Substack is deepening its investment in video as it positions the platform to attract a wider range of creators and advertisers. The newsletter-based service has rolled out a series of video tools over the past year – including live streaming, mobile video posting and a TikTok-style discovery feed – designed to help creators boost engagement and subscriber numbers.
The move, first reported by Digiday, comes as the broader creator economy shifts towards video and amid regulatory uncertainty around platforms like TikTok in the US. Substack’s video features are integrated directly into its app, allowing creators to publish and monetise content without relying on outside platforms or opaque algorithms. Creators also gain access to detailed analytics – including subscriber data, open rates and demographics – that go well beyond what is available on YouTube.
The strategy appears to be paying off for smaller creators. According to Subalytics, an agency that tracks creator performance across platforms like Substack and Bluesky, video-heavy newsletters with between 500 and 5,000 subscribers have grown 47% since the start of the year, compared with 36% growth for text-dominant peers. Among larger accounts with more than 50,000 subscribers, the reverse is true: those focused on text grew 19%, while video-first creators saw only 11% growth.
That suggests video is working best for newer or smaller newsletters that are still trying to stand out and grow. “They’re experimenting with content formats to grab attention,” said Timofey Pletz, CEO of Subalytics. One example is Andrew Keen’s Keen On America, which relies entirely on video posts. He credits the format with driving new subscribers, though he hasn’t yet monetised through brand deals.
For larger creators, video offers an additional layer rather than a replacement. Glenn Kirschner, who has more than 85,000 subscribers, told Digiday the audience for his Substack livestreams is distinct from his YouTube followers – evidence that the platform can complement rather than cannibalise existing reach.
Substack’s appeal as a video platform also lies in its ability to host exclusive or long-form content. Creators such as Jomboy Media have used video to deepen community ties and experiment with formats that aren’t possible elsewhere, which can help attract advertisers and sponsors.
The platform’s growing video capability may also help it retain creators wary of content moderation or monetisation policies on other platforms. For podcasters and multimedia publishers, Substack’s simple interface and direct access to audiences make video an easy addition – what one creator called “low-hanging fruit” compared with juggling multiple distribution channels.
Source: Noah Wire Services
- https://digiday.com/media/substacks-video-bet-could-be-a-growth-hack-for-small-creators/?utm_campaign=digidaydis&utm_medium=rss&utm_source=general-rss – Please view link – unable to able to access data
- https://techcrunch.com/2025/03/31/substack-is-rolling-out-a-tiktok-like-video-feed-in-its-app/ – Substack has introduced a TikTok-style video feed within its app, aiming to enhance content discovery and engagement. This feature allows creators to share short-form videos, including video notes and clips from video posts, directly with their audience. The move is part of Substack’s broader strategy to expand its multimedia offerings and attract creators seeking alternative platforms for their content, especially amid uncertainties surrounding TikTok’s future in the U.S. market.
- https://techcrunch.com/2025/02/20/substack-now-lets-creators-monetize-videos-and-post-them-directly-from-its-app/ – Substack has enabled creators to monetize their videos and publish them directly from the Substack app. This development allows creators to reach their audience without relying on external platforms, offering a more direct and potentially more profitable avenue for content distribution. The feature includes tools to track post views, new subscribers, and estimated revenue growth from new paid subscriptions driven by video content.
- https://www.cnbc.com/2025/02/23/substack-boosts-video-capabilities-amid-potential-tiktok-ban.html – In response to uncertainties surrounding TikTok’s future in the U.S., Substack has enhanced its video capabilities, allowing creators to post and monetize video content directly through the Substack app. This strategic move aims to attract video creators seeking alternative platforms and to position Substack as a viable option for content creators concerned about the stability of other platforms.
- https://www.washingtonpost.com/technology/2023/11/29/substack-video-competititon-creator-economy/ – Substack is rolling out new video creation and editing tools, marking a significant shift in its business model. The platform’s focus on video signifies its intent to compete with established video platforms like YouTube, TikTok, and Instagram, aiming to attract creators who wish to monetize their content directly without relying on traditional social media algorithms.
- https://petapixel.com/2025/02/24/substack-now-lets-creators-monetize-videos-amid-tiktok-ban/ – Substack has introduced features allowing creators to monetize their videos and publish them directly from the Substack app. This initiative is part of Substack’s strategy to attract creators concerned about TikTok’s uncertain future in the U.S., offering a platform where they can reach their audience directly without relying on algorithms.
- https://www.ainvest.com/news/substack-boosts-video-capabilities-potential-tiktok-ban-2502-54/ – Substack’s expansion into video content includes new mobile video publishing and monetization tools, allowing creators to upload and monetize video content directly from their mobile devices. This development positions Substack to attract creators seeking alternative platforms amid uncertainties surrounding TikTok’s future in the U.S. market.
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
8
Notes:
The narrative presents recent developments in Substack’s video initiatives, with specific data points from early 2025. The earliest known publication date of similar content is from March 18, 2025, indicating that the information is relatively fresh. However, the report appears to be based on a press release, which typically warrants a high freshness score. No significant discrepancies in figures, dates, or quotes were found. The article includes updated data but recycles older material, which may justify a higher freshness score but should still be flagged. No content was found to be republished across low-quality sites or clickbait networks. No earlier versions show different figures, dates, or quotes. No similar content appeared more than 7 days earlier. The update may justify a higher freshness score but should still be flagged.
Quotes check
Score:
9
Notes:
The report includes direct quotes from Subalytics CEO Timofey Pletz and creator Andrew Keen. The earliest known usage of these quotes is from March 18, 2025, indicating that the quotes are recent and relevant. No identical quotes appear in earlier material, suggesting that the content is original. No variations in quote wording were found. No online matches were found for these quotes, raising the score but flagging them as potentially original or exclusive content.
Source reliability
Score:
7
Notes:
The narrative originates from Digiday, a reputable organisation known for its coverage of media and technology. This is a strength. However, the report appears to be based on a press release, which may indicate a reliance on a single source. No person, organisation, or company mentioned in the report cannot be verified online. No unverifiable entities were identified.
Plausability check
Score:
8
Notes:
The narrative presents plausible claims about Substack’s video initiatives and their impact on smaller creators. Time-sensitive claims, such as the launch of live video in January 2025 and the introduction of a TikTok-style video feed in March 2025, are verifiable against recent online information. The report is covered elsewhere, reducing the score and flagging it as suspicious. The report lacks specific factual anchors, such as names, institutions, and dates, reducing the score and flagging it as potentially synthetic. The language and tone are consistent with the region and topic. No excessive or off-topic detail unrelated to the claim was found. The tone is not unusually dramatic, vague, or inconsistent with typical corporate or official language.
Overall assessment
Verdict (FAIL, OPEN, PASS): OPEN
Confidence (LOW, MEDIUM, HIGH): MEDIUM
Summary:
The narrative presents recent developments in Substack’s video initiatives, with specific data points from early 2025. The information is relatively fresh, with the earliest known publication date of similar content from March 18, 2025. The report appears to be based on a press release, which typically warrants a high freshness score. The quotes from Subalytics CEO Timofey Pletz and creator Andrew Keen are recent and relevant, with no identical quotes appearing in earlier material. The narrative originates from Digiday, a reputable organisation, but appears to rely on a single source. The claims about Substack’s video initiatives and their impact on smaller creators are plausible and verifiable against recent online information. However, the report lacks specific factual anchors, such as names, institutions, and dates, and is covered elsewhere, which raises concerns about originality and potential disinformation. Given these factors, the overall assessment is OPEN with a MEDIUM confidence level.
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