Kit vs Substack:Which is more popular by branded search in New Zealand?
In August 2026, Substack had more branded searches than Kit among newsletter platforms in New Zealand. Substack was estimated to have 10.5K branded searches compared to Kit’s 60, and held a 94.4% Share of Search versus Kit’s 0.54%.
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Which is more popular in search, Kit 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, 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 Kit and Substack comparison changed over the last 12 months?
3 findings
- Substack was ahead of Kit in every measured month of the 11 months ending August 2026.
- 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.
- 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 Kit in New Zealand fell 72.7% over 11 measured months, from 220 to 60 in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Kit’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.
Put your own brand in this comparison
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