Brandwave

Newsletter platforms:Which brands are most popular in search?

In August 2026, Substack was the most searched among newsletter platforms worldwide, with an estimated 2.5M branded searches and 64.1% estimated Share of Search within this set. 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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Share of SearchLeaderboard

Compare platforms for publishing, sending, and monetising email newsletters, measured through worldwide English-language branded search demand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

Share of Search among newsletter platforms worldwide, by month

Share of Search by month for Substack, Mailchimp, MailerLite. 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———————

This month’s ranking, August 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 leading brands

Which brand is most popular in search among newsletter platforms worldwide?

In August 2026, Substack was the most searched among newsletter platforms worldwide, with an estimated 2.5M branded searches and 64.1% estimated Share of Search within this set. Mailchimp is in 2nd place, 37.2 percentage points behind at 26.9% Share of Search.

Global newsletter platforms, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Substack41.3% → 64.1%64.1%Aug 202641.3%Oct 20252nd → 1st
Mailchimp46.1% → 26.9%46.2%Nov 202526.9%Aug 20261st → 2nd
MailerLite7.6% → 5.4%7.6%Nov 20255.4%Aug 20263rd
beehiiv2.1% → 1.8%2.5%Apr 20261.7%Dec 20255th → 4th
Kit2.2% → 1.2%2.2%Oct 20251.2%Jul 20264th → 5th
Ghost0.75% → 0.54%0.75%Oct 20250.54%Aug 20266th
Buttondown0.01% → 0.02%0.02%Feb 20260.01%Nov 20257th

Each finding as a sentence

  • Across the 11 months ending August 2026, Substack’s estimated Share of Search among newsletter platforms worldwide increased from 41.3% to 64.1%.
  • Across the 11 months ending August 2026, Mailchimp’s estimated Share of Search among newsletter platforms worldwide decreased from 46.1% to 26.9%.
  • Across the 11 months ending August 2026, MailerLite’s estimated Share of Search among newsletter platforms worldwide decreased from 7.6% to 5.4%.
  • Across the 11 months ending August 2026, Kit’s estimated Share of Search among newsletter platforms worldwide decreased from 2.2% to 1.2%.
  • Across the 11 months ending August 2026, Mailchimp’s estimated Share of Search among newsletter platforms worldwide peaked at 46.2% in November 2025 and was lowest at 26.9% in August 2026.
  • Across the 11 months ending August 2026, MailerLite’s estimated Share of Search among newsletter platforms worldwide peaked at 7.6% in November 2025 and was lowest at 5.4% in August 2026.
  • Across the 11 months ending August 2026, Substack rose from 2nd to 1st among newsletter platforms worldwide.
  • Across the 11 months ending August 2026, Mailchimp fell from 1st to 2nd among newsletter platforms worldwide.
  • Across the 11 months ending August 2026, beehiiv rose from 5th to 4th among newsletter platforms worldwide.
  • Across the 11 months ending August 2026, Kit fell from 4th to 5th among newsletter platforms worldwide.
  • Across the 11 months ending August 2026, Ghost and Buttondown held steady: their estimated Share of Search among newsletter platforms worldwide each moved less than 0.5 percentage points.

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.

  7. Estimated monthly branded searches for Ghost worldwide fell 17% over 11 measured months, from 25.5K to 21.2K in August 2026.

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