Substack, the subscription platform that upended digital publishing with its newsletter model, thrust itself into the connected-TV arena on January 22, 2026, launching a beta app for Apple TV and Google TV. The move allows subscribers to stream video posts and livestreams from their favorite creators directly on home screens, marking a bold expansion beyond text into immersive video viewing. Creators need take no extra steps; existing videos automatically populate for signed-in users, syncing seamlessly with subscription tiers.
At launch, the app features a ‘For You’ row blending subscribed content with algorithmic recommendations, alongside dedicated pages for each publication’s video library. Free and paid users alike can access it, though paywalled material remains gated—previews for non-subscribers are slated for future updates. Sign-in is straightforward: scan a QR code displayed on-screen with a mobile device or enter a URL manually, as detailed in Substack’s support page.
Seamless Setup Meets Longform Ambition
For Apple TV users, installation begins in the App Store: search for Substack, download, and open. Google TV owners navigate the Apps section or search icon similarly. The interface prioritizes ‘reliable, high-quality viewing’ for longform videos, from Dolly Parton reflections to Tina Brown interviews, as highlighted in Substack’s official announcement on On Substack.
“Substack is the home for the best longform—work creators put real care into and subscribers choose to spend time with,” the company stated. “Now these thought-provoking videos and livestreams have a natural home on the TV, where subscribers can settle in for the extended viewing that great video deserves.” This positions the app as a ‘lean-back’ complement to mobile scrolling.
Substack’s video journey accelerated with posts in 2022, monetization in February 2025, platform-wide livestreaming in January 2025, and a TikTok-style feed in March 2025. The TV app builds on this, automatically surfacing new uploads in ‘For You’ or Subscriptions tabs.
Creator Endorsements Signal Media Shift
High-profile users hailed the debut. Veteran journalist Jim Acosta, hosting daily news shows on Substack, called it “a game-changing moment for the rise of independent media. Substack has proven that legacy media consumers are not only searching for fresh alternatives; they are finding them,” according to Engadget and the official post.
Chris Cillizza, author of So What, added: “Video doesn’t have to live in any one place. It needs to be wherever someone chooses to consume it. The Substack TV app does just that for me and my work.” CEO Chris Best told Editor & Publisher: “Our goal is to help your media reality live up to your aspirations, by making it easy and delightful to watch. Having your live shows, podcasts, videos, and eventually every article available on your TV will help you spend more of your time with the media you deeply value.”
Future enhancements promise audio posts, read-aloud articles, enhanced search, in-app subscription upgrades, and per-publication show sections. Product manager Zach Taylor echoed the longform ethos in ET Now: “Substack is the home for the best longform work creators put real care into and subscribers choose to spend time with.”
Backlash from Writing Purists
Not all reactions were celebratory. The announcement post drew sharp criticism, with users lamenting a drift from Substack’s text roots. “Why are you doing this Substack? Why are you veering away from the written word?” one commenter asked, as reported by The Verge. Another urged: “Please don’t do this. This is not Youtube. Elevate the written word.”
“File this under – thing we didn’t ask for,” wrote Ashli Pollard, while Dustin added: “This is not YouTube. Elevate the written word.” David Adeleke remarked: “You guys have gone from saying Substack is the best home for longform writing/writers to ‘Substack is the home for the best longform—work…’. I get trying to evolve, but this just seems like another venture capital-fueled idea.” Tech analyst Simon Owens posted on X: “This seems like a waste of time for Substack… most of what I’ve seen is unpolished and wouldn’t really stand out.”
Substack’s evolution—adding Notes (tweet-like posts), a $20 million TikTok creator fund, and sponsored segments in December 2025—has fueled fears it’s morphing into social media. Some star writers departed, citing platform resemblance to big tech or content moderation issues.
Strategic Play in Connected TV Boom
The timing taps a surging market. YouTube logged 700 million hours of podcast viewing on TVs in October 2025 alone; Spotify revamped its TV app that month for video podcasts. Instagram debuted IG for TV on Amazon Fire TV in December 2025. Substack eyes this ‘living room’ real estate to lure cable news expats like Acosta and Cillizza, boosting engagement and revenue.
Valued at $1.1 billion, Substack seeks growth amid creator economy pressures. The app could foster higher-value subscriptions via immersive experiences, though unpolished video risks diluting its premium appeal, per WebProNews. TechCrunch noted plans for paid previews and discovery tools to widen appeal.
For creators, TV access bypasses traditional gates, enabling direct subscriber bonds. As Digital Trends observed, it’s seamless—no new uploads needed. Yet, X chatter reflects division, with posts amplifying Deadline‘s headline: “Substack Launches TV App; Creators, Subscribers Decry It As ‘Veering Away From The Written Word.’”
Broader Implications for Creator Platforms
This beta tests Substack’s multimedia pivot, potentially redefining it as a full media hub. Industry watchers see parallels to Patreon’s video bets and YouTube’s dominance, but Substack’s subscription focus offers a curated alternative. Early X reactions mix hype with skepticism, as in Le Café du Geek’s post: “Nouveau chapitre pour les médias indépendants?”
Success hinges on balancing video growth with writing fidelity. With features like read-alouds looming, Substack aims to unify formats. For insiders, it’s a high-stakes bet: capture TV’s attention economy or alienate its core.