Substack expands to TV apps, sparking mixed reactions among writers

Mia Sato, a features writer with five years reporting on the tech industry and the people who use its tools, reports that Substack revealed on Thursday that it is rolling out Apple TV and Google TV apps for its platform. The new apps let subscribers watch videos and livestreams from creators they follow, and they also include a recommendations-based “For You” feed that surfaces content from other writers. The TV experience will support both free and paid subscribers, and Substack says audio content and additional discovery features are on the roadmap.

However, the rollout has drawn a muted reception from many in Substack’s community. In the short window since the announcement, the blogs and comment sections have filled with writers and users who question the shift toward video. One writer asked why Substack was changing direction, while another urged caution, arguing that the platform shouldn’t resemble YouTube and that the emphasis should stay on the written word. A few commenters did express excitement about the feature, but it’s clear disappointment dominates.

This push reflects a long-standing concern among Substack’s early adopters: the site is drifting away from its original focus on writing. Over the past few years Substack added video and livestreaming, introduced a Notes feature that functions like a microblog, and pledged substantial funding to woo TikTok creators. The company had previously resisted advertising but began testing sponsored segments in December 2025, allowing writers to insert paid promos into newsletters. Substack used to market itself as a safe harbor for writers and journalists seeking stability away from traditional media, even offering generous deals that included health care. Some marquee writers have since left, with critics arguing Substack has grown too social-media-like or because of persistent concerns about extremist newsletters circulating on the platform.

From an industry perspective, distributing video podcasts and other content to televisions makes strategic sense. YouTube logged hundreds of millions of hours of podcast viewing on TVs in October 2025, and Spotify updated its TV app that month to include video podcasts and music videos. Substack’s logic is straightforward: extend the platform into a new viewing channel to grow its audience and potentially diversify revenue. Yet the move may be tricky to persuade longtime users who valued Substack primarily as a writing-first ecosystem.

If you’re following this story, you’ll likely see ongoing coverage of how Substack balances video, audio, and written content as it negotiates a path between growth on TV platforms and a community that remains wary of a broader, more social-media-like direction.