Brandwave

HubSpot vs Mailchimp:Which is more popular?

In September 2026, Mailchimp had more branded searches than HubSpot among content marketing platforms in New Zealand. Mailchimp had about 12,100 branded searches, while HubSpot had 8,430. Mailchimp made up 51.7% of all content marketing platform searches we track, and HubSpot accounted for 35.9%. When we asked ChatGPT and Google AI Overviews about content marketing platforms, HubSpot appeared in four of the five answers and Mailchimp in two. HubSpot was mentioned before Mailchimp in every answer that named either.

Among content marketing platforms in New Zealand in September 2026

Who do people search for more?

Mailchimp, about 44% more searches than HubSpot

Mailchimp 12.1K searchesHubSpot 8.4K searches

Who does AI mention more?

HubSpot, mentioned in 4 of 5 answers, Mailchimp in 2

HubSpot in 4 of 5Mailchimp in 2 of 5

Who does AI recommend more?

HubSpot, named ahead of Mailchimp in 4 of 4 answers

HubSpot first in 4Mailchimp never first

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Top content marketing platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, HubSpot was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Mailchimp was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. HubSpot was listed before Mailchimp in every answer that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. HubSpot1st
  2. Semrush2nd
  3. CoSchedule3rd
  4. Optimizely4th
  5. StoryChief5th
  6. Mailchimp6th
  7. Planable7th
  8. Contently–
  9. Skyword–
  10. Uberflip–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • HubSpot4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Semrush3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Mailchimp2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Planable2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • CoSchedule2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • StoryChief2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Optimizely1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Contently0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Skyword0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Uberflip0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about content marketing 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 HubSpot or Mailchimp more popular in search?

This chart shows how often people search Google for HubSpot and Mailchimp by name. Each line represents a brand's share of searches for all ten content marketing platforms we track, month by month, from searches in New Zealand.

HubSpot and Mailchimp among content marketing platforms in New Zealand, by month

Share of searches by month for Mailchimp, HubSpot. The figures are in the table below the chart.

View monthly share of searches table
MonthMailchimpHubSpotSemrushOptimizelyPlanableContentlyCoScheduleSkywordStoryChiefUberflip
Oct 202559.4%28.7%8.3%2.4%0.68%0.36%0.04%0.08%0.04%0.04%
Nov 202560.3%28.6%7.9%1.9%0.69%0.37%0.08%0.04%0.08%0.04%
Dec 202559.2%28.8%8.1%2.3%1%0.42%0.06%0.06%0.06%0%
Jan 202649.9%36.1%10%2.4%1.1%0.25%0.15%0.05%0.05%0.05%
Feb 202655.3%32.2%9%2.2%0.96%0.18%0.05%0.05%0.05%0.05%
Mar 202654.8%32.4%9.1%2.2%0.96%0.33%0.07%0.07%0.04%0.04%
Apr 202651.5%36.5%8.5%2%0.89%0.38%0.04%0.08%0.04%0.04%
May 202651.2%36.6%8.4%2.5%0.89%0.3%0.04%0.04%0.04%0.04%
Jun 202647.5%41%7.8%2.3%1%0.27%0.08%0.04%0.04%0%
Jul 202654.9%32.2%9.1%2.2%1.2%0.32%0.05%0.05%0.05%0%
Aug 202646.4%39.9%9.3%2.8%0.98%0.33%0.09%0.09%0.05%0.05%
Sep 202651.7%35.9%8.4%2.5%0.9%0.38%0.04%0.04%0.04%0.04%

How has the HubSpot and Mailchimp comparison changed over the last 12 months?

3 findings

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

2 changes

  1. In September 2026, Mailchimp gained share of searches among content marketing platforms in New Zealand, from 46.4% to 51.7%.

  2. In September 2026, HubSpot lost share of searches among content marketing platforms in New Zealand, from 39.9% to 35.9%.

How are branded searches counted?

8 search terms

Brandwave collects information about searches that people make online using HubSpot’s and Mailchimp’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.

HubSpot

6 branded search terms

  • hubspot
  • hubspot academy
  • hubspot api
  • hubspot marketing
  • hubspot marketing automation
  • hubspot marketing hub

Mailchimp

2 branded search terms

  • mailchimp
  • mailchimp api

How the Brand Demand Index is measured

Other head-to-heads among content marketing platforms

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