Ghost vs Kit:Which is more popular by branded search in New Zealand?
In August 2026, Ghost had more branded searches than Kit among newsletter platforms in New Zealand. Ghost was estimated to have 70 branded searches compared to Kit’s 60, and held a 0.63% Share of Search versus Kit’s 0.54%.
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Which is more popular in search, Ghost or Kit?
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 Ghost, Kit. 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 Ghost and Kit comparison changed over the last 12 months?
3 findings
- The lead changed hands 3 times in the 11 months ending August 2026: Ghost took it in April 2026, Kit took it in June 2026, Ghost took it in August 2026.
- Across the 11 months ending August 2026, Ghost’s estimated Share of Search among newsletter platforms in New Zealand moved from 1.2% to 0.63%, and its estimated monthly branded searches moved from 100 to 70.
- Across the 11 months ending August 2026, Kit’s estimated Share of Search among newsletter platforms in New Zealand moved from 2.7% to 0.54%, and its estimated monthly branded searches moved from 220 to 60.
How did search popularity change for New Zealand newsletter platforms in August 2026?
2 changes
How each brand is measured
Brandwave collects information about searches that people make online using Ghost’s and Kit’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.
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.