Substack, a platform primarily known for newsletters, is launching a TV app for Apple TV and Google TV. Company announcement The beta app that launched Thursday will allow customers to watch video posts and livestreams on TV created by writers on its platform.

The TV app has a TikTok-like “For You” queue that will highlight videos from these creators along with recommended videos.

Free and paid subscribers can now start using the TV app with access based on their subscription level. Substack plans to add paid content previews for free subscribers in the future. The platform plans to add audio posts and read-alouds, enhanced search and discovery features, app upgrades to paid subscriptions, and dedicated sections for each publication where subscribers can explore all videos from a particular creator.

The move comes as Substack is investing more heavily in video and livestreaming, as it seeks to compete with platforms like YouTube and Patreon for both creators and viewers.

His foray into video began with the launch of Substack Video post In 2022. Then it started allowing manufacturers To monetize videos Early last year. At about the same time, it Livestreaming capabilities have been introduced To all publishers. The company also embraced short-form video, launching a TikTok-like video feed In app of March 2025.

“Substack is home to the best long-form—work creators genuinely care about and customers love to spend time with,” the company wrote. Blog post. “Now these thought-provoking videos and livestreams have a natural home on TV, where consumers can settle in for the extended viewing that great video deserves.”

While Substack sees the launch as the next step in its video ambitions, its announcement comments tell a different story. The top comment on the company’s blog post read: “Please don’t do this. This is not YouTube. Improve the written word.” Another popular comment reads: “You say Substack is the best home for longform writing/authors to ‘Substack is the best home for longform-work…’. I’m trying to evolve, but this seems like another venture capital-fueled idea.”

Other comments reflect similar sentiments, questioning why the platform seems to be shifting its focus from text to video.

It’s worth noting that Substack isn’t the only platform pushing into the living room, like Instagram Recently launched IG for TVA new experience that allows users to watch reels on TV, starting with Amazon Fire TV