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Type of siteSubscription platform
HeadquartersSan Francisco, California, U.S.
Created byChris BestHamish McKenzieJairaj Sethi
RevenueUS$9 million (2021)[1]
Employees94 (June 2022)[2]
URLsubstack.com
CommercialYes
Launched2017; 9 years ago[3][4]
Current statusLive

Substack is an American online platform that provides publishing, payment, analytics, and design infrastructure to support subscription-based content, including newsletters, podcasts, and video.[5][6] It allows writers to send digital content directly to subscribers.[7][8] Founded in 2017, Substack is headquartered in San Francisco.[9] The company has faced criticism for its content moderation policies, as well as security breaches involving user data.[10][11]

History

Substack was founded in 2017 by Chris Best, the co-founder of Kik Messenger; Jairaj Sethi, a head of platform and principal developer at Kik Messenger; and Hamish McKenzie, a former PandoDaily tech reporter.[12][13] Best and McKenzie have said Ben Thompson’s Stratechery, a subscription-based tech and media newsletter, was a major inspiration for their platform.[5] Best acts as CEO of the company.[14][15]

In 2019, Substack added support for podcasts and discussion threads among newsletter subscribers.[16][17]

By November 2021, the platform said it had more than 500,000 paying subscribers, representing over one million subscriptions.[18]

In January 2022, Substack announced that it would begin private beta testing of video functionality on its platform.[18] In November, it launched Substack Chat, where content creators could create private group chats with subscribers.[6] The same year, the company launched the Substack Reader app for iOS, followed by an Android version six months later.[19][20]

In April 2023, Elon Musk spoke with Substack’s leadership about purchasing the platform, but his offer was rejected.[21] The same month, Substack implemented a Notes feature, which allows users to publish and repost short-form content. This microblogging feature has been compared to Twitter, and many outlets considered it a response to changes at Twitter under Musk’s ownership.[22][23] Musk criticized Substack Notes, and Twitter began censoring links to Substack.[24][25][26]

In November 2023, Substack introduced new video creating and editing tools, and content creators started launching original shows on the platform.[6][27]

In April 2024, Substack partnered with Spotify to enable podcasters to distribute episodes on both platforms and added new editing features for podcasts.[28] In June 2024, Substack announced a year-long development initiative for TikTok creators called Creator Studio,[29] and added five-minute video capabilities to the chat function.[30] Video was also added to Notes.[31][32]

By November 2024, Substack had four million paid subscriptions.[21]

Substack added livestreaming options for creators in September 2024.[33][27] Following this and the January 2025 restrictions on TikTok in the United States, Substack announced the ability to post and monetize videos directly through the Substack app in February 2025.[31] In March 2025, Substack announced that it had five million paid subscriptions.[34] In June, independent journalist Eric Newcomer reported that Substack was in talks to raise a new funding round. The New York Times later reported that Substack had raised $100 million, valuing the company at $1.1 billion.[35][36] The investors in this round were Andreessen Horowitz, BOND, The Chernin Group, Skims, and Klutch Sports Group.[36] In 2025, The New York Times reported that Substack was investing heavily in social-network features and planned to expand advertising.[36]

In January 2026, the company announced Substack TV, a standalone app for Apple TV and Google TV that will support videos and livestreams.[37] According to TheWrap, the beta app allows Substack subscribers to watch creators’ video posts and livestreams.[38] The app can be used by both free and paid Substack subscribers, with access to content based on subscription tiers.[38]

Content

Substack users include journalists, subject-matter experts, and media platforms.[39][40][41] New York Times columnist Mike Isaac argued in 2019 that companies like Substack see newsletters as a stabler means to maintain readers through more direct connection with writers.[14] In 2020, The New Republic said there was a dearth of local news newsletters, especially in contrast to the large number of national-level political newsletters.[42]

As of late 2020, many journalists and reporters were joining the platform, driven in part by the long-term decline in traditional media (there were half as many newsroom jobs in 2019 as in 2004).[43] Around that time, The New Yorker wrote that while “Substack has advertised itself as a friendly home for journalism … few of its newsletters publish original reporting; the majority offer personal writing, opinion pieces, research, and analysis.”[44] It called Substack’s content moderation policy “lightweight”, with rules against “harassment, threats, spam, pornography, and calls for violence; moderation decisions are made by the founders”.[44]

