Timeline of Substack

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This is a timeline of Substack, a United States online platform that provides users with tools to publish paid (or free) subscription newsletters.

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Summary by year

Time period Development summary More details
2017 Substack is founded 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.[1][2]
2018 Early Success Substack attracts initial users and begins to grow its user base, offering writers the ability to earn money through paid subscriptions.[3]
2019 Funding and Growth Substack raises $15.3 million from investors including Andreessen Horowitz, Y Combinator, and Fifty Years, facilitating further expansion.[3]
2020 Growth and Prominence Substack grows in prominence as several well-known opinion journalists, including Heather Cox Richardson, Glenn Greenwald, Andrew Sullivan, and Matt Taibbi, abandon their longtime employers to start their own subscriptions on the platform. During this time, Substack refines its revenue-sharing model, taking a 10% cut of the revenue generated by paid subscriptions and introducing features like tipping.[4][3]
2022 User Base Expansion Substack reports over 500,000 paid subscribers and more than 100,000 writers, solidifying its position as a leading newsletter platform.[3]
2023 Evolution Substack evolves into a platform with algorithmically ranked digests and mutual user recommendations.[5]

Full timeline

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We include:

  • Covered updates.

We do not include:

  • Staff additions

Timeline

Year Month and date Event type Details
2017 May Initial launch Substack is launched by Chris Best, Jairaj Sethi, and Hamish McKenzie[6] with the mission to make it simple to start publications that make money from subscriptions.[7]
2017 October 16 Founding Substack is founded in San Francisco, California, by Chris Best, Jairaj Sethi, and Hamish McKenzie. The platform aims to provide independent writers with a way to publish newsletters and monetize their content through subscriptions, offering simple infrastructure for email newsletters without heavy content moderation.[8][5][3][9][10]
2017 October 18 Launch Bill Bishop launches the first paid newsletter on Substack, marking its official introduction to the public. The success of this launch demonstrates the platform's potential for monetizing content through subscriptions.[8]
2018 May 1 Funding Substack receives its first seed funding round where they raise $2 million. Investors in this round include Fifty Years, Garage Capital, and several others. This initial capital helps Substack establish its platform and start attracting writers and subscribers.[11]
2019 February 7 Service Substack introduces podcasting features, enabling podcasters to monetize their content through paid subscriptions. Substack aims to attract audio creators by providing a platform for producing and distributing podcasts, complementing its existing newsletter service. This move highlights the growing trend of audio content and the potential for revenue generation in the newsletter space, especially as creators seek new avenues to engage and monetize their audiences.[12][13][14]
2019 July 17 Funding Substack experiences significant growth with its Series A round, securing $19.1 million. The funding is led by prominent investors such as a16z and Y Combinator. This round marks a pivotal moment for Substack, allowing them to expand their team, enhance their platform features, and attract more high-profile writers to their subscription-based publishing model
2020 April 6 Expansion Substack Notes is announced as a feature designed to rival Twitter by offering a space for short-form posts alongside Substack’s long-form newsletters. Substack Notes allows creators to engage with their audience through brief updates, similar to social media platforms, while also integrating with their broader content. This launch leads to tensions with Twitter, especially after Elon Musk restricted the visibility of Substack links on the platform.[5][15][16][17]
2020 July 30 Growth A Business Insider article details how Substack saw its user base double and revenue increase by 60% during the first three months of the COVID-19 pandemic. This growth was driven by readers with more time at home and writers from traditional media seeking new monetization methods.[18]
2020 August 4 Coverage/Team An article discusses Chris Best, CEO and co-founder of Substack, focusing on his background, entrepreneurial journey, and vision for the platform. Best's leadership had guided Substack into becoming a major player in the newsletter industry, providing writers with a direct way to monetize their content. The piece highlights how Best's approach prioritizes independent writers and fosters a creative ecosystem free from traditional media gatekeeping.[19]
2020 November 17 Criticism An article from *The Guardian* critiques Substack for its growing influence in the media landscape. The piece argues that Substack's model, which allows writers to earn directly from subscribers, disrupts traditional media but also raises concerns about the platform's role in shaping public discourse, its lack of editorial oversight, and the potential for fostering echo chambers. The article questions whether Substack's rise will ultimately benefit or harm the broader media ecosystem.[20]
