Substack is breaking new ground in the world of app startup ideas by launching a TV app for Apple TV and Google TV. This game-changing move marks a significant shift for the platform, which has traditionally been known for its newsletters.
The beta app will allow subscribers to watch video posts and livestreams created by authors on Substack's platform. A key feature is the "For You" row, reminiscent of TikTok, that highlights videos from creators and recommends others based on individual viewing habits. Both free and paid subscribers can now access the TV app, with content availability determined by their subscription tier.
In the future, Substack plans to add features such as paid content previews for free subscribers, audio posts and read-alouds, enhanced search and discovery capabilities, in-app upgrades to paid subscriptions, and dedicated sections for each publication where subscribers can explore all videos from a specific creator. This expansion is part of Substack's ongoing efforts to invest in video and livestreaming, competing with platforms like YouTube and Patreon for both creators and viewers.
Substack has been quietly building its video capabilities over the past few years. It started by introducing video posts back in 2022 and then enabled creators to monetize videos early last year. The company also rolled out livestreaming capabilities to all publishers around the same time. Most recently, it launched a TikTok-like video feed within its app in March 2026.
According to Substack's blog post, "Substack is the home for the best longform—work creators put real care into and subscribers choose to spend time with." Now, these thought-provoking videos and livestreams have a natural home on TV, where subscribers can settle in for extended viewing that great video deserves.
While Substack sees this launch as the next step in its video ambitions, comments on its announcement tell a different story. Many users are concerned about the platform's shift away from written content, with some calling it a "YouTube clone" and others expressing disappointment at the apparent devaluation of long-form writing.
As Substack continues to push the boundaries of app startup ideas, it's clear that video is here to stay. With its TV app now available for Apple TV and Google TV, the platform is poised to make a significant impact on the world of digital content creation.