Among the high-profile writers who had used the platform by 2021 were journalist and author Glenn Greenwald; economist Paul Krugman; journalist Seymour Hersh; culture critic Anne Helen Petersen; music essayist Robert Christgau; food writer Alison Roman;[45] historian Heather Cox Richardson; tech journalists Casey Newton[46] and Eric Newcomer;[47] data journalists Matthew Yglesias and G. Elliott Morris;[48][49] economists Glenn Loury and Emily Oster; linguist John McWhorter; journalists Matt Taibbi and Bari Weiss;[50] and authors Daniel M. Lavery, George Saunders, Nick Hornby, Susan Orlean, Blake Nelson, Chuck Palahniuk,[51] Marianne Williamson,[52] Salman Rushdie,[53] Tui T. Sutherland,[54] David Bentley Hart,[55] and Skottie Young.[56]

In 2026, Andrew Tate joined the platform, quickly rising to the #1 place[57] in the news category.

Finances

Authors can decide to make subscribing to their newsletter free or paid, and to make specific posts publicly available to non-subscribers.[44] As of 2020, the minimum subscription fee was $5/month or $30/year,[44] and Substack usually takes a 10% cut from subscription payments.[41][12] In October 2025, Substack reported that 50,000 creators were earning money on its platform, of whom at least 50 were making more than $1 million.[58] Substack earns no revenue from advertisements placed by publishers.[43] In February 2019, the platform began allowing creators to monetize podcasts.[59] Substack reported 11,000 paid subscribers as of 2018, rising to 50,000 in 2019.[59]

Chris Best discussing mobile advertising in 2015

Substack raised an initial seed round in 2018 from investors including The Chernin Group, Zhen Fund, Twitch CEO Emmett Shear, and Zynga co-founder Justin Waldron.[60] Andreessen Horowitz provided $15.3 million in Series A funding in 2019, some of which went to bringing high-profile writers into Substack’s network.[61] Substack has provided some content creators with advances to start working on their platform.[41]

In 2019, the site provided a fellowship to some writers, which included a $3,000 stipend and a one-day workshop in San Francisco. The decline of sports-oriented publications such as Sports Illustrated, Deadspin, and SB Nation, coupled with the onset of the COVID-19 pandemic, led to a surge in sports journalists moving to write on Substack in 2019 and 2020. Substack competes with subscription site The Athletic in this submarket, so McKenzie says the company recruits less strongly in that market.[12] In 2020, after the onset of the pandemic, Substack extended grants of $1,000–$3,000 to over 40 writers to begin working on the platform.[12] It expanded into comics content in 2021 and signed creators including Saladin Ahmed, Jonathan Hickman, Lee Knox Ostertag, Scott Snyder, and James Tynion IV, paying them while keeping their subscription revenue. After their first year, Substack will take 10 percent of subscription revenue.[50]

Substack’s founders reached out to a small pool of writers in 2017 to acquire its first creators.[13] Bill Bishop was among the first to put his newsletter, Sinocism, on Substack, offering its daily content for $11 a month or $118 a year.[5] As of 2019, Bishop’s Sinocism was the top-paid newsletter on the service.[59] By late 2020, the conservative newsletter The Dispatch became the top Substack user, with more than 100,000 subscribers and over $2 million in first-year revenue, according to founder Steve Hayes.[43] In May 2021, Substack acquired Brooklyn-based startup People & Company.[62] In August 2020, Substack reported that over 100,000 users were paying for at least one newsletter.[61] As of August 2021, Substack had more than 250,000 paying subscribers and its top ten publishers were making $7 million in annualized revenue.[8] In April 2022, The New York Times reported Substack may be valued at $650 million.[63] Substack dropped an effort to raise money in May 2022.[1] The company had aimed to raise between $75 million and $100 million.[1]

Programs

In March 2021, Substack revealed that it had been experimenting with a revenue sharing program called Substack Pro, which paid advances for writers to create publications on its platform,[4] but received criticism for not disclosing which writers were part of Substack Pro.[64] This program ended in 2022.[65]

Substack provides legal advice to its writers through its program, Substack Defender. Lawyers provide a legal review of stories before they are published, and provide advice surrounding cease-and-desist letters related to writers’ work. Substack has committed to covering up to $1 million in fees for cases accepted by Defender lawyers.[8] The program was expanded in 2025 to include a partnership with the Foundation for Individual Rights and Expression.[66]

Criticism

Privacy and security incidents

On July 28, 2020, Substack accidentally exposed users’ email addresses by putting them in the “cc” field instead of “bcc” in a privacy policy update email regarding the California Consumer Privacy Act. It acknowledged the mistake on Twitter.[10]

