Substack’s Leap to the Big Screen: Why Its New TV App Is Stirring Controversy

In a remarkable move that has both bewildered long-time users and intrigued the tech world, Substack has launched its highly anticipated TV app. While some hail it as the next evolution in media consumption, it has raised eyebrows and spurred debate about the platform’s commitment to its roots as a written-content haven. With its sleek entry onto smart TVs, Substack is making a play for video dominance—a bold pivot that has sparked both curiosity and skepticism.

Let’s dive into why this topic is trending, the larger context behind Substack’s move, and the broader implications for creators, subscribers, and the world of content consumption.

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Why Is This Topic Trending?

Substack’s sudden decision to launch a TV app has caught the attention of tech enthusiasts, creators, and subscribers alike. Originally established as a platform for long-form essays, newsletters, and written content, Substack has cultivated a fiercely loyal audience. However, this unexpected shift toward video consumption has triggered debates about the brand’s identity and intentions. Some see it as a natural evolution to capture more audience attention in an increasingly video-centric digital age, while others argue that the move dilutes what made Substack special in the first place.

Search trends spiked when major tech and media outlets like The Verge, TechCrunch, and Deadline covered the announcement. Headlines like “Substack’s Pivot to Video is Now on Your TV” and “Creators, Subscribers Decry Substack TV App” have been fueling discussions across social media platforms. It’s clear that Substack’s launch of a TV app represents more than just a new product—it’s a defining moment for the company that raises important questions about its future direction.

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Substack: A Quick History

Founded in 2017, Substack emerged as a disruptor in the media and publishing industry. Its unique platform allowed writers to own their lists, publish independently, and monetize their work through subscriptions. From thought leaders and industry experts to niche communities, Substack empowered creators by offering transparency, flexibility, and independence in an era when ad-supported content was dominating the internet.

Here’s what you might already know about Substack:

• It was initially marketed as a solution for independent journalists and essayists seeking freedom from traditional publishers.

• Subscribers pay for newsletters directly, and creators receive the bulk of the revenue (with Substack taking a 10% cut).

• Over the years, it has attracted prominent figures like Glenn Greenwald, Anne Helen Petersen, and Heather Cox Richardson, further cementing its reputation as a platform for quality, written communication.

But times are changing—and so is the way we consume content. The rise of video-first platforms like TikTok, YouTube, and Instagram, paired with Americans streaming over 100 billion minutes of content weekly, has created an undeniable gravitational pull toward visual media.

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What Is the Substack TV App All About?

The Substack TV app is an ambitious attempt to carve a space for the platform in this video-driven landscape. Available across major smart TV platforms like Apple TV, Roku, and Amazon Fire, the app allows users to watch creator-generated video content directly on their televisions.

Here’s what the app offers:

• Curated Creator Channels:

Subscribers can follow video channels created by their favorite Substack contributors. These are not YouTube-style vlogs, but rather carefully crafted video essays, in-depth interviews, and other visually engaging formats designed to complement existing written content.

• Diversified Monetization:

Substack has enabled video monetization, allowing creators to offer premium video content alongside their newsletters. This creates additional revenue streams for creators and more robust subscription packages for subscribers.

• Seamless Integration:

The app integrates with user accounts, meaning viewers can easily switch between newsletters on their phones and video content on their TVs.

While these features position Substack to compete with platforms like YouTube or Netflix in niche, creator-driven video, the big question remains: Did Substack betray its roots by shifting its focus from the written word to video?

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Divided Responses: Why This Launch Is Polarizing

Substack has always been synonymous with what its co-founders referred to as a “renaissance of writing.” So, for many subscribers and creators, the launch of the TV app feels like an abrupt detour from the company’s original mission. Some view it as a betrayal of the platform’s foundational values, while others see the move as an inevitable adaptation to the evolving content ecosystem.

Here are some of the key concerns that have emerged:

• Dilution of Substack’s Core Identity:

Substack attracted its audience by offering a refuge from the algorithmic chaos of social media and an ad-free alternative to mainstream media. Critics worry that by branching into video, Substack risks becoming yet another platform chasing trends at the expense of its original value proposition.

• Creator Concerns Over Focus:

For many creators who rely exclusively on the written medium, the TV app could signal a shift in attention—and resources—away from Substack’s core features. This has sparked fears that video creators will receive increased promotion and support, leaving writers behind.

• Existing Platforms Have a Head Start:

Competing in the video space is no small feat. Platforms like YouTube and Vimeo have spent over a decade refining their interfaces, algorithms, and creator support systems. It’s unclear whether Substack has the resources to catch up.

On the flip side, some arguments support the move:

• Substack TV could attract new audiences who prefer long-form video content over newsletters.

• It highlights Substack’s willingness to evolve and compete in today’s content-driven world.

• Video provides an additional layer of storytelling and communication, which could enhance—not replace—the written content the platform is known for.

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Strategic Implications: Is This Pivot Necessary?

From a business perspective, Substack’s leap to video is bold but not without precedent. The media industry has consistently seen platforms evolve to meet audience preferences. Twitter abandoned its text-only roots to allow for images, videos, and audio. Instagram went from being a photo-sharing app to a video-heavy advertising tool. TikTok turned short-form user-created video content into a global phenomenon.

As more users gravitate toward video as their preferred medium, Substack’s decision could prove to be a savvy one in the long run. If successful, this pivot could lead to:

• Higher User Engagement: Video content tends to capture more attention and lead to longer session times. This could increase subscriptions—and revenue—for Substack creators.

• Expansion to Mass Media: By launching on smart TV platforms, Substack gains entry into a more mainstream media consumption environment.

• Diversified Revenue Streams: A new monetization option, coupled with its promise of no ads, could make video an appealing prospect for creators.

That said, the risk of alienating Substack’s original user base cannot be overlooked. Striking the right balance between written and video content will be crucial to retaining its identity while evolving for the future.

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Conclusion: A Risk Worth Taking?

Substack’s TV app represents a strategic gamble for the platform. It’s a bet on the future—a future where creators express themselves through multiple mediums, and where audiences demand flexible options for the ways they consume content.

However, the mixed reactions to this launch highlight a significant challenge: Substack’s community of creators and subscribers—many of whom value long-form writing—may resist this shift toward video. For creators who thrive through text, Substack now has the unenviable task of proving that the TV app is an addition to what makes the platform special, not a substitution.

Key takeaways:

• Substack’s TV app is designed to cater to the booming demand for video content, offering subscribers access to premium creator-driven videos.

• The move has triggered a polarizing debate, with some lauding the evolution and others criticizing the platform’s perceived deviation from its writing-first ethos.

• Striking a balance between embracing video while preserving Substack’s core identity is imperative to its long-term success.

In today’s fast-changing media landscape, there’s little doubt that staying static is not an option. But whether Substack’s pivot pays off or leads to an identity crisis remains to be seen. One thing’s for certain: The conversation is far from over.