Brandwave

Payload CMS vs Sanity:Which is more popular in New Zealand?

In October 2026, Sanity had more branded searches than Payload CMS among headless CMS platforms in New Zealand. Sanity had about 210 branded searches, while Payload CMS had 170. Sanity made up 13.6% 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, Sanity appeared in all five answers and Payload CMS in three. Sanity was mentioned before Payload CMS in every answer.

Among headless CMS platforms in New Zealand in October 2026

Who do people search for more?

Sanity, about 24% more searches than Payload CMS

Sanity 210 searchesPayload CMS 170 searches

Who does AI mention more?

Sanity, mentioned in every answer we collected

Sanity in 5 of 5Payload CMS in 3 of 5

Who does AI recommend more?

Sanity, named ahead of Payload CMS in every answer

Sanity first in 5Payload CMS never first

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Top headless CMS platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Sanity 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. Sanity was listed before Payload CMS in every answer.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Sanity1st
  2. Storyblok2nd
  3. Strapi3rd
  4. Contentful4th
  5. Payload CMS5th
  6. Prismic6th
  7. 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

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Is Payload CMS or Sanity more popular in search?

This chart shows how often people search Google for Payload CMS and Sanity 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.

Payload CMS and Sanity among headless CMS platforms in New Zealand, by month

Share of searches by month for Sanity, Payload CMS. The figures are in the table below the chart.

View monthly share of searches table
MonthPrismicContentfulSanityPayload CMSStoryblokStrapiHygraph
Nov 202521.5%29.7%13.3%10.8%10.8%13.3%0.63%
Dec 202527.2%27.2%12.8%11.2%8.8%11.2%1.6%
Jan 202624.8%26.9%11%11.7%11.7%11.7%2.1%
Feb 202620%28.2%12.4%15.3%10%12.4%1.8%
Mar 202617.6%30.6%14.5%13.5%10.9%10.9%2.1%
Apr 202619.4%28.8%17.6%12.4%8.2%12.4%1.2%
May 202623.4%24.6%17.5%12.3%9.9%9.9%2.3%
Jun 202619.6%28.5%17.9%11.7%11.7%9.5%1.1%
Jul 202618.1%32.9%17.4%13.5%9%7.1%1.9%
Aug 202620.9%30.4%14.6%13.3%10.8%8.9%1.3%
Sep 202621.8%33.3%14.7%10.9%10.9%7.1%1.3%
Oct 202632.5%25.3%13.6%11%9.1%7.1%1.3%

How has branded search for Payload CMS and Sanity changed in New Zealand over the last 12 months?

3 findings
  • The lead changed hands 2 times in the 12 months ending October 2026: Payload CMS took it in January 2026, Sanity took it in March 2026.
  • 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.
  • Across the 12 months ending October 2026, Sanity’s share of searches among headless CMS platforms in New Zealand moved from 13.3% to 13.6%, and its estimated monthly branded searches held steady at 210.

How did search popularity change for New Zealand headless CMS platforms in October 2026?

1 change

  1. In October 2026, Sanity lost share of searches among headless CMS platforms in New Zealand, from 14.7% to 13.6%.

How are Payload CMS’s and Sanity’s branded searches counted?

10 search terms

Brandwave collects information about searches that people make online using Payload CMS’s and Sanity’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.

Payload CMS

1 branded search term

  • payload cms

Sanity

9 branded search terms

  • cms sanity
  • customize sanity studio
  • headless cms sanity
  • sanity cms
  • sanity headless cms
  • sanity io
  • sanity io cms
  • sanity studio
  • sanity studio cms

How the Brand Demand Index is measured

Other head-to-heads among headless CMS platforms

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