Brandwave

How popular isGhost in search?

In August 2026, there were an estimated 21.2K branded searches for Ghost worldwide which is down 17% over the last 11 months. Ghost holds 0.54% estimated Share of Search among newsletter platforms worldwide and is ranked 6th of 7 competitors for search popularity. Worldwide · English terms: these are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Substack64.1%
  2. Mailchimp26.9%
  3. MailerLite5.4%
  4. beehiiv1.8%
  5. Kit1.2%
  6. Ghost0.54%
  7. Buttondown0.02%
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Which newsletter platforms compete with Ghost?

Ghost against newsletter platforms worldwide, by month

Share of Search by month for Substack, Mailchimp, MailerLite, Ghost. The figures are in the table below the chart.

View monthly share of search table
MonthSubstackMailchimpMailerLitebeehiivKitGhostButtondown
Oct 202541.3%46.1%7.6%2.1%2.2%0.75%0.01%
Nov 202541.5%46.2%7.6%2.1%1.9%0.68%0.01%
Dec 202551.2%38.2%6.3%1.7%1.9%0.68%0.01%
Jan 202651.1%38.3%6.3%2.1%1.6%0.6%0.02%
Feb 202650.2%37.8%7.4%2.5%1.5%0.73%0.02%
Mar 202650.4%38.7%6.4%2.5%1.3%0.66%0.02%
Apr 202650.6%38.5%6.3%2.5%1.3%0.67%0.02%
May 202654.5%34.2%6.9%2.3%1.3%0.73%0.02%
Jun 202654.9%34%6.8%2.2%1.4%0.59%0.02%
Jul 202657.7%31%7.1%2.3%1.2%0.59%0.02%
Aug 202664.1%26.9%5.4%1.8%1.2%0.54%0.02%
Sep 2026———————

  1. 1.Substack

    64.1%

    held 1st · 2.5M estimated branded searches · +20.6% vs prior month · +6.4 points

  2. 2.Mailchimp

    26.9%

    held 2nd · 1.1M estimated branded searches · -5.6% vs prior month · -4.1 points

  3. 3.MailerLite

    5.4%

    held 3rd · 211K estimated branded searches · -18% vs prior month · -1.7 points

  4. 4.beehiiv

    1.8%

    held 4th · 70.6K estimated branded searches · -16.5% vs prior month · -0.5 points

  5. 5.Kit

    1.2%

    held 5th · 48.4K estimated branded searches · +11.2% vs prior month · 0 points

  6. 6.Ghost

    0.54%

    held 6th · 21.2K estimated branded searches · +0.33% vs prior month · 0 points

  7. 7.Buttondown

    0.02%

    held 7th · 620 estimated branded searches · -8.8% vs prior month · 0 points

Compare search popularity between Ghost and its closest rivals

How has branded search demand for Ghost changed worldwide over the last 12 months?

  • Across the 11 months ending August 2026, estimated monthly branded searches for Ghost worldwide fell from 25.5K to 21.2K.
  • Across the 11 months ending August 2026, Ghost’s estimated Share of Search among newsletter platforms worldwide held steady, from 0.75% to 0.54%.

How did search popularity change for newsletter platforms worldwide in August 2026?

  1. In August 2026, Substack gained estimated Share of Search among newsletter platforms worldwide, from 57.7% to 64.1%.

  2. In August 2026, Mailchimp lost estimated Share of Search among newsletter platforms worldwide, from 31% to 26.9%.

  3. In August 2026, MailerLite lost estimated Share of Search among newsletter platforms worldwide, from 7.1% to 5.4%.

  4. In August 2026, beehiiv lost estimated Share of Search among newsletter platforms worldwide, from 2.3% to 1.8%.

  5. Estimated monthly branded searches for Buttondown worldwide rose 29.2% over 11 measured months, from 480 to 620 in August 2026.

  6. Estimated monthly branded searches for Kit worldwide fell 34.5% over 11 measured months, from 73.8K to 48.4K in August 2026.

How is Ghost measured?

Brandwave collects information about searches that people make online using Ghost’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

19 branded search terms

  • ghost blog
  • ghost blog platform
  • ghost blogging platform
  • Ghost CMS
  • ghost cms docker
  • ghost cms github
  • ghost cms open source
  • ghost cms pricing
  • ghost cms themes
  • ghost headless cms
  • ghost io
  • ghost newsletter
  • ghost newsletter platform
  • ghost org
  • ghost publishing platform
  • ghost website builder
  • ghost wordpress
  • ghost.io
  • ghost.org

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How the Brand Demand Index is measured

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