Substack is the Worst Platform for Creators

Substack is the worst platform for creators to own and monetize their audiences. 

Substack is content’s “it girl”- shiny-object platform. It’s got tens of millions of users, including journalists, fashion brands, politicians, and more. And for good reason. Writers find it easy to publish and be discovered on it, reducing the friction of building a platform. But that’s exactly the point.

Essentially, Substack is a glorified social network, but instead of short-form posts, it’s for long-form email newsletters.

In other words, it’s just another rented platform.

Substack has grown in cultural relevance because of its social and political capital rather than its actual revenue. It’s unclear whether or not it’s actually profitable, yet it’s valued as a unicorn at over $1B. And all because legacy media and the political class are bought in: journalists from ABC, WaPo, and more, as are political figures like Kamala Harris, RFK, Pete Buttigieg, and more.

However, there are three main problems with Substack: control over end users, increased platform dependency, and prohibitive monetization. 

Control the end user

When you send your fans to subscribe to your publication, they aren’t just joining your list; they're joining the Substack app userbase and becoming followers. This is the main driver of subscriber growth, and the platform takes credit for it.

In turn, users are ceding control of their audience relationship. The platform can send and opt-out of emails on behalf of users, create profiles on their behalf, and prompt readers to download the Substack app—all without the ability to opt out. 

Platform dependency

One of the main selling points for users is that Substack is a “one-stop shop” for all media, hosting your newsletter/blog, podcast, and video. But, like other social platforms, it makes it virtually impossible to leave once you join due to a lack of data portability. 

On any platform, data portability is key to letting creators choose the platforms that serve them best and move as their needs evolve. However, Substack doesn’t allow users to export or import critical user data across platforms, such as paid subscriptions, making it hard to migrate between platforms. This locks users in, stripping them of control over their platform. 

Another point to make is that Substack operates in a closed-loop ecosystem. There is no API integration allowing it to connect with other platforms, so you’re stuck with whatever features they offer. 

This forces you to build on the platform rather than treat it as a tool (think of it like Amazon versus Shopify). Tools like Amazon prioritize building their platform, their brand, and their user base, whereas tools like Shopify help brands build their businesses with their own websites, domains, and customer bases.

Prohibitive monetization

If you’re a creator on Substack who has turned on paid subscriptions, you’re subject to a 10% fee, meaning the platform takes 10% (if not more) of your revenue. Additionally, a recent update requires users to offer Apple’s in-app purchase option, meaning Apple will collect a 30% fee on all subscriptions purchased on Substack through in-app purchases. 

This means Substack will automatically set prices higher in the iOS app so their writers take home the same amount, with any additional costs passed on to readers. Writers can’t opt out of this feature and have to wait 45 days to receive a payout. 

Additionally, the platform offers only one subscription tier, limiting the options for the content or channels you can offer access to. 

Users also can’t add any other revenue streams, such as a tip jar or a sponsorship storefront. Moreover, video makers coming from YouTube and TikTok also miss out on the revenue they receive from the YouTube Partner Program or the TikTok Creator Rewards program by choosing Substack as an all-in-one platform. 

Lastly, Substack is a volume game—you need a lot of $10 subscriptions to make a full-time living as a creator through the platform alone. 

Other issues to consider

• Allow hateful speech: They allow hateful speech on the platform in direct contradiction of their policies, saying they don’t moderate “based on public pressure or PR considerations.”

• Prohibits selling: According to their content guidelines, “Substack is intended for high-quality editorial content, not conventional email marketing,” which contradicts their promise of getting you paid subscribers (you need to sell to get people to subscribe to you)

All in all, Substack is no different from a skeezy SaaS company that’s engaging in unethical practices to inflate its user base without actually caring about its users. They make it so writers and creators can build a platform—but only on their platform. 

At this rate, it’s going the way of WeWork, Uber, and every other billion-dollar unicorn startup—hot in the moment, duct taped together from the inside, and eventually will see its fall from grace.

And we can’t forget building a media monopoly along the way. 

Ownership matters

Now, I’m not saying not to go long-form or to diversify off social. I’m saying choose your platforms wisely because the ones you choose matter. No platform is perfect, but some are definitely better than others. Other options besides Substack are Beehiiv, Ghost, Buttondown, or just a simple blog.

As creators, we should care about the ownership of our content and our audience. The platforms we use should be a tool to support our own ambitions rather than those of the platforms we choose to build on. And if ownership matters to you, choose platforms that support it.