Brandwave

Ghost vs MailerLite:Which is more popular?

In September 2026, MailerLite had more branded searches than Ghost among newsletter platforms in New Zealand. MailerLite had about 1,600 branded searches, while Ghost had 70. MailerLite made up 6.6% of all newsletter platform searches we track, and Ghost accounted for 0.29%. When we asked ChatGPT and Google AI Overviews about newsletter platforms, Ghost and MailerLite each appeared in three of the five answers. Ghost was mentioned before MailerLite in three out of four answers that named either.

Among newsletter platforms in New Zealand in September 2026

Who do people search for more?

MailerLite, about 23 searches for every 1 for Ghost

MailerLite 1.6K searchesGhost 70 searches

Who does AI mention more?

Both were mentioned in 3 of 5 answers.

Ghost in 3 of 5MailerLite in 3 of 5

Who does AI recommend more?

Ghost, named ahead of MailerLite in 3 of 4 answers

Ghost first in 3MailerLite first in 1

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Top newsletter platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Ghost and MailerLite were each mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Ghost was listed before MailerLite in three out of four answers that named either.

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.

Is Ghost or MailerLite more popular in search?

This chart shows how often people search Google for Ghost and MailerLite by name. Each line represents a brand's share of searches for all seven newsletter platforms we track, month by month, from searches in New Zealand.

Ghost and MailerLite among newsletter platforms in New Zealand, by month

Share of searches by month for MailerLite, Ghost. 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%

How has the Ghost and MailerLite comparison changed over the last 12 months?

3 findings
  • MailerLite was ahead of Ghost in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Ghost’s share of searches among newsletter platforms in New Zealand moved from 0.42% to 0.29%, and its estimated monthly branded searches moved from 100 to 70.
  • Across the 12 months ending September 2026, MailerLite’s share of searches among newsletter platforms in New Zealand moved from 6.7% to 6.6%, and its estimated monthly branded searches held steady at 1.6K.

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

2 changes

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

  2. Estimated monthly branded searches for Ghost in New Zealand fell 30% over 12 measured months, from 100 to 70 in September 2026.

How are branded searches counted?

5 search terms

Brandwave collects information about searches that people make online using Ghost’s and MailerLite’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.

Ghost

4 branded search terms

  • ghost blog
  • ghost cms
  • ghost newsletter
  • ghost publishing

MailerLite

1 branded search term

  • mailerlite

How the Brand Demand Index is measured

Other head-to-heads among newsletter platforms

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