Substack, the newsletter-focused platform, has launched a beta TV app for Apple TV and Google TV, a move that pits it against video giants but has alienated its core user base, as reported by The Verge.
Now on the big screen: The app allows free and paid subscribers to watch videos from creators they follow and includes a "For You" section for algorithmic recommendations. Existing video content will automatically appear on the app, requiring no extra work from creators.
From inbox to living room: With the launch, Substack is making a deliberate pivot from the inbox to the living room, adapting its creator-led video for a 'lean-back' experience. But the move was met with a hostile reception from parts of its community, with many fearing the company is abandoning its foundation in the written word to chase video trends.
A pattern of pivots: The launch continues a series of strategic moves away from a purely text-based model, following the addition of a "Notes" feature, funding for video creators, and the rollout of advertising. These changes have already alienated some of the platform's most prominent writers.
The push into TV is a clear business decision, but Substack is betting that it can expand into a new market without losing the foundational user base that enabled its success.
