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The Verdict
This comparison has no clear winner because the platforms serve different needs.
Substack wins for beginners who want to start free without technical setup. Ghost wins for serious publishers who want control and no platform fees.
Choose Substack if
- +First-time newsletter creators
- +Writers who want zero setup
- +Podcasters who need hosting
- +Social media cross-promotion
Choose Ghost if
- +Professional publishers
- +Custom website builders
- +Revenue-focused creators
- +Technical content creators
Ratings
What reviewers say
Substack holds a 4.4/5 average rating across 200 reviews. Ghost holds a 4.5/5 average across 202 reviews. Ghost has a slightly higher rating.
Substack4.40/5
200 total
4.50/5
202 total
Market Presence
Ecosystem comparison
| Substack | Ghost | |
|---|---|---|
| User reviews | 200 | 202 |
| Founded | 2017 | 2013 |
| HQ | US | SG |
Pricing
Which one costs more?
The pricing models couldn't be more different. Substack uses a revenue-sharing model while Ghost charges monthly fees.
| Plan / Tier | Substack | Ghost | Notes |
|---|---|---|---|
| Free/Starter | Free | $15/mo | Substack free forever, Ghost requires monthly payment |
| Growing Business | 10% commission | $29/mo | Substack takes revenue cut, Ghost still no commission |
| Professional | 10% commission | $199/mo | Same Substack rate, Ghost adds priority support |
Buddy's Take on Pricing
Which is cheaper depends entirely on your revenue. If you make less than $150/month from subscriptions, Substack costs less. Above $290/month, Ghost pricing becomes the better deal since you avoid the 10% commission forever.
Looking for something cheaper?
These Email Marketing start lower than both Substack and Ghost.
Features
Capability comparison
Both platforms handle publishing and newsletters, but they approach monetization and customization differently.
| Capability | Substack | Ghost |
|---|---|---|
| Monthly Fee | ✗ | ✓ |
| Platform Fees | ✓ | ✗ |
| Custom Domain | ◐ | ★ |
| Website Design | ○ | ★ |
| Newsletter Editor | ★ | ★ |
| Podcast Hosting | ✓ | ✗ |
| Paid Subscriptions | ★ | ★ |
| Content API | ○ | ★ |
| Community Features | ★ | ● |
| Social Integration | ★ | ● |
The core difference is philosophy. Substack operates like a social media platform for newsletters, with built-in discovery through recommendations and cross-promotion. The Notes feature creates a Twitter-like feed where subscribers can engage with short-form content. Substack also includes podcast hosting, making it a complete media platform.
Ghost functions more like WordPress for publishers. You get complete control over your website design, multiple newsletter options, and powerful developer tools. The Ghost API lets you integrate with external services and build custom functionality. Ghost excels at revenue analytics, showing detailed metrics on monthly recurring revenue, churn, and customer lifetime value.
AI & Integrations
Which fits your stack better?
API access, automation connectors, and AI readiness. The tools that connect to your stack save you the most time.
| Substack | Ghost | |
|---|---|---|
| MCP ServerConnect to AI assistants (Claude, Cursor) | ✓ | ✓ |
| REST APIBuild custom integrations | ✗ | ✓ |
| ZapierNo-code automation | ✗ | ✓ |
| Make (Integromat)Advanced workflow builder | ✗ | ✓ |
| Security | ||
| SSO | ✗ | ✗ |
| 2FA | ✗ | ✓ |
| Ecosystem | ||
| Support | email, community | |
Who It's For
Who should choose which?
Choose Substack if you...
- +You want to start publishing immediately with zero costs
- +You need podcast hosting included
- +You want built-in audience discovery
- +You prefer simple, no-maintenance setup
Choose Ghost if you...
- +You want to keep all subscription revenue
- +You need a professional website with custom design
- +You require detailed revenue analytics
- +You want full API access for integrations
Final recommendation
The bottom line
The choice between Substack and Ghost depends on your publishing goals and technical comfort level. Substack is perfect for writers who want to focus purely on content creation without worrying about technical details or upfront costs.
Ghost makes sense for serious publishers who view their newsletter as a business. Once you're earning meaningful subscription revenue, the 10% commission savings will quickly offset the monthly fee. The professional website capabilities and revenue analytics provide the foundation for scaling a media business.
If you're planning to make this a significant income source, Ghost's zero-commission model and professional features justify the monthly investment.
FAQ
Frequently Asked Questions
Neither is universally better. Substack wins for beginners who want free, simple newsletter publishing. Ghost wins for serious publishers who want professional websites and no commission fees.
Substack is free to start but takes 10% of subscription revenue. Ghost costs $15/month minimum but keeps no commission. Ghost becomes cheaper once you earn more than $150/month.
Yes, Ghost offers migration tools to import your Substack content and subscriber list. The process requires some technical setup but preserves your content and audience.
No, Ghost doesn't offer a free plan. All Ghost plans require monthly payment starting at $15/month, but include features like custom domains and no platform fees.
Substack includes podcast hosting and distribution in the free plan. Ghost doesn't offer podcast hosting, so you'd need a separate service like Spotify for Podcasters or Buzzsprout.
More on these tools
Joonas Rotko
Author & founder of That Marketing Buddy
I score marketing software for AI-stack fit (MCP, API, agent-readiness), backed by 10+ years in digital marketing. This comparison is based on structured data from 36 tools in the Email Marketing category.
This page may contain affiliate links. I earn a commission at no extra cost to you. This never influences the comparison.
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