Substack is entering TV streaming with a beta app aimed at expanding distribution for video podcasts and live streams. After entering the video podcast space in 2022, Substack launched live streaming and short-form content in January 2025.
Substack has steadily expanded beyond a long-form, text-based self-publishing service into an audio and then video content-generation and distribution platform. It introduced audio-only podcasts in February 2019 and expanded to audio-video podcasts in January 2022. Later, in 2024, it allowed users to set a paywall for video podcasts. In the same year, it also partnered with Spotify to diversify its distribution while retaining control over subscriptions through its platform.
According to a blog post about the announcements, content creators who already publish videos do not need to take any additional steps, as their videos are automatically available to users in the TV app. At launch, the app on TV will support video posts and livestreams from subscribed creators and publications, a “For You” feed with subscribed and recommended videos, and dedicated pages for individual publications.
The Video Podcasts and Live Streaming Business
Long before YouTube offered formal platform-level support, content creators were already uploading full-length video podcasts. YouTube formally acknowledged the format in August 2022 with the launch of a dedicated Podcast page. Spotify entered the space in July 2020 with video podcasts for select creators and expanded the feature globally by April 2022.
As these developments continue, video and live formats are becoming a major way to distribute podcasts, placing Substack more directly in competition with platforms that already dominate long-form video and live content, particularly YouTube, which has emerged as a primary destination for both podcasts and live programming.
Given YouTube’s dominant share in video podcasting and live streaming, several platforms are attempting to capture part of this market. For instance, during Netflix’s Q1 2025 earnings call, without directly acknowledging competition from YouTube, co-CEO Ted Sarandos said the company is “constantly looking at all different types of content and content creators” to feature on Netflix. Following this, after Spotify partnered with the global online streaming giant, the audio streaming platform later reduced the monetization requirements for video podcasting.
In October 2025, consumers streamed over 700 million hours of podcasts on TVs, according to Steve McLendon, head of product for podcasts at YouTube, as quoted by Bloomberg. “We knew video would be big for podcasting, but it continues to surprise us how big it is,” he commented.
The Expansion into TV Formats
Substack’s TV app fits into the ongoing convergence between traditional television and online video streaming platforms. Traditional TV broadcasters are shifting distribution to streaming and FAST (free…
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