Brandwave

How popular isGhost?

In September 2026, people searched for Ghost by name about 18,300 times worldwide, a 21.9% decrease from the previous year. These searches made up 11.7% of all global news publishing platform searches, placing Ghost third out of eight platforms. When we asked both ChatGPT and Google AI Overviews about news publishing platforms, Ghost appeared in four of the five answers and was the most recommended of the eight.

Search and AI answers in September 2026

Ghost is the third most searched of 8 competitors and the most recommended in AI answers.

  1. DrupalShare of searches 66.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  2. SophiShare of searches 16.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. GhostShare of searches 11.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  4. WordPress VIPShare of searches 2.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  5. Arc XPShare of searches 1%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th

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Top news publishing platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Ghost was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Ghost is the most recommended of the eight.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Ghost1st
  2. WordPress VIP2nd
  3. Newspack3rd
  4. Drupal4th
  5. Arc XP5th
  6. Sophi–
  7. Quintype–
  8. Pugpig–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Ghost4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • WordPress VIP3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Newspack3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Drupal2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Arc XP1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Sophi0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Quintype0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Pugpig0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about news publishing platforms

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Which news publishing platforms compete with Ghost?

Ghost against news publishing platforms worldwide, by month

Share of searches by month for Drupal, Sophi, Ghost, WordPress VIP. The figures are in the table below the chart.

View monthly share of searches table
MonthDrupalSophiGhostWordPress VIPArc XPQuintypePugpigNewspack
Oct 202567%20.1%7.9%2.1%0.89%0.96%0.53%0.53%
Nov 202562.8%23%8.9%2%1.2%0.85%0.61%0.61%
Dec 202564%19.2%10.8%2.5%1%1.1%0.76%0.62%
Jan 202667.8%16.6%10%2.2%1%0.81%0.92%0.66%
Feb 202669.6%13.9%10%2.7%1.4%0.83%0.83%0.68%
Mar 202666.7%16.3%11.2%2.6%1.1%0.65%0.65%0.65%
Apr 202662.1%18.6%13.5%2.5%1.2%0.74%0.61%0.74%
May 202667%16.4%11.5%2.2%1%0.8%0.53%0.65%
Jun 202663.3%18.9%11.2%3%1.3%1%0.62%0.62%
Jul 202666.9%16.4%10%3.2%1.1%0.97%0.8%0.65%
Aug 202659.7%21.8%11.6%2.9%1.1%1.2%0.87%0.87%
Sep 202666.1%16.2%11.7%2.6%1%0.96%0.79%0.64%

  1. 1.Drupal

    66.1%

    Held 1st. 60.5K estimated branded searches, +22.2% vs prior month. Share +6.5 points.

  2. 2.Sophi

    16.2%

    Held 2nd. 14.8K estimated branded searches, -18.2% vs prior month. Share -5.6 points.

  3. 3.Ghost

    11.7%

    Held 3rd. 10.7K estimated branded searches, +11.3% vs prior month. Share +0.1 points.

  4. 4.WordPress VIP

    2.6%

    Held 4th. 2.4K estimated branded searches, 0% vs prior month. Share -0.3 points.

  5. 5.Arc XP

    1%

    Moved from 6th to 5th. 930 estimated branded searches, 0% vs prior month. Share -0.1 points.

  6. 6.Quintype

    0.96%

    Moved from 5th to 6th. 880 estimated branded searches, -12% vs prior month. Share -0.2 points.

  7. 7.Pugpig

    0.79%

    Moved from 8th to 7th. 720 estimated branded searches, 0% vs prior month. Share -0.1 points.

  8. 8.Newspack

    0.64%

    Moved from 7th to 8th. 590 estimated branded searches, -18.1% vs prior month. Share -0.2 points.

Compare popularity between Ghost and its closest rivals

Every comparison with Ghost

25 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Ghost worldwide fell from 23.4K to 18.3K.
  • Across the 12 months ending September 2026, Ghost’s share of searches among news publishing platforms worldwide increased from 7.9% to 11.7%.
  • Across the 12 months ending September 2026, Ghost’s share of searches among news publishing platforms worldwide peaked at 13.5% in April 2026 and was lowest at 7.9% in October 2025.

How did search popularity change for news publishing platforms worldwide in September 2026?

6 changes

  1. In September 2026, Drupal gained share of searches among news publishing platforms worldwide, from 59.7% to 66.1%.

  2. In September 2026, Sophi lost share of searches among news publishing platforms worldwide, from 21.8% to 16.2%.

  3. In September 2026, Arc XP rose from 6th to 5th among news publishing platforms worldwide.

  4. In September 2026, Pugpig rose from 8th to 7th among news publishing platforms worldwide.

  5. In September 2026, Newspack fell from 7th to 8th among news publishing platforms worldwide.

  6. In September 2026, Quintype fell from 5th to 6th among news publishing platforms worldwide.

How are Ghost’s branded searches counted?

14 search terms

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.

  • ghost blog
  • ghost blog platform
  • ghost blogging platform
  • Ghost CMS
  • ghost cms docker
  • ghost cms github
  • ghost cms themes
  • ghost headless cms
  • ghost io
  • ghost newsletter
  • ghost newsletter platform
  • ghost publishing platform
  • ghost wordpress
  • ghost.io

Do you work for Ghost? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Ghost compete?

Ghost is ranked in six competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Blog hosting platforms7th of 70.16%Show ranking
Newsletter platforms6th of 70.32%Show ranking
Paid newsletter platforms5th of 50.47%Show ranking
Digital publishing paywall platforms2nd of 62.8%Show ranking
News publishing platforms3rd of 811.7%Shown above
Paywall platforms2nd of 631.6%Show ranking
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Is Ghost your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

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