2020 December 2 Growth An article from NPR explores the growing trend of journalists transitioning from social media to Substack, in search of more creative control and financial independence. Frustrated with the pressures of traditional media and social media's algorithm-driven environment, these writers are attracted to Substack's model, which allows them to directly connect with their audience and monetize their work through subscriptions. While this shift provides new opportunities, it also raises concerns about the long-term sustainability of this model and its impact on traditional journalism.[21]
2020 December 16 Update Substack's launches an RSS reader feature, allowing users to manage and read their newsletter subscriptions in one place. This move aims to streamline the experience for Substack users by integrating newsletters into a familiar format, enhancing accessibility and user engagement on the platform. The feature reflects Substack's broader strategy to become a more comprehensive tool for both writers and readers.[22]
2020 December 28 Review Anna Wiener at the The New Yorker writes 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."[23]
2021 January 28 Competition Twitter's acquisition of Revue, a newsletter platform, marks its entry into the email subscription business, directly competing with Substack. Revue offers similar services to Substack, which has been popular among journalists for monetizing newsletters. Twitter’s move includes reducing Revue's fee to 5% and plans to integrate newsletter subscriptions with Twitter accounts. Despite Twitter's vast resources and potential advantages, analysts like Ben Thompson caution that successful execution is crucial. Substack, backed by significant investments and notable writers, may still hold a strong position in the market. Critics question if Substack perpetuates media inequities by favoring already influential voices.[24]
2021 March 17 Statement Substack publishes a statement titled Substack is for independent writers, which emphasizes the platform's support for independent writers, offering them tools to build direct relationships with their readers and retain creative control over their content. Substack promotes freedom from traditional media constraints and highlights its commitment to helping writers monetize their work through subscriptions. The platform enables writers to engage with audiences directly, empowering independent journalism and content creation.[25][26]
2021 March 19 Controversy Substack faces backlash from some writers, like Jude Doyle, who leave due to the platform's support for controversial authors accused of hate speech. Substack's business model, which includes paying large advances to attract high-profile writers, causes further tension. By this time, the lack of transparency regarding these deals and concerns about supporting divisive figures have led to criticism. With competitors like Facebook and Twitter entering the newsletter market, Substack risks losing writers. The company's identity crisis between being a platform and a publisher exacerbates these issues, challenging its long-term stability.
2021 March 24 Criticism An article by Eric Levitz argues that while Substack has been criticized for its secretive financial arrangements and potentially misleading new writers about the profitability of newsletter writing, these issues are not unique to Substack but are endemic to the entire journalism industry. Levitz suggests that the real problem lies in the broader structural challenges faced by the media, including the collapse of traditional revenue models and the resulting mass underemployment of journalists. He proposes that a solution to these deeper issues might require public financing of journalism to support its vital civic function.[4][27]
2021 April 13 Criticism An article critiques Substack's introduction of a pro program aimed at high-profile writers. Critics argue that this program creates a disparity between well-known authors who can secure lucrative deals and lesser-known writers who struggle to gain visibility. The article discusses concerns about how the program might reinforce existing inequalities in the media industry and potentially undermine the platform's original goal of democratizing content creation and providing opportunities for a diverse range of voices.[28]
2021 April 23 Competition An article discusses Substack's strategy of attracting prominent journalists from traditional media outlets like The New York Times by offering lucrative financial incentives and greater editorial freedom. This approach intensifies competition in the media industry as Substack aims to build a robust subscription-based model, challenging established media companies' dominance. The piece explores the implications of this shift for journalism and the broader media landscape.[29]
