Substack runs a TV app

Substack, a platform known primarily for newsletters, is launching a TV app for Apple TV and Google TV. The company announced Thursday that the beta app will allow subscribers to watch video and live TV posts created by authors on its platform.

The TV app features a TikTok-like “For You” row that will highlight videos from these creators, along with recommended videos.

Free and paid subscribers can now start using the TV app, with access based on their subscription level. Substack plans to add paid content previews for free subscribers in the future. The platform also plans to add audio and read-aloud posts, enhanced search and discovery features, in-app upgrades for paid subscriptions, and dedicated sections for each post where subscribers can explore all videos from a specific creator.

The move comes as Substack invests more in video and live streaming, as it looks to compete with platforms like YouTube and Patreon for both creators and viewers.

Substack began its push into the video industry with the launch of video posts in 2022. It then began allowing content creators to monetize videos early last year. Around the same time, it rolled out live streaming capabilities to all publishers. The company has also embraced short-form videos, launching a TikTok-like video feed in its app in March 2025.

“Substack is home to the best long-form work, where creators truly care and subscribers choose to spend time with them,” the company wrote in a blog post. “Now these thought-provoking videos and live shows have a natural home on TV, where subscribers can enjoy the extended viewing that great video deserves.”

While Substack sees the launch as the next step in its video ambitions, the comments on its announcement tell a different story. The top comment on the company’s blog post read: “Please don’t do this. This is not YouTube. Raise the level of the written word.” Another popular comment says: “You guys have gone from saying Substack is the best home for long-form writing/writers to ‘Substack is the home of the best long-form work.'” I’m trying to evolve, but this seems like another VC-fueled idea.”

Other comments reflect similar sentiments, asking why the platform is shifting its focus from writing to video.

It’s worth noting that Substack isn’t the only platform entering the living room, as Instagram recently launched IG for TV, a new experience that allows users to watch Reels on TV, starting with Amazon Fire TV.