How popular isSubstack in search?
In August 2026, there were an estimated 10.5K branded searches for Substack in New Zealand which is up 43.9% over the last 11 months. Substack holds 94.4% estimated Share of Search among New Zealand newsletter platforms and is ranked 1st 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 Substack?
Share of Search by month for Substack, beehiiv. 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 Substack and its closest rivals
How has branded search demand for Substack changed in New Zealand over the last 12 months?
3 findings
- Across the 11 months ending August 2026, estimated monthly branded searches for Substack in New Zealand rose from 7.3K to 10.5K.
- Across the 11 months ending August 2026, Substack’s estimated Share of Search among newsletter platforms in New Zealand increased from 91.2% to 94.4%.
- Across the 11 months ending August 2026, Substack’s estimated Share of Search among newsletter platforms in New Zealand peaked at 94.5% in January 2026 and was lowest at 91.2% in October 2025.
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 Substack measured?
Brandwave collects information about searches that people make online using Substack’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.
8 branded search terms
- substack
- substack com
- substack near me
- substack newsletter
- substack nz
- substack online
- substack publishing
- substack website
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Is Substack 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.