2021 May 6 Update Substack launches a new feature called "Sections", which allows writers and content creators to manage multiple newsletters or podcasts within one main publication, akin to traditional media outlets. Subscribers can choose which sections of the publication they want delivered to their inbox, potentially intensifying competition with established media organizations. This development underscores Substack's growing influence in the digital content space.[30]
2021 May 30 Funding Substack confirms US$65 million raise in new venture capital funding that values the company at around US$650 million. Andreessen Horowitz leads the investor round.[31][32]
2021 June 7 Competition An article by Wired compares Ghost and Substack, two popular platforms for independent publishers. It explores the distinct features each platform offers, such as Ghost’s open-source software and customizable design options, versus Substack’s user-friendly interface and built-in subscriber management tools. The article also highlights how each platform supports different publishing models, catering to creators seeking control over content and monetization.[33]
2021 June 29 Competition Facebook launches Bulletin, a newsletter platform designed for creators and publishers to connect with their audiences. Bulletin allows users to create and distribute newsletters directly through Facebook, aiming to enhance engagement and provide a monetization option for content creators. This initiative reflects Facebook's broader strategy to diversify its offerings and compete with other platforms like Substack, focusing on community-building and direct communication.[34][35][36]
2021 August 9 Coverage A New York Times article explores how Substack expands beyond traditional text-based newsletters to include comic books. This move highlights Substack’s growing versatility as a platform, attracting comic book creators who seek a direct connection with their readers and more control over their work. The article discusses several prominent comic artists who are using Substack to serialize their comics, offering exclusive content to subscribers and leveraging the platform’s subscription model to monetize their creations effectively.[37]
2021 August 12 Coverage An article from Rest of World discusses Substack's international expansion efforts, focusing on how the platform is attracting writers and journalists outside the United States. As Substack grows globally, it aims to diversify its user base by offering local-language support and adapting to different cultural and market dynamics. By this time, the platform's model gains traction among international creators who seek financial independence and greater control over their work.[38]
2021 September Funding Substack raises a $65 million Series B round led by Andreessen Horowitz, valuing the company at $650 million and emphasizing its rapid growth and market potential.[8]
2021 September 21 Notable writer It is reported that Chuck Palahniuk, author of "Fight Club," is set to release a new book through Substack. Palahniuk's decision to use the platform reflects a broader trend of authors and creators leveraging Substack to reach their audiences directly. The new book would be serialized on Substack, allowing subscribers to engage with the content as it is published and interact with Palahniuk through the platform. This move represents an innovative approach to publishing, enabling Palahniuk to connect more personally with his readers and explore new formats for storytelling.[39]
2021 October 5 Notable writer Filmmaker Michael Moore's moves to Substack. Moore's decision to utilize Substack reflects a growing trend among prominent media figures seeking greater control over their content and direct engagement with their audience. The article highlights Moore's intent to share exclusive content and insights through his Substack newsletter, capitalizing on the platform's ability to facilitate personal connections with subscribers while offering financial independence from traditional media outlets.[40]
2021 November 16 Growth Substack surpasses one million paid subscriptions, signaling significant growth and the platform's increasing influence in the media landscape. The company claims that these subscriptions represent new revenue for writers, not a shift from traditional media. High-profile writers like Glenn Greenwald, Matt Taibbi, Bari Weiss, and Matt Yglesias contribute to this success. In response, legacy media outlets like The New York Times and The Atlantic launch paid newsletter programs to retain and attract top writers. This trend would prompt new platforms like Lede and Workweek to offer hybrid options, balancing newsroom support with writer independence.[41][42]
2022 January 27 Controversy Substack faces criticism for hosting and profiting from content by anti-vaccine advocates like Joseph Mercola, who spreads debunked claims about COVID-19 vaccines. While major social media platforms ban or restrict such content, Substack's more lenient policies allow these figures to gain significant followings and generate substantial revenue. Substack argues that tolerating diverse viewpoints is essential for fostering trust in information, but critics warn that this approach may enable the spread of harmful misinformation. The platform's business model, which includes a 90-10 revenue split between authors and the company, draws scrutiny as it generates millions from controversial content.
