Substack is officially expanding beyond the written word. On Thursday, the platform—previously synonymous with newsletters—launched a dedicated TV app for Apple TV and Google TV. This beta release allows subscribers to stream video content and live broadcasts directly on their television sets, marking a significant shift in the company’s product strategy.
A New Viewing Experience for Substack Creators
The new TV interface features a curated “For You” row, utilizing a discovery algorithm similar to TikTok to highlight recommended videos from creators. Access to the app is tied to existing subscription tiers, meaning both free and paid users can watch content immediately. The company announced that future updates will include paid content previews for free users, improved search functionality, and in-app subscription upgrades.
Aggressive Expansion into Video
This launch is the latest move in Substack’s long-term pivot toward multimedia. Since introducing video posts in 2022, the platform has systematically rolled out monetization for creators, livestreaming capabilities, and a TikTok-style short-form video feed integrated into its primary mobile app in March 2025. By moving into the living room, Substack is positioning itself to compete directly with established giants like YouTube and Patreon for creator attention and audience engagement.
User Backlash: Writing vs. Video
Despite the company’s vision of providing a “natural home” for high-quality, long-form video, the reception from its core community has been mixed. Critics within the Substack ecosystem have voiced concerns that the platform is straying from its roots.
Prominent comments on the company’s official blog post highlight a growing tension. One top-rated user comment urged the company to “elevate the written word” rather than mimicking YouTube, while others dismissed the pivot as a “venture capital-fueled idea” that dilutes Substack’s identity as the premier destination for writers.
The Streaming Wars Intensify
Substack is not alone in its quest to capture screen time. The strategy mirrors broader trends in the creator economy; for instance, Instagram recently introduced an experience for Amazon Fire TV that brings its short-form Reels format to the living room. As platforms race to dominate the TV interface, the battle between text-first heritage and video-first growth continues to reshape the digital publishing landscape.