09/18/2026
Content licensing marketplaces are changing who gets to play this game. Getty has the resources to fight Stability AI in court on two continents while simultaneously licensing to OpenAI and Perplexity. Most publishers don't have that luxury. Now they don't need it.
- Marketplaces like Dappier and Tollbit make licensing accessible to publishers of every size
- Litigation remains slow and uncertain, even for a company as well-resourced as Getty
- Licensing generates revenue and attribution now, while legal questions get sorted out over years
- AI platforms increasingly prefer high-quality, well-provenanced content, which favors publishers who license properly
If Getty needs both litigation and licensing to protect its interests, what does that mean for publishers who can only afford one?
Read the full analysis on our blog.
https://nwtx.pub/4cRp87o