Brandwave

How popular isSubstack?

In September 2026, people searched for Substack by name about 9,930 times in New Zealand, a 50% increase from the previous year. These searches made up 41% of all New Zealand newsletter platform searches, placing Substack second out of seven platforms. When we asked both ChatGPT and Google AI Overviews about newsletter platforms, Substack appeared in four of the five answers and was the second most recommended of the seven.

Search and AI answers in September 2026

Substack is the second most searched of 7 competitors and the second most recommended in AI answers.

  1. MailchimpShare of searches 50%Mentioned in 3 of 5 AI answersPlace in AI recommendations 6th
  2. SubstackShare of searches 41%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  3. MailerLiteShare of searches 6.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  4. beehiivShare of searches 1.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  5. ButtondownShare of searches 0.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top newsletter platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Substack was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Substack is the second most recommended of the seven.

Most recommended by AI

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

  1. beehiiv1st
  2. Substack2nd
  3. Kit3rd
  4. MailerLite4th
  5. Ghost5th
  6. Mailchimp6th
  7. Buttondown–

Mentioned by AI

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

  • beehiiv5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Substack4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Kit4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Mailchimp3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • MailerLite3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Ghost3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Buttondown0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about newsletter platforms

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which newsletter platforms compete with Substack?

Substack against newsletter platforms in New Zealand, by month

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

View monthly share of searches table
MonthMailchimpSubstackMailerLitebeehiivButtondownGhostKit
Oct 202562.4%27.9%6.7%1.2%0.38%0.42%0.93%
Nov 202562.6%27.9%6.7%1.2%0.38%0.38%0.76%
Dec 202553.7%35.9%7%1.5%0.54%0.49%0.81%
Jan 202645%45%7.3%1.2%0.36%0.36%0.82%
Feb 202654%36.2%7.1%1.2%0.36%0.45%0.58%
Mar 202654.3%36.4%7%1.2%0.37%0.37%0.44%
Apr 202649.1%40.2%7.7%1.7%0.45%0.45%0.4%
May 202649.7%40.7%6.6%1.7%0.57%0.45%0.33%
Jun 202649.2%40.4%7.7%1.4%0.49%0.32%0.49%
Jul 202653.3%35.8%8.4%1.3%0.53%0.35%0.35%
Aug 202644.3%44.5%8.5%1.6%0.54%0.31%0.27%
Sep 202650%41%6.6%1.4%0.5%0.29%0.21%

  1. 1.Mailchimp

    50%

    Moved from 2nd to 1st. 12.1K estimated branded searches, +22.2% vs prior month. Share +5.7 points.

  2. 2.Substack

    41%

    Moved from 1st to 2nd. 9.9K estimated branded searches, -0.2% vs prior month. Share -3.5 points.

  3. 3.MailerLite

    6.6%

    Held 3rd. 1.6K estimated branded searches, -15.8% vs prior month. Share -1.9 points.

  4. 4.beehiiv

    1.4%

    Held 4th. 340 estimated branded searches, -2.9% vs prior month. Share -0.2 points.

  5. 5.Buttondown

    0.5%

    Held 5th. 120 estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.Ghost

    0.29%

    Held 6th. 70 estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Kit

    0.21%

    Held 7th. 50 estimated branded searches, -16.7% vs prior month. Share -0.1 points.

Compare popularity between Substack and its closest rivals

Every comparison with Substack

9 comparisons

How has branded search demand for Substack changed in New Zealand over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Substack in New Zealand rose from 6.6K to 9.9K.
  • Across the 12 months ending September 2026, Substack’s share of searches among newsletter platforms in New Zealand increased from 27.9% to 41%.
  • Across the 12 months ending September 2026, Substack’s share of searches among newsletter platforms in New Zealand peaked at 45% in January 2026 and was lowest at 27.9% in October 2025.

How did search popularity change for New Zealand newsletter platforms in September 2026?

6 changes

  1. In September 2026, Mailchimp overtook Substack to become the leader among newsletter platforms in New Zealand, with 50% of the searches.

  2. In September 2026, Substack lost share of searches among newsletter platforms in New Zealand, from 44.5% to 41%.

  3. In September 2026, MailerLite lost share of searches among newsletter platforms in New Zealand, from 8.5% to 6.6%.

  4. Estimated monthly branded searches for Buttondown in New Zealand rose 33.3% over 12 measured months, from 90 to 120 in September 2026.

  5. Estimated monthly branded searches for beehiiv in New Zealand rose 17.2% over 12 measured months, from 290 to 340 in September 2026.

  6. Estimated monthly branded searches for Kit in New Zealand fell 77.3% over 12 measured months, from 220 to 50 in September 2026.

How are Substack’s branded searches counted?

3 search terms

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.

  • substack
  • substack newsletter
  • substack publishing

Do you work for Substack? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Substack compete?

Substack is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Creator membership and tipping platforms2nd of 435.9%Show ranking
Newsletter platforms2nd of 741%Shown above
Creator with pink hair and a pink jacket

Is Substack your brand?

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