--- title: "Mailchimp vs Substack: Which is more popular by branded search?" description: "Which is more popular in search, Mailchimp or Substack? Compare estimated monthly branded-search demand and Share of Search inside the Newsletter platforms set worldwide. 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." canonical: "https://gobrandwave.com/demand/global-en/compare/mailchimp-vs-substack" publisher: "Brandwave" --- # Mailchimp vs Substack: Which is more popular by branded search? Which is more popular in search, Mailchimp or Substack? Compare estimated monthly branded-search demand and Share of Search inside the Newsletter platforms set worldwide. 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. ## Key facts - **Compared**: Mailchimp and Substack - **Competitive set**: Newsletter platforms - **Market**: Global - **Month measured**: Aug 2026 - **Mailchimp Share of Search**: 26.9% - **Substack Share of Search**: 64.1% ## Which is more popular in search, Mailchimp or Substack? - In August 2026, Substack had more branded searches than Mailchimp among newsletter platforms worldwide. Substack was estimated to have 2.5M branded searches compared to Mailchimp’s 1.1M, and held a 64.1% Share of Search versus Mailchimp’s 26.9%. - The lead changed hands once in the 11 months ending August 2026: Substack took it in December 2025. - Across the 11 months ending August 2026, Mailchimp’s estimated Share of Search among newsletter platforms worldwide moved from 46.1% to 26.9%, and its estimated monthly branded searches moved from 1.6M to 1.1M. - Across the 11 months ending August 2026, Substack’s estimated Share of Search among newsletter platforms worldwide moved from 41.3% to 64.1%, and its estimated monthly branded searches moved from 1.4M to 2.5M. ## How did search popularity change for newsletter platforms worldwide in August 2026? - In August 2026, Substack gained estimated Share of Search among newsletter platforms worldwide, from 57.7% to 64.1%. - In August 2026, Mailchimp lost estimated Share of Search among newsletter platforms worldwide, from 31% to 26.9%. ## Month by month | Month | Mailchimp estimated searches | Mailchimp Share of Search | Mailchimp rank | Substack estimated searches | Substack Share of Search | Substack rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 1.6M | 46.1% | 1 | 1.4M | 41.3% | 2 | | Nov 2025 | 1.6M | 46.2% | 1 | 1.4M | 41.5% | 2 | | Dec 2025 | 1.3M | 38.2% | 2 | 1.7M | 51.2% | 1 | | Jan 2026 | 1.6M | 38.3% | 2 | 2.1M | 51.1% | 1 | | Feb 2026 | 1.3M | 37.8% | 2 | 1.7M | 50.2% | 1 | | Mar 2026 | 1.6M | 38.7% | 2 | 2.1M | 50.4% | 1 | | Apr 2026 | 1.6M | 38.5% | 2 | 2.1M | 50.6% | 1 | | May 2026 | 1.3M | 34.2% | 2 | 2M | 54.5% | 1 | | Jun 2026 | 1.3M | 34% | 2 | 2.1M | 54.9% | 1 | | Jul 2026 | 1.1M | 31% | 2 | 2.1M | 57.7% | 1 | | Aug 2026 | 1.1M | 26.9% | 2 | 2.5M | 64.1% | 1 | | Sep 2026 | — | — | — | — | — | — | ## How each brand is measured Brandwave collects information about searches that people make online using Mailchimp’s and Substack’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading. - **Mailchimp**: Measured on the search terms “email marketing mailchimp”, “free mailchimp”, “intuit mailchimp”, “Mailchimp”, “mailchimp app”, “mailchimp com”, “mailchimp email”, “mailchimp email marketing”, “mailchimp email templates”, “mailchimp free”, “mailchimp free plan”, “mailchimp marketing”, “mailchimp newsletter”, “mailchimp newsletter template”, “mailchimp price”, “mailchimp pricing”, “mailchimp template”, “mailchimp templates”, “mailchimp website”, “mailchimp.com” and “what is mailchimp”, summed into one figure. - **Substack**: Measured on the search terms “Substack”, “substack app”, “substack articles”, “substack com”, “substack live”, “substack newsletter”, “substack newsletter platform”, “substack newsletters”, “substack notes”, “substack podcast”, “substack subscribe”, “substack subscription”, “substack web”, “substack website”, “substack websites”, “substack.com”, “what is a substack” and “what is substack”, summed into one figure. - [Mailchimp profile](/demand/global-en/brands/mailchimp) - [Substack profile](/demand/global-en/brands/substack) - [All newsletter platforms worldwide](/demand/global-en/categories/newsletter-platforms): The set both shares are measured inside, 7 brands. ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Which is more popular in search, Mailchimp or Substack? In August 2026, Substack had more branded searches than Mailchimp among newsletter platforms worldwide. Substack was estimated to have 2.5M branded searches compared to Mailchimp’s 1.1M, and held a 64.1% Share of Search versus Mailchimp’s 26.9%. ## Cite this page Brandwave. "Mailchimp vs Substack: Which is more popular by branded search?". https://gobrandwave.com/demand/global-en/compare/mailchimp-vs-substack This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/mailchimp-vs-substack. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.