Content creation and licensing control techniques are described. In a first example, a content creation service is configured to support content creation using an image along with functionality to locate the image or a similar image that is available for licensing. In another example, previews of images are used to generate different versions of content along with an option to license images previewed in an approved version of the content. In a further example, fingerprints are used to locate images used as part of content creation by a content creation service without leaving a context of the service. In yet another example, location of licensable versions of images is based at least in part on identification of a watermark included as part of an image. In an additional example, an image itself is used as a basis to locate other images available for licensing by a content sharing service.