Substack has hit a remarkable milestone, adding 1 million paid newsletter subscribers in just four months, a sharp acceleration from the nine months it took to gain the previous million and the full year for the million before that.
The platform, once primarily a haven for written newsletters, is riding a wave of growth fueled by new trends and high-profile creators. Here’s what’s driving this unicorn-like ascent.
Video and Livestreams Take Center Stage
Substack is no longer just about emails. A whopping 82% of its top creators now incorporate audio and video content, up from 50% a year ago.
From polished video essays to raw livestreams, these formats are deepening reader engagement and attracting new audiences. Live Q&As, video commentary, and podcast-style discussions have turned Substack into a multimedia powerhouse while retaining its newsletter roots.
Also read:
- The MrBeast Empire: A Blueprint for Success in the Creator Economy
- Can You Copy Someone’s “Vibe” If It’s Bland? The Beige Battle That Could Reshape Influencer Culture
- Immersive Sports Experience Lands in Reality at The Cosm in Texas
Big-Name Journalists Jump Ship
The platform continues to draw heavyweights from legacy media. Prominent journalists and hosts from outlets like CNN, MSNBC, The Washington Post, and The New York Times are leaving traditional newsrooms to launch independent Substacks.
These creators are not just writing—they’re hosting live shows, recording podcasts, and building direct relationships with readers. This exodus reflects a broader shift toward creator-owned platforms, where editorial freedom and closer audience connections trump corporate constraints.
The Trump Effect Strikes Again
Believe it or not, political turbulence in the U.S., particularly around Donald Trump, is supercharging Substack’s growth. The polarized climate has sparked a subscription boom for both pro-Trump and anti-Trump newsletters.
Readers are flocking to voices that align with their views or challenge them, seeking unfiltered takes amid distrust in mainstream media. This dynamic has turned Substack into a battleground for ideas, with paid subscriptions reflecting readers’ hunger for clarity in chaotic times.
What’s Next for Substack?
Substack’s rapid growth underscores its evolution from a niche newsletter platform to a vibrant ecosystem for creators and audiences. With video and livestreams redefining its identity, high-profile defectors from legacy media, and political fervor driving engagement, Substack is capitalizing on a perfect storm. As it continues to innovate and attract diverse voices, the platform shows no signs of slowing down. The question now is: how much bigger can this unicorn get?
