Platform comparison
Substack vs Ghost: Which is better for a paid newsletter?
Substack and Ghost can both power paid newsletters, but their business models are very different. Substack makes it extremely easy to start and charges a percentage of paid subscription revenue. Ghost charges a fixed hosting subscription and does not take an additional platform percentage from your subscription revenue.
Quick answer
Choose Substack if you want a simple publishing experience, built-in discovery and almost no setup.
Choose Ghost if you want more control over your website and would rather pay a fixed platform cost instead of giving up a percentage of subscription revenue.
Substack vs Ghost at a glance
| Feature | Substack | Ghost |
|---|---|---|
| Start publishing | Free | Paid hosting |
| Platform fee on paid subscriptions | 10% standard fee* | 0% |
| Website customization | Limited | Strong |
| Built-in discovery | Strong | More independent |
| Best for | Writers wanting simplicity and discovery | Independent publishers wanting more control |
*Substack's standard 10% application fee has country-specific exceptions. Payment processing fees may also apply.
The biggest difference: revenue share
For most creators using paid subscriptions, Substack charges a 10% platform fee on each paid transaction, in addition to applicable payment processing fees.
Ghost takes a different approach. Ghost(Pro) requires a paid plan for paid subscriptions, but Ghost itself charges 0% transaction fees. Payment processor fees still apply.
Example: $5,000/month in subscription revenue
At the standard Substack rate, the 10% platform fee alone would equal approximately $500 per month, before applicable payment processing costs.
When Substack makes more sense
Substack can be a strong option if you want to start publishing immediately and value access to its existing network of readers, recommendations and discovery features.
The percentage-based pricing also means there is little platform cost before you start earning from paid subscriptions.
When Ghost makes more sense
Ghost can become especially attractive when your paid newsletter revenue grows. Instead of giving the platform a percentage of each subscription, you pay for your Ghost plan and keep the remainder after payment processing.
It also provides more control over your publication's website, branding and membership experience.
Which one costs less for your newsletter?
Use NewsletterFit to estimate costs using your subscriber count, paid members, subscription price and expected growth.
Compare newsletter platforms →Bottom line
Substack is generally better for simplicity and built-in distribution. Ghost is especially compelling for established paid publications that want more control and want to avoid a percentage platform fee on subscription revenue.
Pricing, payment fees and features can change. Check current information directly with each provider before making a final decision.