Buttondown vs Substack:Which is more popular by branded search in New Zealand?
In August 2026, Substack had more branded searches than Buttondown among newsletter platforms in New Zealand. Substack was estimated to have 10.5K branded searches compared to Buttondown’s 130, and held a 94.4% Share of Search versus Buttondown’s 1.2%.
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Which is more popular in search, Buttondown or Substack?
Compare the newsletter and paid subscription platforms New Zealand writers and creators publish on. 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.
Share of Search by month for Substack, Buttondown. 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 | — | — | — | — | — |
How has the Buttondown and Substack comparison changed over the last 12 months?
3 findings
- Substack was ahead of Buttondown in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Buttondown’s estimated Share of Search among newsletter platforms in New Zealand moved from 1.1% to 1.2%, and its estimated monthly branded searches moved from 90 to 130.
- Across the 11 months ending August 2026, Substack’s estimated Share of Search among newsletter platforms in New Zealand moved from 91.2% to 94.4%, and its estimated monthly branded searches moved from 7.3K to 10.5K.
How did search popularity change for New Zealand newsletter platforms in August 2026?
2 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.
How each brand is measured
Brandwave collects information about searches that people make online using Buttondown’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.
Buttondown
3 branded search terms
- buttondown
- buttondown com
- buttondown newsletter
Substack
8 branded search terms
- substack
- substack com
- substack near me
- substack newsletter
- substack nz
- substack online
- substack publishing
- substack website
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Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.