iStock vs Pixabay:Which is more popular?
In September 2026, Pixabay had more branded searches than iStock among stock image sites in New Zealand. Pixabay had about 6,600 branded searches, while iStock had 2,290. Pixabay made up 17.6% of all stock image site searches we track, and iStock accounted for 6.1%. When we asked ChatGPT and Google AI Overviews about stock image sites, iStock appeared in three of the five answers and Pixabay in two. Pixabay was mentioned before iStock in two out of three answers that named either.
Who do people search for more?
Pixabay, about 3 searches for every 1 for iStock
Who does AI mention more?
iStock, mentioned in 3 of 5 answers, Pixabay in 2
Who does AI recommend more?
Pixabay, named ahead of iStock in 2 of 3 answers
Follow iStock vs Pixabay and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top stock image sites in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, iStock was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Pixabay was mentioned in two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. Pixabay was listed before iStock in two out of three answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Unsplash1st
Adobe Stock2nd
Shutterstock3rd
Pexels4th- Truestock5th
- Pixabay6th
- iStock7th
Getty Images8th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Shutterstock5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Unsplash4 of 5Named in 2 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
- Pexels4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- iStock3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Pixabay2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Truestock2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Getty Images1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
See every answer about stock image sites
5 answers
Asked ChatGPT
“Which stock image site should I use in New Zealand?”
Asked ChatGPT
“What are the best stock image sites in New Zealand?”
Asked ChatGPT
“What's the best stock image site in New Zealand for marketing images?”
Searched Google, AI Overview
“stock photos nz”
Searched Google, AI Overview
“royalty free images”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is iStock or Pixabay more popular in search?
This chart shows how often people search Google for iStock and Pixabay by name. Each line represents a brand's share of searches for all eight stock image sites we track, month by month, from searches in New Zealand.
Share of searches by month for Pixabay, iStock. The figures are in the table below the chart.
View monthly share of searches table
| Month | Unsplash | Adobe Stock | Pixabay | Pexels | Getty Images | Shutterstock | iStock | Truestock |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 22.4% | 23.9% | 14% | 11.8% | 10.8% | 10% | 6.2% | 0.83% |
| Nov 2025 | 18.8% | 24.2% | 17.5% | 11.8% | 10.2% | 10.3% | 6.3% | 0.84% |
| Dec 2025 | 19% | 24.4% | 14.3% | 11.9% | 12.5% | 10.6% | 6.6% | 0.84% |
| Jan 2026 | 22% | 23% | 11% | 13.7% | 13% | 10% | 6.7% | 0.64% |
| Feb 2026 | 22.2% | 23.2% | 13.8% | 11.4% | 10.9% | 9.8% | 7.9% | 0.82% |
| Mar 2026 | 21.1% | 22.3% | 16.1% | 10.9% | 11.5% | 9.4% | 7.9% | 0.77% |
| Apr 2026 | 22.5% | 23.7% | 14% | 11.6% | 12.2% | 8.1% | 6.9% | 1% |
| May 2026 | 23.2% | 20.1% | 17.8% | 12% | 10.3% | 8.6% | 7.1% | 0.86% |
| Jun 2026 | 24.1% | 20.9% | 15.1% | 12.5% | 10.8% | 8.9% | 6.9% | 0.89% |
| Jul 2026 | 24.7% | 21.1% | 14.9% | 12.4% | 10.9% | 8.8% | 6.3% | 0.88% |
| Aug 2026 | 25.6% | 18.3% | 19.4% | 13.1% | 9.7% | 7.5% | 5.5% | 0.77% |
| Sep 2026 | 23.5% | 20.4% | 17.6% | 11.9% | 10.9% | 8.6% | 6.1% | 1% |
How has the iStock and Pixabay comparison changed over the last 12 months?
3 findings
- Pixabay 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 image sites in New Zealand moved from 6.2% to 6.1%, and its estimated monthly branded searches moved from 2.9K to 2.3K.
- Across the 12 months ending September 2026, Pixabay’s share of searches among stock image sites in New Zealand moved from 14% to 17.6%, and its estimated monthly branded searches held steady at 6.6K.
How did search popularity change for New Zealand stock image sites in September 2026?
3 changes
In September 2026, Adobe Stock overtook Pixabay to rank 2nd among stock image sites in New Zealand, with 20.4% of the searches.
In September 2026, iStock gained share of searches among stock image sites in New Zealand, from 5.5% to 6.1%.
In September 2026, Pixabay lost share of searches among stock image sites in New Zealand, from 19.4% to 17.6%.
How are branded searches counted?
5 search terms
Brandwave collects information about searches that people make online using iStock’s and Pixabay’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 image sites
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.