2022 January 31 Growth An article discusses Substack’s entry into the comic book publishing arena, including its plans to relaunch and support comic book creators. It details how Substack aims to provide a new platform for comic artists to reach audiences through serialized content and direct subscriptions. The article highlights the potential benefits for creators, such as creative control and a direct revenue stream, while also noting the challenges and competition in the evolving digital publishing landscape.[43]
2022 March 9 Controversy An article from Mashable discusses why some Substack creators, such as Grace Lavery, are leaving the platform. Lavery, a trans woman and University of Berkeley professor, departed due to Substack's failure to enforce its content guidelines against harassment and misinformation, particularly around transphobic content. This exodus includes other writers like K. Tempest Bradford and Kirsten Han, who criticize Substack's hands-off approach to content moderation. By this time, the platform's stance on free speech, prioritizing minimal censorship, has attracted controversial figures spreading misinformation and hate speech, which would drive many creators away despite Substack's financial appeal.[44]
2022 March 10 Coverage An article highlights why users should switch to Substack's new app, emphasizing its streamlined reading experience, enhanced community engagement, and better notifications compared to email newsletters. The app makes it easier to follow writers, interact with content, and stay updated on new posts without the clutter of a traditional inbox. It’s also a centralized hub for both readers and writers, offering a focused, ad-free environment for consuming content.[45]
2022 April 5 It is reported that Substack rejected the idea of hiring Twitter employees who were considering quitting due to Elon Musk's potential acquisition of the platform. Substack's leadership indicates they were uninterested in onboarding individuals who disagreed with Musk's free speech principles. This situation arises during a period of uncertainty about the future direction of Twitter following Musk's public interest in taking over the company.[46]
2022 April 8 Service error A Substack bug is reported causing users to receive duplicate email newsletters. This issue leads to confusion and frustration among subscribers, with some users accidentally being subscribed to the same newsletter multiple times. Substack acknowledges the problem, reassuring users that it is a technical error and not related to any malicious activity. The bug underscores the challenges of managing large-scale email distribution systems.[47]
2023 April 7 Competition Twitter restricts users from liking or retweeting posts that contain links to Substack. This action by Twitter limits the visibility and engagement of Substack content on its platform. The restriction raises concerns among users and creators who rely on both Twitter and Substack for content distribution and audience engagement.[48]
2022 April 13 Coverage A New York Times article discusses Substack's growth in the newsletter space. Despite facing challenges such as criticism from traditional media and competition from other platforms, by this time Substack managed to attract prominent writers and expand its user base. The platform's subscription-based model is described as appealing to both writers and readers, fostering a direct connection between them.[49]
2022 May 20 Coverage A review of the Substack blogging platform on Creative Bloq praises its ease of use, especially for writers looking to monetize their content through newsletters and paid subscriptions. It highlights the platform's minimalist design, strong community-building features, and options for both free and paid tiers. Substack is recommended for creators who want an alternative to traditional blogging platforms with built-in email services. However, it also notes some limitations in customization and design flexibility.[50]
2022 June 29 Substack lays off 13 employees, roughly 14% of its workforce, in response to challenging economic conditions. The layoffs are part of a broader strategy to cut costs and extend the company's financial runway. [51]
2022 August 3 Competition A Search Engine Journal article reviews 11 Substack alternatives, focusing on newsletter platforms and their features. It explores platforms like Ghost, Mailchimp, and Revue, comparing how they work, their pricing structures, and the tools they offer for creators looking to monetize newsletters or build subscription-based content. The piece is useful for creators looking for alternatives to Substack, depending on their needs for customization, open-source options, or audience reach.[52]
2022 September 26 Update Substack introduces a new RSS feed reader, which is made available on both web and mobile, offering users a simple way to follow content from Substack and other websites. It resembles the experience of Google Reader, with a clean interface for managing multiple subscriptions. This allows users to access their favorite newsletters and other sources in one place, improving the reading experience and making content discovery more intuitive.[53][54]
2022 September 29 Acquisition Substack acquires YEM (Youth Engagement Manager), a platform designed to help creators and organizations connect with younger audiences. This acquisition aligns with Substack's broader strategy to expand its subscription marketing tools and offer more features for creators to engage with their audiences. YEM’s technology is expected to help Substack enhance audience outreach, particularly in targeting and managing younger demographics through newsletters.[55][56][57]
2022 October 25 Digital collection George Orwell's works, including his iconic essays and novels, are published on Substack, a platform traditionally used for newsletters. The Orwell Foundation, which manages the literary estate of the late author, collaborated with Substack to make Orwell’s writings accessible to a broader audience, aiming to introduce his work to new readers in the digital age.[58]
2022 November 3 Update Substack introduces a chat feature for iOS users, allowing newsletter creators to engage with their audiences through live conversations. This feature lets subscribers communicate directly with writers in a chat format, enabling real-time discussions within the app. The update aims to enhance interaction between writers and their followers, fostering a sense of community while keeping the audience engaged with the content.[59][60]
2023 January 26 Product expansion Substack introduces private Substacks, where creators can control who subscribes to their newsletters by requiring readers to request access. This feature enhances the platform's flexibility, allowing writers to curate exclusive content for specific audiences. It builds on Substack's ongoing efforts to offer more customizable subscription options and boost user engagement by adding another layer of control over newsletter distribution.[61][62][63][64][65][8]
2023 February 9 Revenue An article reveals that the 27 highest-earning newsletters on Substack generate over $22 million annually, with at least five making $1 million each per year. These top newsletters cover a range of topics, including politics, culture, and niche interests. Notable high earners include Heather Cox Richardson’s "Letters from an American," which brings in around $5 million annually. The analysis underscores Substack's potential as a lucrative platform for writers, particularly those with significant followings.[66]
2023 March 28 Funding Substack launches a community fundraising round, inviting newsletter writers to invest in the company. This initiative follows a challenging financing environment that had led Substack to shift toward self-sustainability through new revenue streams and cost-cutting. Founders Chris Best, Hamish McKenzie, and Jairaj Sethi emphasize that allowing writers to own a stake strengthens the platform’s network. The round, an extension of Substack's $65 million Series B from 2021, aims to raise $2 million, with $194,300 already secured. The minimum investment is $100, prioritizing Substack writers. At the time, over 17,000 writers earn money through the platform.[67]
2023 April 17 Coverage An article explores how Substack provides financial and editorial freedom for investigative journalists, allowing them to publish independently. By this time, its growth during the COVID-19 pandemic had been significant, boasting two million paid subscriptions by early 2023. Substack's benefits include built-in monetization, design support, and the Defender program for legal assistance. However, challenges such as sustaining an audience, publishing frequency, and monetization persist. Case studies like Geneva Health Files, SoCal Water Wars, Undue Influence, and 18 Degrees North Investigations highlight both the platform's potential and the hurdles faced by journalists in building a successful, independent investigative journalism presence.
