Brandwave

MailerLite vs Substack:Which is more popular?

In September 2026, Substack had more branded searches than MailerLite among newsletter platforms in New Zealand. Substack had about 9,930 branded searches, while MailerLite had 1,600. Substack made up 41% of all newsletter platform searches we track, and MailerLite accounted for 6.6%. When we asked ChatGPT and Google AI Overviews about newsletter platforms, Substack appeared in four of the five answers and MailerLite in three. Substack was mentioned before MailerLite in four out of five answers.

Among newsletter platforms in New Zealand in September 2026

Who do people search for more?

Substack, about 6 searches for every 1 for MailerLite

Substack 9.9K searchesMailerLite 1.6K searches

Who does AI mention more?

Substack, mentioned in 4 of 5 answers, MailerLite in 3

Substack in 4 of 5MailerLite in 3 of 5

Who does AI recommend more?

Substack, named ahead of MailerLite in 4 of 5 answers

Substack first in 4MailerLite 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, Substack was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. MailerLite was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Substack was listed before MailerLite in four out of five answers.

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 MailerLite or Substack more popular in search?

This chart shows how often people search Google for MailerLite 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.

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

Share of searches by month for Substack, MailerLite. 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 MailerLite and Substack comparison changed over the last 12 months?

3 findings

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

3 changes

  1. In September 2026, Mailchimp overtook Substack to become the leader among newsletter platforms in New Zealand, with 50% of the searches.

  2. In September 2026, Substack lost share of searches among newsletter platforms in New Zealand, from 44.5% to 41%.

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

How are branded searches counted?

4 search terms

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

MailerLite

1 branded search term

  • mailerlite

Substack

3 branded search terms

  • substack
  • substack newsletter
  • substack publishing

How the Brand Demand Index is measured

Other head-to-heads among newsletter platforms

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