Articles · For Creators
Ghost vs Substack: the honest comparison.
We build creator sites on Ghost, so you know our bias — here's the comparison anyway, including the case where Substack is the right answer and the exact revenue number where it stops being one.
The money: 10% forever vs a flat bill
Substack is free until you charge readers — then it takes 10% of every paid subscription, forever, plus Stripe fees. Ghost(Pro) is a flat monthly bill (~$9–$25+ by audience size) and takes 0%. The crossover is about $150/month in subscription revenue. At $1,000/month, Substack's cut is $100 every month; Ghost costs about $25. Same audience, same writing — $900/year difference.
The brand: a feed profile vs your website
Substack gives every writer the same page with a different logo. Ghost is a full website you control — custom theme, landing pages, your design. If you're building a brand people recognize (and charge more because of), that ceiling matters more every year you grow.
Ownership: who can change the rules on you
Ghost is open source: your content, your subscriber list, your Stripe account, even the software is yours. If Ghost-the-company vanished, your publication keeps running. On Substack you're a tenant — the fees, the feed, and the rules can change, and your only option is to accept it.
Where Substack honestly wins
Discovery. Notes, recommendations, and the Substack network send real readers to new writers — Ghost sends you nobody; you bring your own audience via search, YouTube, or social. And zero setup: you can publish in ten minutes. If you're still testing whether an audience exists, start on Substack. Just export your list monthly — renting is fine as long as you keep a copy of what's yours.
The verdict
Testing an idea → Substack. Earning (or serious about brand and ownership) → Ghost. If you're at the switching point, our free WordPress Escape Plan covers the Substack exit too — the export, the redirect rule, and moving paid members without losing them.
Common questions
Is Ghost better than Substack?
If you're testing whether anyone wants your writing, Substack is faster — free, zero setup, built-in discovery. Once you're earning or serious about your brand, Ghost wins: 0% platform fee vs Substack's 10%, a real website you design, and you own the platform. The crossover point is roughly $150/month in paid subscriptions — above that, Ghost is cheaper immediately.
How much does Ghost cost vs Substack?
Substack is free until you charge — then it takes 10% of every paid subscription forever, on top of Stripe fees. Ghost(Pro) runs a flat ~$9–$25+/month by audience size and takes 0% of your revenue. At $1,000/month in subscriptions, Substack costs you $100/month; Ghost costs ~$25.
Can I move from Substack to Ghost without losing subscribers?
Yes. Ghost imports Substack's export directly — posts and free subscribers come over cleanly. Paid subscribers reconnect through your own Stripe account; done right, with a personal 'we've moved' email, most paying readers follow.
What about Substack's network and recommendations?
That's the real trade. Substack Notes and recommendations do send new readers, especially early on. If discovery is your bottleneck, stay until it isn't. If your growth already comes from YouTube, podcasts, or search, the network matters less than the 10% and the design ceiling.