---
title: "Ghost vs Substack: Which is more popular by branded search in New Zealand?"
description: "Which is more popular in search, Ghost or Substack? Compare estimated monthly branded-search demand and Share of Search inside the Newsletter platforms set in New Zealand. 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."
canonical: "https://gobrandwave.com/demand/nz/compare/ghost-vs-substack"
publisher: "Brandwave"
---

# Ghost vs Substack: Which is more popular by branded search in New Zealand?

Which is more popular in search, Ghost or Substack? Compare estimated monthly branded-search demand and Share of Search inside the Newsletter platforms set in New Zealand. 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.

## Key facts

- **Compared**: Ghost and Substack
- **Competitive set**: Newsletter platforms
- **Market**: New Zealand
- **Month measured**: Aug 2026
- **Ghost Share of Search**: 0.63%
- **Substack Share of Search**: 94.4%

## Which is more popular in search, Ghost or Substack?

- In August 2026, Substack had more branded searches than Ghost among newsletter platforms in New Zealand. Substack was estimated to have 10.5K branded searches compared to Ghost’s 70, and held a 94.4% Share of Search versus Ghost’s 0.63%.
- Substack was ahead of Ghost in every measured month of the 11 months ending 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, 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?

- 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 Ghost in New Zealand fell 30% over 11 measured months, from 100 to 70 in August 2026.

## Month by month

| Month | Ghost estimated searches | Ghost Share of Search | Ghost rank | Substack estimated searches | Substack Share of Search | Substack rank |
| --- | --- | --- | --- | --- | --- | --- |
| Oct 2025 | 100 | 1.2% | 4 | 7.3K | 91.2% | 1 |
| Nov 2025 | 90 | 1.1% | 5 | 7.2K | 91.6% | 1 |
| Dec 2025 | 90 | 1.2% | 5 | 7.1K | 91.9% | 1 |
| Jan 2026 | 80 | 0.71% | 5 | 10.7K | 94.5% | 1 |
| Feb 2026 | 100 | 1.1% | 4 | 8.6K | 93.5% | 1 |
| Mar 2026 | 100 | 0.88% | 5 | 10.7K | 94.2% | 1 |
| Apr 2026 | 110 | 0.95% | 4 | 10.9K | 93.6% | 1 |
| May 2026 | 110 | 0.96% | 4 | 10.8K | 93.5% | 1 |
| Jun 2026 | 80 | 0.71% | 5 | 10.6K | 94.1% | 1 |
| Jul 2026 | 80 | 0.86% | 4 | 8.7K | 93.8% | 1 |
| Aug 2026 | 70 | 0.63% | 4 | 10.5K | 94.4% | 1 |
| Sep 2026 | — | — | — | — | — | — |

## How each brand is measured

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

- **Ghost**: Measured on the search terms “ghost blog”, “ghost cms”, “ghost newsletter” and “ghost publishing”, summed into one figure.
- **Substack**: Measured on the search terms “substack”, “substack com”, “substack near me”, “substack newsletter”, “substack nz”, “substack online”, “substack publishing” and “substack website”, summed into one figure.

- [Ghost profile](/demand/nz/brands/ghost)
- [Substack profile](/demand/nz/brands/substack)
- [All newsletter platforms in New Zealand](/demand/nz/categories/nz-newsletter-platforms): The set both shares are measured inside, 5 brands.

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which is more popular in search, Ghost or Substack?

In August 2026, Substack had more branded searches than Ghost among newsletter platforms in New Zealand. Substack was estimated to have 10.5K branded searches compared to Ghost’s 70, and held a 94.4% Share of Search versus Ghost’s 0.63%.

## Cite this page

Brandwave. "Ghost vs Substack: Which is more popular by branded search in New Zealand?". https://gobrandwave.com/demand/nz/compare/ghost-vs-substack

This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/ghost-vs-substack. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.