320 in September 2026.
How are branded searches counted?
5 search terms
Brandwave collects information about searches that people make online using 123RF’s and iStock’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.
Other head-to-heads among stock photo libraries
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