2023 May 30 Funding Substack continues to attract investment with an additional $3.29 million raised in a Series B extension round. While smaller compared to the previous Series B round, this funding is aimed at specific growth initiatives or strategic investments to further bolster their platform capabilities or market reach.
2023 June 1 Competition WordPress introduces a new feature that allows users to create paid newsletters, directly competing with Substack. This update enables users to monetize their newsletters by adding paid subscriptions and premium content, even on the free plan. WordPress.com would charge a transaction fee starting at 10% for free plan users, decreasing to 0% for paid plans. Payments are processed through Stripe. This move leverages WordPress's extensive customization options and large user base, providing an attractive alternative for newsletter creators looking to expand their offerings beyond just newsletters to include websites and online stores.[68][69][70]
2023 June 5 Update Substack introduces new video features, enabling creators to integrate video content into their newsletters and subscriptions. This update allows users to upload and share videos directly on Substack, providing an additional revenue stream and expanding content options beyond traditional text-based newsletters. This feature enhances the platform's capabilities, aiming to support creators in building richer and more engaging content for their subscribers.[71]
2023 June 27 Competition An article discusses on Substack facing increased competition from platforms like WordPress and Beehiiv as it emerges from a period of defensive retrenchment. Despite setbacks, including controversies and layoffs, Substack remains a popular choice for many high profile writers. By this time, the platform has its Twitter-like Notes feature, which led to tensions with Twitter, notably under Elon Musk. Meanwhile, legacy media and newer platforms offer competitive newsletter options, with WordPress launching paid newsletters and Beehiiv securing $12.5 million in funding to expand its offerings. Substack cofounder Hamish McKenzie emphasizes the importance of helping writers grow to justify their 10% fee amidst this competition.[72]
2023 August 2 Notable writer Writer, interviewer, and podcaster Madeleine Dore reflects on her first year on Substack, embracing her inconsistent writing style and leveraging it alongside the support of paying readers to create a consistent schedule for paid content. She emphasizes the value of starting without perfect clarity, allowing her newsletter "On Things" to evolve organically. Dore advises against the comparison trap, preferring personal commitment over external metrics, and warns of the unsustainable pursuit of growth. Her measure of success focuses on personal fulfillment rather than subscriber numbers. Looking forward, she expresses plans to expand offerings for paid subscribers and sustain her independent writing career with diverse content and community engagement. This provides insights into how Substack serves as a platform that enables writers to embrace their unique writing styles and build a community around their creative pursuits.[73]
2023 August 10 Coverage Casey Botticello publishes an article detailing the history and impact of Substack on independent journalism and traditional media. The page provides a detailed history of Substack, tracing its origins from its founding in 2017 to its rise as a prominent platform for independent writers. It highlights key milestones, such as the introduction of features like newsletters, podcasts, and subscription models that empower writers to monetize their content. The page also addresses the platform's evolution in response to market demands and controversies surrounding content moderation and freedom of expression.[3]
2023 August 14 Update Substack introduces a new feature allowing users to follow writers without subscribing to their newsletters. This feature lets followers stay updated on writers' activities, publications, and interactions through Substack's Notes feed and profiles. Positioned as a way to expand writers' audiences within Substack's network, the feature aims to complement, rather than replace, paid subscriptions.[74]
2023 August 15 Update Substack introduces a "Follow" button to make its platform more social network-like. This feature allows users to follow writers without subscribing to their newsletters, helping writers grow their audience. Followers can stay updated on writers' activities through the Notes feed and profiles. The platform aims to encourage subscriptions by notifying followers of new posts and milestones, making it easier to convert follows into subscriptions. This move aligns with Substack's strategy to compete with X (formerly Twitter) and expand beyond being just a newsletter platform.[75]
