Substack launches TV app for Apple TV and Google TV

Substack, a platform known primarily for newsletters, announced on Thursday that it is launching a beta TV app for Apple TV and Google TV. The application allows both free and paid subscribers to watch video posts and livestreams created by authors on the platform, with access based on their subscription tier. The TV app features a TikTok-like “For You” row, which functions as an algorithmic feed highlighting videos and recommended content from these creators.

While the current release is in beta, Substack plans to expand the app’s capabilities in the future. The company’s roadmap includes plans to add paid content previews for free subscribers, audio posts, and read-alouds. Additionally, Substack plans to introduce enhanced search and discovery features, in-app upgrades to paid subscriptions, and dedicated sections for each publication so subscribers can explore all videos from a specific creator.

Substack framed the expansion as a natural home for its content, describing the platform in a blog post as a home for longform work that creators put real care into and subscribers choose to spend time with. The company added that these videos and livestreams now have a natural home on television screens, allowing subscribers to settle in for extended viewing. However, the shift has drawn criticism from some users who feel the platform is drifting from its original focus. One anonymous blog post commenter wrote, “Please don’t do this. This is not YouTube. Elevate the written word.” Another commenter pointed out that the company has shifted its messaging from being a home for longform writing to a home for longform work in general, characterizing the transition as a venture capital-fueled idea.

The launch follows years of video investment by Substack as it looks to compete with platforms like YouTube and Patreon for both creators and viewers. The company first introduced video posts in 2022, followed by video monetization and livestreaming capabilities for all publishers early last year. In March 2025, the platform also launched a TikTok-like video feed within its mobile app. This expansion into television screens mirrors moves by competitors; Instagram recently launched its own TV experience, IG for TV, on Amazon Fire TV to let users watch Reels on television.

Why it matters

Substack is aggressively pivoting toward video and livestreaming to compete with established creator platforms like YouTube and Patreon, testing whether its audience will follow the platform beyond the written word.