Substack is making bold moves to expand its video offerings, with its latest feature designed to lure streamers to the platform.
Initially rolled out in September 2024, the live video streaming capability was exclusive to Substack’s bestselling creators—those with significant paid subscriber bases.
The early adopters include big names like Wilco frontman Jeff Tweedy, comedian Bill Maher, journalist Dan Harris, and film critic Hunter Harris, alongside a handful of other prominent figures. However, as of January 2025, Substack has expanded access to all publishers with at least 10 free subscribers in the app, with promises to refine and broaden the feature further in the coming months.
This push into live video is a clear play to attract a new audience — streamers and their followers — while deepening engagement with existing subscribers. Substack’s strategy mirrors a broader trend among social platforms: the constant hunt for fresh users.
While creators often grow their reach by amplifying their presence across social media, platforms like Substack are inventing features to act as bait for new blood. Live video streaming is a prime example, offering a dynamic way for creators to connect in real time, whether through AMAs, behind-the-scenes content, or collaborative broadcasts with other publishers.
The feature itself is straightforward but powerful. Creators can go live directly from the Substack app, notify subscribers instantly, and even paywall streams for paid subscribers to create an exclusive experience.
Post-stream, recordings are saved as drafts, complete with AI-generated clips for easy sharing on Notes, Instagram, or TikTok. Early users like Michael Easter have used live video to host AMAs, calling it “invaluable” for community-building, while Gabe Fleisher livestreamed from the Democratic National Convention, offering real-time political analysis that rivaled cable news.
But Substack’s ambitions go beyond just adding a feature. The platform is positioning itself as a viable alternative to streaming giants like Twitch, YouTube, and TikTok, especially as the latter faces potential shutdowns in the U.S.
With data showing that Substack creators who use video grow their revenue 2.5 times faster than those who don’t, the incentive is clear.
Collaborative livestreams — supporting up to three publishers—are proving particularly effective for growth, allowing creators to tap into each other’s audiences while delivering fresh, engaging content.
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In the latest edition of The Creator Economy, we dive deeper into this trend, exploring how platforms are racing to reinvent themselves to capture new demographics.
Substack’s live video push is just one piece of the puzzle. As the lines between writing, streaming, and social networking blur, the platform’s evolution raises a bigger question: can it maintain its core identity as a haven for writers while chasing the fast-paced, attention-driven world of streaming? For now, Substack is betting big on video — and streamers might just be the key to its next chapter.
