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"Royalty free" does not mean free. It means you pay once for a licence and can then use the image or video repeatedly without paying royalties each time, within the licence terms, while "editorial use only" images cannot be used to advertise or promote anything at all.

Licence terms matter more than price in stock content, since misuse can lead to claims long after you publish. This category covers stock photos, video, vectors, templates and mockups, from Shutterstock, Getty Images, Alamy, DepositPhotos, Vecteezy and VectorStock to Envato, Creative Market and Placeit, plus photographer marketplaces such as Picfair and YAY Images and passport photo service PhotoAid.

Design software is in Design Software, and websites in Builders.

What this category covers

Type	Examples here	What to check
Stock photo and video libraries	Shutterstock, Getty Images, Alamy, DepositPhotos	Licence type and download limits
Vectors and illustrations	Vecteezy, VectorStock	File formats and attribution
Templates, fonts and assets	Envato, Creative Market	Commercial use and project limits
Mockups	Placeit	Subscription or single purchase
Photographer marketplaces	Picfair, YAY Images	How creators are paid
Photo services	PhotoAid	Official photo requirements

Standard or extended licence?

Standard licences cover most uses, such as websites, social media, presentations and ads, but usually limit print runs and exclude products for resale. Extended licences allow uses such as merchandise, templates and large print runs.

Check the licence before using an image on anything you sell, such as T shirts, mugs or printables.

Editorial use only

Editorial images often show people, brands or events without releases, so they can only illustrate news and commentary. Using them in ads or product pages can breach the licence and trademark or privacy rights.

Model and property releases

Commercial use of images showing identifiable people requires a model release, and some buildings and artworks need property releases. Reputable libraries note whether releases are on file.

Subscription or credit packs?

Subscriptions give a set number of downloads each month, which suits regular users. Credit packs and on demand purchases suit occasional needs, and unused credits may expire.

Unlimited subscriptions such as Envato Elements cover many asset types, but check whether licences continue for projects after you cancel.

Free stock images

Free image sites offer usable photos, but check the licence on each one, and whether people or brands shown have releases. Paid libraries usually offer more legal protection, such as indemnification.

Indemnification

Some libraries cover legal costs if a licensed image leads to a claim, up to a set amount. This matters for businesses using images in advertising.

AI generated stock content

Many libraries now include AI generated images and offer their own generators. Check how AI content is licensed and whether the library covers it with the same protections as photos taken by people.

Templates and design assets

Marketplaces such as Creative Market and Envato sell templates, fonts, presets and graphics made by independent designers. Check which software a template needs and whether fonts are included or licensed separately.

Mockups

Mockup tools such as Placeit place your designs onto product photos, such as T shirts, phones and packaging. They are useful for online stores and pitches before products exist.

Supporting independent photographers

Marketplaces such as Picfair let photographers set their own prices and keep more of each sale. They offer images that look less like typical stock photography.

Passport and ID photos

Services such as PhotoAid create passport and visa photos from a phone picture, formatted to official requirements. Check the specific rules for your document, since size, background and expression rules differ by country.

Keep records of your licences

Save licence details and invoices for every asset you use. If a claim arrives years later, proof of licence resolves it quickly.

Consolidation in stock media

The stock industry keeps consolidating, with Getty Images and Shutterstock announcing plans to merge in January 2025. Changes of ownership can bring new pricing and terms, so review them at renewal.

Stock video and music

Stock video and music have their own licences, often with separate rules for online video, broadcast and paid advertising. Music used on platforms such as YouTube may need a licence that clears content ID claims.

Choosing images that do not look like stock

Overused stock photos can make a brand look generic. Search beyond the first page of results, use filters for authentic or candid styles, and edit images consistently with your brand colors.

Selling your own work

Many libraries let photographers and designers sell their work, paying a share of each licence. Commission rates vary widely, so compare them before uploading.

When stock subscriptions are cheapest

Stock libraries discount annual plans around Black Friday and occasionally mid year. Annual plans paid upfront usually cost less per download than monthly plans.

Making a stock content coupon go further

Estimate how many assets you will download in a year, then pick the plan that matches. A coupon on a plan with far more downloads than you need is not a saving.