Substack, the platform synonymous with the creator newsletter boom, is making a significant play for the living room screen. The company has announced the launch of a beta TV app for Apple TV and Google T
, allowing subscribers to watch video posts and livestreams from their favorite creators on the big screen.
The move signals a strategic expansion for Substack as it aims to become a comprehensive hub for longform content, placing it in direct competition with video giants like YouTube and creator platforms such as Patreon.
Bringing Content to the Big Screen
The new TV app is designed for an immersive viewing experience. It features a TikTok-like “For You” row that algorithmically highlights and recommends videos from across the platform. Both free and paid subscribers can access the app, with content availability determined by their individual subscription tiers.
Substack has a roadmap for future enhancements, including previews of paid content for free subscribers, the integration of audio posts and read-aloud features, and improved search and discovery functionalities. The platform also plans to introduce dedicated sections for each publication, enabling users to easily browse all video content from a single creator.
A Calculated Pivot to Video
This launch is the culmination of a multi-year effort by Substack to integrate video into its platform. The journey began in 2022 with the introduction of video posts, followed by monetization options for video content in early 2023. The company later rolled out livestreaming capabilities to all its publishers and even launched a short-form video feed within its mobile app in 2025.
In a blog post, the company stated, “Now these thought-provoking videos and livestreams have a natural home on the TV, where subscribers can settle in for the extended viewing that great video deserves.”
Mixed Reactions From the Creator Community
While Substack views the TV app as a natural evolution, the announcement has drawn a mixed response from its core user base. Some prominent creators and subscribers have voiced concerns that the platform is diluting its original mission of championing the written word.
Comments on the company’s announcement blog post highlight this sentiment, with one user writing, “Please don’t do this. This is not YouTube. Elevate the written word.” Another commenter pointed to a perceived shift in focus, noting, “This just seems like another venture capital-fueled idea.”
Relevance for MENA’s Creator Economy
For creators and thought leaders across the MENA region, Substack’s expansion into video offers a powerful new channel for audience engagement and monetization. As video consumption continues to soar in the Middle East, driven by high internet and smartphone penetration, this move provides regional writers, journalists, and experts with a direct path to the living room.
This development could empower MENA-based creators to build more robust, multimedia subscription businesses. By offering exclusive video content, from in-depth interviews and analysis to virtual workshops, they can diversify their revenue streams and cultivate deeper connections with their audience, complementing the established newsletter format.
About Substack
Substack is an online platform that provides publishing, payment, analytics, and design infrastructure to support subscription newsletters. It allows writers and creators to send digital newsletters directly to subscribers, offering a model where they can be paid directly by their readers. Founded in 2017, Substack has become a prominent player in the creator economy, empowering independent writers and publishers worldwide.
Source: TechCrunch