2023 August 31 Update Substack introduces AI-powered tools for audio transcription, enabling creators to automatically convert audio content into text. These tools aim to make newsletters more accessible by providing accurate, searchable transcripts for podcasts or other spoken content. The update, which leverages AI for efficiency, is part of Substack's broader push to enhance creator tools and improve user engagement. The feature also supports editing and formatting of transcriptions, which can be directly integrated into newsletters, enhancing the content creation process.[76][77][78]
2023 September 17 Coverage An article discusses how Substack newsletters became a significant trend in the literary world, offering writers a platform to connect directly with readers, generate income, and explore niche topics. Notable authors like Bri Lee, Salman Rushdie, and Chuck Palahniuk use Substack to publish content ranging from personal essays to serialized novels. The platform allows for a mix of free and paywalled content, supported by reader subscriptions. While some authors use Substack to provide early access to forthcoming works, others, like George Saunders and Mary Gaitskill, focus on essays, reviews, and literary criticism. However, the article notes that maintaining a regular newsletter can be demanding and may not be sustainable for all writers. Despite challenges, Substack remains a popular and accessible platform for literary and journalistic content.[79]
2023 September 20 Update Substack redesigns its mobile app to enhance discovery and engagement, featuring a new Home experience with a reading queue at the top for easier browsing and post sharing. This queue prioritizes new posts from paid subscriptions and frequently read content. Additionally, a discovery feed showcasing notes and post recommendations is introduced. The inbox is moved to the center tab with improved filtering, while notifications are placed in the top bar. Substack announces aim to make its platform more social, encouraging writers to share notes to attract and convert readers into subscribers.[80]
2023 October 20 Update Substack's new update allows users to share links more freely, taking a subtle jab at X (formerly Twitter), which restricts Substack links. The update enhances content distribution by making link-sharing more straightforward and convenient for writers and readers on Substack. This move is seen as part of an ongoing rivalry between Substack and X, especially as both platforms cater to writers and content creators.[81]
2023 November 29 Update Substack expands its services into video content, introducing new tools for creators to upload, manage, and monetize videos directly on its platform. This move positions Substack to compete with established platforms like Patreon and YouTube, aiming to attract creators who want to integrate video with their existing written content. The shift highlights Substack's strategy to diversify its offerings and impact the creator economy by providing an alternative to traditional video platforms, potentially altering how content creators engage with their audiences and manage revenue streams.[82][83]
2023 December 15 Controversy Over 100 Substack writers, including prominent figures like George Washington professor Dave Karpf, sign a letter condemning Substack for allowing neo-Nazi and white supremacist writers, such as Richard Spencer, to monetize their content on the platform. Despite Substack’s terms prohibiting content inciting violence based on race, gender, ethnicity, and religion, a report by The Atlantic reveals several accounts linked to extremist leaders. Substack, known for its "hands-off" approach to content moderation, faces significant backlash but also receives support from some high-profile writers advocating for its current policies. The company declines to comment on the criticism.[84]
2023 December 16 Coverage An article emphasizes Substack's commitment to preserving the importance of human creativity in writing, despite the rise of AI-generated content. By this time, Substack, once a niche platform, had grown significantly, attracting writers and publications. Co-founder Hamish McKenzie asserts that artificial intelligence cannot replicate the meaningful human connections central to culture-making through writing. Substack affirms that human-to-human relationships and genuine storytelling will remain irreplaceable, addressing the growing concerns of AI replacing human authorship.[85]
2024 January 3 Controversy Substack experiences a user revolt after its CEO defended hosting and handling payments for neo-Nazis on the platform, citing anti-censorship reasons. Chief Writing Officer Hamish McKenzie states that while Substack opposes Nazi views, it believes censorship exacerbates the problem. Prominent newsletter writers, including Casey Newton of Platformer, threaten to leave if Substack doesn't remove pro-Nazi content. By this time, Talia Lavin moved her newsletter to Buttondown. Substack, taking a firm stance against content moderation, remains committed to free expression despite criticism and potential revenue losses. The platform also faces scrutiny over its opaque Substack Pro service.[86]
