Mailchimp vs Substack:Which is more popular?
In September 2026, Mailchimp had more branded searches than Substack among newsletter platforms in New Zealand. Mailchimp had about 12,100 branded searches, while Substack had 9,930. Mailchimp made up 50% of all newsletter platform searches we track, and Substack accounted for 41%. When we asked ChatGPT and Google AI Overviews about newsletter platforms, Substack appeared in four of the five answers and Mailchimp in three. Substack was mentioned before Mailchimp in four out of five answers.
Who do people search for more?
Mailchimp, about 22% more searches than Substack
Who does AI mention more?
Substack, mentioned in 4 of 5 answers, Mailchimp in 3
Who does AI recommend more?
Substack, named ahead of Mailchimp in 4 of 5 answers
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Top newsletter platforms in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Substack was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Mailchimp was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Substack was listed before Mailchimp in four out of five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
beehiiv1st- Substack2nd
Kit3rd
MailerLite4th
Ghost5th- Mailchimp6th
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
Asked ChatGPT
“Which newsletter platform should I use in New Zealand?”
Asked ChatGPT
“What are the best newsletter platforms in New Zealand?”
Asked ChatGPT
“What's the best newsletter platform in New Zealand for paid newsletters?”
Searched Google, AI Overview
“best newsletter platform”
Searched Google, AI Overview
“paid newsletter platform”
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 Mailchimp or Substack more popular in search?
This chart shows how often people search Google for Mailchimp and Substack 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.
Share of searches by month for Mailchimp, Substack. The figures are in the table below the chart.
View monthly share of searches table
| Month | Mailchimp | Substack | MailerLite | beehiiv | Buttondown | Ghost | Kit |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 62.4% | 27.9% | 6.7% | 1.2% | 0.38% | 0.42% | 0.93% |
| Nov 2025 | 62.6% | 27.9% | 6.7% | 1.2% | 0.38% | 0.38% | 0.76% |
| Dec 2025 | 53.7% | 35.9% | 7% | 1.5% | 0.54% | 0.49% | 0.81% |
| Jan 2026 | 45% | 45% | 7.3% | 1.2% | 0.36% | 0.36% | 0.82% |
| Feb 2026 | 54% | 36.2% | 7.1% | 1.2% | 0.36% | 0.45% | 0.58% |
| Mar 2026 | 54.3% | 36.4% | 7% | 1.2% | 0.37% | 0.37% | 0.44% |
| Apr 2026 | 49.1% | 40.2% | 7.7% | 1.7% | 0.45% | 0.45% | 0.4% |
| May 2026 | 49.7% | 40.7% | 6.6% | 1.7% | 0.57% | 0.45% | 0.33% |
| Jun 2026 | 49.2% | 40.4% | 7.7% | 1.4% | 0.49% | 0.32% | 0.49% |
| Jul 2026 | 53.3% | 35.8% | 8.4% | 1.3% | 0.53% | 0.35% | 0.35% |
| Aug 2026 | 44.3% | 44.5% | 8.5% | 1.6% | 0.54% | 0.31% | 0.27% |
| Sep 2026 | 50% | 41% | 6.6% | 1.4% | 0.5% | 0.29% | 0.21% |
How has the Mailchimp and Substack comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: Substack took it in August 2026, Mailchimp took it in September 2026.
- Across the 12 months ending September 2026, Mailchimp’s share of searches among newsletter platforms in New Zealand moved from 62.4% to 50%, and its estimated monthly branded searches moved from 14.8K to 12.1K.
- Across the 12 months ending September 2026, Substack’s share of searches among newsletter platforms in New Zealand moved from 27.9% to 41%, and its estimated monthly branded searches moved from 6.6K to 9.9K.
How did search popularity change for New Zealand newsletter platforms in September 2026?
2 changes
In September 2026, Mailchimp overtook Substack to become the leader among newsletter platforms in New Zealand, with 50% of the searches.
In September 2026, Substack lost share of searches among newsletter platforms in New Zealand, from 44.5% to 41%.
How are branded searches counted?
5 search terms
Brandwave collects information about searches that people make online using Mailchimp’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.
Other head-to-heads among newsletter platforms
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