In February 2026, Substack disclosed an October 2025 security breach in which a third party gained access to email addresses, phone numbers, and other internal metadata.[67] According to The Verge, the data breach was noticed on February 3, 2026,[67][68] and has been fixed. Substack announced that it would perform an investigation to prevent this from happening again.[67][68]

Content moderation and extremism

In 2020, popular platforms such as Twitter, Facebook, and YouTube began restricting or deleting accounts they claimed spread COVID-19 misinformation, and some prominent authors accused of spreading misinformation moved from those platforms to Substack. The Washington Post mentioned Joseph Mercola and Steve Bannon as conspiracy theorists who have moved their online presence to Substack.[69]

In January 2022, the Center for Countering Digital Hate accused Substack of allowing content that could be dangerous to public health. The Center estimated that the company earned $2.5 million per year from the top five anti-vaccine authors alone.[69] The three founders responded via blog post affirming their commitment to minimal censorship.[70][69]

Substack faced further criticism in November 2023 for allowing its platform to be used by white nationalists, Nazis, and antisemites.[71] In an open letter, more than 100 Substack creators threatened to leave the platform[72] and implored Substack’s leadership to stop giving bigotry a platform.[73] In response, Substack co-founder Hamish McKenzie said the company would continue to allow the publication of extremist views because attempting to censor them would make the problem worse.[11][74] Creators like Casey Newton,[75][76][77] Molly White, and Ryan Broderick left the platform as a result.[78]

