Brandwave

Skool vs Substack:Which is more popular?

In September 2026, Substack had more branded searches than Skool among membership platforms worldwide. Substack had about 2.3 million branded searches, while Skool had 22,200. Substack made up 39.3% of all membership platform searches we track, and Skool accounted for 0.38%. When we asked ChatGPT and Google AI Overviews about membership platforms, Skool appeared in three of the five answers and Substack in none.

Among membership platforms worldwide in September 2026

Who do people search for more?

Substack, about 104 searches for every 1 for Skool

Substack 2.3M searchesSkool 22.2K searches

Who does AI mention more?

Skool, mentioned in 3 of 5 answers, Substack in 0

Skool in 3 of 5Substack in 0 of 5

Who does AI recommend more?

Skool, the only one of the two named

Skool first in 3Substack never named

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Top membership platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Skool was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Substack did not appear in any of the five answers.

Most recommended by AI

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

  1. Circle1st
  2. Mighty Networks2nd
  3. Skool3rd
  4. Patreon4th
  5. MemberPress5th
  6. Kajabi6th
  7. Podia7th
  8. Wild Apricot8th
  9. Substack–
  10. Memberful–

Mentioned by AI

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

  • Patreon3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Kajabi3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Skool3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Mighty Networks3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Circle3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • MemberPress3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Podia2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Wild Apricot1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Substack0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Memberful0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about membership 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 19, 2026.

Is Skool or Substack more popular in search?

This chart shows how often people search Google for Skool and Substack by name. Each line represents a brand's share of searches for all ten membership platforms we track, month by month, from English-language searches worldwide.

Skool and Substack among membership platforms worldwide, by month

Share of searches by month for Substack, Skool. The figures are in the table below the chart.

View monthly share of searches table
MonthPatreonSubstackKajabiPodiaSkoolMighty NetworksWild ApricotCircleMemberPressMemberful
Oct 202568.6%25.8%2.8%1.2%0.37%0.68%0.25%0.14%0.2%0.05%
Nov 202568.6%25.8%2.8%1.2%0.45%0.55%0.25%0.11%0.2%0.04%
Dec 202565.1%29.9%2.6%0.96%0.35%0.53%0.19%0.09%0.16%0.05%
Jan 202665%30%2.6%0.96%0.35%0.53%0.24%0.09%0.16%0.04%
Feb 202664.5%29.8%3.2%0.95%0.43%0.52%0.23%0.1%0.16%0.05%
Mar 202665.6%30.2%2.2%0.79%0.36%0.43%0.19%0.09%0.13%0.04%
Apr 202661.1%34.2%2.5%0.9%0.41%0.49%0.18%0.1%0.12%0.03%
May 202665.8%30.1%2.2%0.8%0.36%0.36%0.16%0.07%0.09%0.03%
Jun 202665.7%30.6%1.8%0.8%0.36%0.36%0.16%0.07%0.09%0.03%
Jul 202661.3%34.6%2%0.91%0.41%0.41%0.18%0.07%0.08%0.03%
Aug 202661.7%35%1.7%0.75%0.34%0.27%0.15%0.07%0.07%0.02%
Sep 202657.3%39.3%1.5%0.85%0.38%0.31%0.17%0.06%0.06%0.03%

How has the Skool and Substack comparison changed over the last 12 months?

3 findings
  • Substack was ahead of Skool in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Skool’s share of searches among membership platforms worldwide moved from 0.37% to 0.38%, and its estimated monthly branded searches moved from 18.1K to 22.2K.
  • Across the 12 months ending September 2026, Substack’s share of searches among membership platforms worldwide moved from 25.8% to 39.3%, and its estimated monthly branded searches moved from 1.3M to 2.3M.

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

2 changes

  1. In September 2026, Substack gained share of searches among membership platforms worldwide, from 35% to 39.3%.

  2. Estimated monthly branded searches for Skool worldwide rose 22.7% over 12 measured months, from 18.1K to 22.2K in September 2026.

How are branded searches counted?

8 search terms

Brandwave collects information about searches that people make online using Skool’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.

Skool

1 branded search term

  • skool community

Substack

7 branded search terms

  • Substack
  • substack app
  • substack articles
  • substack live
  • substack newsletters
  • substack notes
  • substack podcast

How the Brand Demand Index is measured

Other head-to-heads among membership platforms

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