Background
Ghost was launched in 2013 in response to the increasing difficulty of creating a WordPress blogging site. Today, it is a full-stack publishing system where publishers can create newsletters, establish memberships, and interact directly with their audiences. As an open-source project, Ghost users have helped the platform evolve into a highly customizable content management system that has low barriers to entry.
Creator-First Foundation & Monetization
Ghost focuses on owned distribution, differing from traditional social platforms like TikTok or YouTube, who provide content creators with a share of the income their content generates. This is done by allowing for subscriber-only content and direct payment integrations directly on the site.
Email subscriptions and memberships allow Ghost to provide a direct connection between publishers and readers. This bypasses algorithms and feeds that dictate how users find content on unfederated platforms such as X or Instagram. Ghost gives independent journalists a platform to build a subscription-based business model outside the traditional advertising- and platform-dependent landscape.
Ghost provides users with extensive data on their consumers, charting revenue alongside audience engagement.
Integration with the Federated Web & Customization
Ghost adopted ActivityPub protocols, so it functions as a node in a broader network. Ghost content can be followed, shared, and interacted with across platforms. Ghost users also have greater autonomy over the look and feel of their site and/or newsletter, avoiding design restrictions they might face on competitor platforms like Substack.
Algorithm
Ghost does not follow an algorithm. Each site operates independently, with its own website domain and audience data. Users find Ghost sites and newsletters independently of the site.
Ghost User Growth Rate
Ghost has seen steady growth since its founding in 2013. It saw particular growth in the late 2010s and early 2020s, peaking at ~8,000 users in 2024. However, it saw some decline in 2025.