See also

References

  1.  Mullin, Benjamin (26 May 2022). “Substack Drops Fund-Raising Efforts as Market Sours”. The New York Times. Substack has told investors that it had revenue of about $9 million in 2021
  2.  Fischer, Sara (29 June 2022). “Substack lays off 13 employees, roughly 14% of company”. Axios. Archived from the original on 30 June 2022. Retrieved 30 June 2022.
  3.  “Substack celebrates its first birthday with 25K paying newsletter subscribers”. TechCrunch. 16 October 2018. Archived from the original on 28 June 2022. Retrieved 13 May 2022.
  4.  McKenzie, Hamish (12 March 2021). “Why we pay writers”. Substack Blog. Archived from the original on 13 April 2021. Retrieved 12 April 2021.
  5.  Kafka, Peter (16 October 2017). “Meet the startup that wants to help you build a subscription newsletter business overnight”. Vox. Archived from the original on 28 December 2021. Retrieved 14 July 2020.
  6.  Lorenz, Taylor (29 November 2023). “Newsletter platform Substack takes aim at YouTube”. The Washington Post.
  7.  Oremus, Will. “Analysis | A classic Silicon Valley tactic – losing money to crush rivals – comes in for scrutiny”. The Washington Post. ISSN 0190-8286. Archived from the original on 6 July 2021. Retrieved 29 July 2021.
  8.  Fatemi, Falon. “The Rise Of Substack – And What’s Behind It”. Forbes. Archived from the original on 24 April 2022. Retrieved 29 July 2021.
  9.  Siu, Antoinette (20 July 2021). “Here’s How the Top Newsletter Platforms Challenging Substack Stack Up”. TheWrap. Archived from the original on 16 April 2022. Retrieved 29 July 2021.
  10.  McKay, Tom (28 July 2020). “Substack Just Accidentally Revealed Email Addresses of Tons of Users”. Gizmodo. Archived from the original on 6 March 2022. Retrieved 29 July 2020.
  11.  Hern, Alex (3 January 2024). “Substack faces user revolt over anti-censorship stance on neo-Nazis”. The Guardian. Archived from the original on 21 May 2024. Retrieved 3 January 2024.
  12.  Strauss, Ben (1 June 2020). “Out-of-work sportswriters are turning to newsletters, hoping the economics can work”. The Washington Post. Archived from the original on 4 July 2021. Retrieved 14 July 2020.
  13.  Bilton, Ricardo (5 October 2017). “‘Stratechery as a service’: Substack aims to streamline the creation of independent subscription news sites”. Nieman Lab. Archived from the original on 15 July 2020. Retrieved 16 July 2020.
  14.  Isaac, Mike (19 March 2019). “The New Social Network That Isn’t New at All”. The New York Times. Archived from the original on 10 June 2023.
  15.  Davis, Wes (18 November 2024). “Substack says it could be profitable — but it still isn’t”. The Verge.
  16.  Ha, Anthony (3 June 2019). “Substack expands its subscription platform with discussion threads”. TechCrunch. Archived from the original on 15 July 2020. Retrieved 22 August 2020.
  17.  Ha, Anthony (7 February 2019). “Subscription platform Substack adds podcast support”. TechCrunch. Archived from the original on 15 July 2020. Retrieved 22 August 2020.
  18.  Silvera, Ian. “Why even Substack can’t resist video”. news-future.com. Archived from the original on 27 January 2022. Retrieved 27 January 2022.
  19.  Avery, Dan (9 March 2022). “Substack Debuts iOS App for Reading Newsletters”. CNET.
  20.  Malik, Aisha (4 October 2022). “Substack officially launches its ‘Reader’ Android app”. TechCrunch.
  21.  Testa, Jessica; Mullin, Benjamin (22 November 2024). “Substack Bets on Politics, With Millions at Stake”. New York Times. Retrieved 13 March 2026.
  22.  Cai, Delia (13 April 2023). “Will Substack Notes Save Our Posting Souls?”. Vanity Fair. 13 April 2023. Retrieved 30 April 2023.
  23.  Lorenz, Taylor (11 April 2023). “Substack unveils the product that got it banned from Twitter”. The Washington Post. ISSN 0190-8286. Archived from the original on 12 July 2023. Retrieved 30 April 2023.
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  25.  Hern, Alex (11 April 2023). “Row between Twitter and Substack ends with uneasy truce”. The Guardian. ISSN 0261-3077. Archived from the original on 21 May 2024. Retrieved 30 April 2023.
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  27.  Cohen, David (14 January 2025). “Substack: Who Needs TikTok? We’ve Got Live Video Now, Too”. Adweek.
  28.  Malik, Aisha (11 April 2024). “Substack now allows podcasters to sync and distribute their episodes to Spotify”. TechCrunch.
  29.  Lorenz, Taylor (11 June 2024). “TikTok creators experiment with Substack”. The Washington Post.
  30.  Perelli, Amanda (18 June 2024). “How Substack creators are using chat to grow their communities and revenue — including one who doubled her paying subscribers”. Business Insider.
  31.  Vallese, Zach (23 February 2025). “Substack boosts video capabilities amid potential TikTok ban”. CNBC.
  32.  Gutelle, Sam (16 April 2024). “Substack wants users to put more videos in Notes and share them “across the web””. Tubefilter.
  33.  Weprin, Alex; Huston, Caitlin (16 January 2025). “Whatever Happens to TikTok, Big Tech Is Coming for Its Millions of Creators”. Hollywood Reporter.
  34.  Mastrangelo, Dominick (11 March 2025). “Substack surpasses 5 million paid subscriptions”. The Hill.
  35.  Newcomer, Eric. “SCOOP: Substack in Talks to Raise Financing as It Taps Into the Zeitgeist of Trump II”. www.newcomer.co. Retrieved 17 July 2025.
  36.  Mullin, Benjamin; Testa, Jessica (17 July 2025). “Substack Raises $100 Million, Betting on Subscriptions but Coming Around to Ads”. The New York Times. ISSN 0362-4331. Retrieved 17 July 2025.
  37.  “Substack is launching a TV app, and not everyone is happy”. The Verge. 22 January 2026. Retrieved 27 January 2026.
  38.  Bolies, Corbin (22 January 2026). “Substack Launches TV App for Apple and Google TVs”. TheWrap. Retrieved 13 March 2026.
  39.  Daniels, Chris (11 December 2020). “Journalism’s future or passion project? Breaking down the world of Substack”. PRWeek. Archived from the original on 8 April 2023. Retrieved 25 February 2021.
  40.  Recker, Jane (22 December 2020). “Substack Is Attracting Big DC Journos. Who’s Making the Leap?”. Washingtonian. Archived from the original on 9 April 2023. Retrieved 25 February 2021.
  41.  Smith, Ben (24 May 2020). “The New Model Media Star Is Famous Only to You”. The New York Times. Archived from the original on 18 April 2022. Retrieved 14 July 2020.
  42.  Shephard, Alex (25 May 2020). “Is Email the Future of Journalism?”. The New Republic. Archived from the original on 6 March 2022. Retrieved 16 July 2020.
  43.  Tracy, Marc (23 September 2020). “Journalists Are Leaving the Noisy Internet for Your Email Inbox”. The New York Times. Archived from the original on 5 May 2022. Retrieved 12 October 2020. Writers own their newsletters, and the platform takes a 10 percent cut.
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  66.  Roth, Emma (1 April 2025). “Substack says it’ll legally defend writers ‘targeted by the government'”. The Verge. Retrieved 23 June 2025.
  67.  Weatherbed, Jess (5 February 2026). “Substack data breach exposed users’ emails and phone numbers”. The Verge. Retrieved 3 March 2026.
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