Does Substack's TV app announcement align with its brand identity?
More on Substack's strategy beyond long-form written content
Would you rather look for Substack reccomendations on your phone, laptop, or TV?
Substack just announced the launch of its TV app for Apple TV and Google TV. The app allows subscribers to watch videos and livestreams on their TVs, along with a “For You” feed that surfaces recommended content from their subscriptions.
The only problem is that Substack writers were not too thrilled.
Writers expressed their concerns, saying that their community feels abandoned.
Substack built its entire brand on differentiation – the place where content writers could thrive without the noise from an algorithm. Except now they’re following a broader industry pattern: chasing formats that drive the most engagement and watch time (which Instagram did last year with the launch of their Instagram TV app).
So is this a strategic pivot or a compromise of their brand identity?
Well, Substack is positioning this as a natural evolution.
In 2025, 82% of Substack’s top 250 creators used audio and video, an uptick from 50% in 2024. Pushing videos to the big screen means they’re not only publishing essays, but also supporting creators who produce short-form and long-form content.
By expanding their toolkit, they’re betting they can balance both – serve the writers who built the platform and the video creators driving subscription growth.
But let us know, what are your thoughts on Substack launching a TV app?