How popular isGhost in search?
In August 2026, there were an estimated 70 branded searches for Ghost in New Zealand which is down 30% over the last 11 months. Ghost holds 0.63% estimated Share of Search among New Zealand newsletter platforms and is ranked 4th of 5 competitors for search popularity.
Substack94.4%
beehiiv3.2%
Buttondown1.2%Ghost0.63%
Kit0.54%
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Which newsletter platforms compete with Ghost?
Share of Search by month for Substack, beehiiv, Ghost. The figures are in the table below the chart.
View monthly share of search table
| Month | Substack | beehiiv | Buttondown | Ghost | Kit |
|---|---|---|---|---|---|
| Oct 2025 | 91.2% | 3.7% | 1.1% | 1.2% | 2.7% |
| Nov 2025 | 91.6% | 3.8% | 1.1% | 1.1% | 2.3% |
| Dec 2025 | 91.9% | 3.6% | 1.4% | 1.2% | 1.9% |
| Jan 2026 | 94.5% | 2.5% | 0.71% | 0.71% | 1.6% |
| Feb 2026 | 93.5% | 3.1% | 0.87% | 1.1% | 1.4% |
| Mar 2026 | 94.2% | 3% | 0.88% | 0.88% | 1.1% |
| Apr 2026 | 93.6% | 3.6% | 0.95% | 0.95% | 0.86% |
| May 2026 | 93.5% | 3.6% | 1.2% | 0.96% | 0.7% |
| Jun 2026 | 94.1% | 3.1% | 1.1% | 0.71% | 1.1% |
| Jul 2026 | 93.8% | 3.2% | 1.3% | 0.86% | 0.86% |
| Aug 2026 | 94.4% | 3.2% | 1.2% | 0.63% | 0.54% |
| Sep 2026 | — | — | — | — | — |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 94.4% | 10.5K | +20.6% | +0.7 points | |
| 2, held 2nd | 3.2% | 360 | +20% | 0 points | |
| 3, held 3rd | 1.2% | 130 | +8.3% | -0.1 points | |
| 4, held 4th | 0.63% | 70 | -12.5% | -0.2 points | |
| 5, held 5th | 0.54% | 60 | -25% | -0.3 points |
1.
94.4%
held 1st · 10.5K estimated branded searches · +20.6% vs prior month · +0.7 points
2.
beehiiv3.2%
held 2nd · 360 estimated branded searches · +20% vs prior month · 0 points
1.2%
held 3rd · 130 estimated branded searches · +8.3% vs prior month · -0.1 points
4.
0.63%
held 4th · 70 estimated branded searches · -12.5% vs prior month · -0.2 points
5.
Kit0.54%
held 5th · 60 estimated branded searches · -25% vs prior month · -0.3 points
Compare search popularity between Ghost and its closest rivals
How has branded search demand for Ghost changed in New Zealand over the last 12 months?
2 findings
- Across the 11 months ending August 2026, estimated monthly branded searches for Ghost in New Zealand fell from 100 to 70.
- Across the 11 months ending August 2026, Ghost’s estimated Share of Search among newsletter platforms in New Zealand decreased from 1.2% to 0.63%.
How did search popularity change for New Zealand newsletter platforms in August 2026?
5 changes
In August 2026, Substack gained estimated Share of Search among newsletter platforms in New Zealand, from 93.8% to 94.4%.
Estimated monthly branded searches for Buttondown in New Zealand rose 44.4% over 11 measured months, from 90 to 130 in August 2026.
Estimated monthly branded searches for beehiiv in New Zealand rose 20% over 11 measured months, from 300 to 360 in August 2026.
Estimated monthly branded searches for Kit in New Zealand fell 72.7% over 11 measured months, from 220 to 60 in August 2026.
Estimated monthly branded searches for Ghost in New Zealand fell 30% over 11 measured months, from 100 to 70 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.
4 branded search terms
- ghost blog
- ghost cms
- ghost newsletter
- ghost publishing
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Is Ghost your brand?
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