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iStock: The Underdog in a Billion-Dollar War
A $15M revenue giant trapped in a legacy playbook
iStock isn't a startup—it's a 23-year-old veteran in a market dominated by giants. Yet with just 1,292 employees and a modest $15M revenue, it's fighting a battle for relevance against AI and competitors 10x its size.
"In a market where Canva and Midjourney are eating the world, iStock is playing checkers while the competition plays 4D chess."
The Contributor Paradox
iStock's model relies on a global community of contributors, yet its top people include a 'Senior Customer Service Associate' and 'Client Relations'—not a Head of AI or VP of Growth. The organizational chart screams 'legacy support' not 'future-ready innovation.'
The Traffic Cliff
With only ~1,182 monthly visits and a global rank of #13M+, iStock has virtually no organic web presence. For context, a mid-sized Substack newsletter gets more traffic. This isn't a marketing problem—it's a product relevance problem in the age of generative AI.
The Trustpilot rating of 1.2/5 from 82 reviews is a damning indictment. While competitors like Shutterstock and Adobe Stock maintain 3.5+ ratings, iStock's user experience is actively repelling customers. The tech stack—jQuery, Bootstrap, Ruby on Rails—feels like a time capsule from 2015, not a modern SaaS platform.
- Revenue is stagnant at $15M while competitors scale to billions
- Traffic is negligible (1.2K monthly visits) indicating zero SEO strategy
- Tech debt is visible in legacy frameworks (jQuery, Bootstrap)
- Negative reviews suggest deep product/market fit issues
The Verdict: A Sleeping Giant in a Commodity Market
iStock has the brand equity and Getty backing, but lacks the innovation velocity to survive the AI revolution. For investors, it's a turnaround play. For founders, it's a cautionary tale.
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Stock Images, Royalty-Free Images, Illustrations, Vectors and Videos - iStock
iStock has millions of exclusive stock photos, videos, vectors, and illustrations that are researched and shot by a diverse global community. © 2023 iStockphoto LP.
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Istock
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Reviews (20)
iStock’s “subscription” is a trap, not a service
iStock’s business model is built on one thing only – locking customers into auto-renewals they cannot realistically escape. Our company hadn’t used iStock for a year. No downloads. No activity. Nothing. Yet the moment the subscription renewed, we were instantly locked into paying another 12 months at €29 per month (€348 total) with absolutely no way to opt out, downgrade, or cancel. We can’t even delete the account. We contacted customer support immediately and explained the situation. We were even a long-term paying customer back when we actually used the platform. But it didn’t matter. Yes, we missed turning off auto-renew. But what isn’t acceptable in the modern world is a system that turns one missed checkbox into €348 of forced payments for a product with zero usage. This is not how modern SaaS works. This is how companies squeeze money out of customers who missed one day to check a box. Meanwhile, AI tools can now generate custom, unique images in seconds, cheaper, faster, and without predatory contracts. I genuinely hope AI completely wipes out this kind of outdated, customer-hostile business model. If you value transparency, flexibility, or basic respect as a customer, stay far away from iStock.
Awful business practices
I'm blasting these guys everywhere I can. iStock is owned by Getty Images so avoid them as well. Same as the others, signed up for what I thought was $29USD/month, which was what the offer had on it. Did not see the toggle button up the top. After realising, I disable the renewal and contacted their support team, only to be told I 'opted into' the annual subscription. The way they set out the subscription page is predatory and I wouldn't be surprised if they have done it this way to trick people. They are now taking $32AUD of mine a month and I can't stop them. Other comments mentioned swapping to another card and then cancelling the card, but they have a legal team that they have used to chase down people who do this. They also completely refused to swap my payment method to PayPal, telling me they 'didn't have access to change that' but I reckon they have clued onto people using PayPal to cancel their subscriptions forcefully.
Terrible scam
Terrible scam
Keeps showing up when I am trying to…
Keeps showing up when I am trying to find royalty free images
Same as everyone else
Same as everyone else. Their language makes it sound like you’re paying for a month-to-month subscription, but you’re actually paying for an annual subscription on a monthly basis…with no option to cancel. Whereas most companies make clear the annual pricing by simply charging you that cheaper annual price, they confuse matters by making a trial option for the monthly annual subscription. Get it? Neither did I, now I’m stuck paying $360 USD for a service I don’t need. I hope AI puts them out of business.
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About istock.com
iStock has millions of exclusive stock photos, videos, vectors, and illustrations that are researched and shot by a diverse global community. © 2023 iStockphoto LP.
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Technology Stack
istock.com uses 10 technologies across their website including Ruby on Rails, Amazon Web Services, AWS CloudFront, OneTrust, and more.
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Ruby on Rails
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Amazon Web Services, AWS CloudFront
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OneTrust
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Microsoft Ads
Analytics & Marketing
Google Tag Manager, Google Analytics
CSS Frameworks
Bootstrap, Tailwind CSS
Traffic & Audience
istock.com receives approximately 1.2K monthly visitors and ranks #13,252,842 globally. The website has a bounce rate of 89% with visitors viewing an average of 1.2 pages per visit. Users spend an average of 0:13 on the site.
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