Brandwave

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

In October 2026, Payload CMS had more branded searches than Strapi among headless CMS platforms in New Zealand. Payload CMS had about 170 branded searches, while Strapi had 110. Payload CMS made up 11% of all headless CMS platform searches we track, and Strapi accounted for 7.1%. When we asked ChatGPT and Google AI Overviews about headless CMS platforms, Strapi appeared in four of the five answers and Payload CMS in three. Strapi was mentioned before Payload CMS in three out of four answers that named either.

Among headless CMS platforms in New Zealand in October 2026

Who do people search for more?

Payload CMS, about 55% more searches than Strapi

Payload CMS 170 searchesStrapi 110 searches

Who does AI mention more?

Strapi, mentioned in 4 of 5 answers, Payload CMS in 3

Strapi in 4 of 5Payload CMS in 3 of 5

Who does AI recommend more?

Strapi, named ahead of Payload CMS in 3 of 4 answers

Strapi first in 3Payload CMS first in 1

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Top headless CMS platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Strapi was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. 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. Strapi was listed before Payload CMS in three out of four answers that named either.

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 Strapi more popular in search?

This chart shows how often people search Google for Payload CMS and Strapi 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 Strapi among headless CMS platforms in New Zealand, by month

Share of searches by month for Payload CMS, Strapi. 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 Strapi changed in New Zealand over the last 12 months?

3 findings
  • The lead changed hands once in the 12 months ending October 2026: Payload CMS took it in February 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, Strapi’s share of searches among headless CMS platforms in New Zealand moved from 13.3% to 7.1%, and its estimated monthly branded searches moved from 210 to 110.

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

1 change

  1. Estimated monthly branded searches for Strapi in New Zealand fell 47.6% over 12 measured months, from 210 to 110 in October 2026.

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

2 search terms

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

Strapi

1 branded search term

  • strapi

How the Brand Demand Index is measured

Other head-to-heads among headless CMS platforms

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