2024 January 4 Notable writer Eric Newcomer, founder of the Substack newsletter "Newcomer," reports earning over $1 million in 2023. By this time, his newsletter, focused on startups and venture capital, has more than 75,000 free subscribers and over 2,000 paying $200 annually. Newcomer, who left Bloomberg in 2020, also generates revenue through an ad-supported podcast and events. His business, profitable with substantial cash reserves, remains independent without external funding. To expand, Newcomer hired his first reporter and plans more events. While expressing concerns about Substack's handling of pro-Nazi content, he credits the platform for facilitating his transition to independent journalism. [87]
2024 January 4 Controversy Casey Newton publishes an article on Platformer criticizing Substack's policy on not demonetizing or removing openly Nazi accounts, sparking significant public debate.[5]
2024 January 17 Update Substack introduces of a report feature in response to ongoing controversies over content moderation and freedom of expression. This feature allows users to flag content that violates Substack's community guidelines, addressing concerns about harmful or misleading information. The move highlights Substack's efforts to balance content freedom with user safety, as debates around online platform responsibility continue.[88]
2024 January 29 Update Substack launches new tools to support international writers and audiences, including local payment methods, support for more currencies, and default language settings for newsletters. By this time, the platform supports payments in 13 currencies such as USD, EUR, and BRL, removing the need for users to deal with dollar conversion rates. European subscribers can use local payment methods like direct debit. It is observed an 85% increase in paid conversions when local payment options are available. Additionally, Substack introduces default language options for newsletters, supporting Spanish, French, Italian, German, and Portuguese. However, geo-specific pricing is not yet available.[89]
2024 February 6 Coverage An Axios article discusses how Substack assists creators in selling advertisements. By this time, Substack, is expanding its services to support creators in monetizing their content through ad sales. This initiative aims to provide more revenue opportunities for writers and content creators using Substack, allowing them to maintain financial independence while growing their audience.[90]
2024 February 22 Userbase Substack announces a milestone of over 3 million paid subscriptions, up from 2 million last year and 1 million in 2021. The platform raised significant funding based on achieving a critical mass of subscribers. Efforts to enhance its recommendations feature have contributed to subscriber growth, with plans to expand this feature to include more newsletters. Substack monetizes by taking a 10% cut from paid subscriptions, supporting writers and podcasters. While exploring new revenue avenues like aiding creators in selling ads, Substack continues to evolve its model amid ongoing growth opportunities.[91]
2024 February 28 Update Substack introduces direct messaging (DM) capabilities, enabling writers and readers to send private one-on-one messages, similar to features on social networks like X (formerly Twitter) and Instagram. This optional feature can be disabled, and DMs can be initiated from profiles or the Chat tab. Messages from non-connections land in a "Requests" folder. Writers can limit DMs to paid members. This addition is part of Substack’s evolution into a social network, following the launch of its Notes feature.[92]
2024 April 11 Partnership Substack partners with Spotify to allow Substack podcast creators to distribute their content, both free and premium, on Spotify. This integration, part of Spotify Open Access, aims to expand the reach of Substack podcasts like Rich Text, Split Zone Duo, and Culture Study to Spotify’s 602 million monthly active users. From this time, podcast creators can effortlessly add Spotify distribution, enabling listeners to link their Substack and Spotify accounts or subscribe via Substack to access premium content. This partnership aims to enhance the podcast experience for both creators and subscribers, providing broader accessibility and control over content and revenue.[93]
2024 April 16 Update Substack enhances its Notes feature, a key revenue source for some creators, by making it easier to embed videos. Introduced a year earlier, Notes are designed for short, engaging updates, similar to tweets or snaps. These posts can now be embedded on external sites, increasing their reach. Substack also upgrades its video player, enhancing monetization options and making paywalls more flexible. This update is expected to make Notes more valuable and engaging. Testimonials highlight the revenue potential, with one creator earning $8,000 from a single short post. Substack's enhancements aim to expand the platform's influence across the web.[94]
2024 April 22 Competition Ghost, an open-source competitor to Substack, announces its plans to integrate with the fediverse in 2024. This move would allow Ghost's blog and newsletter authors to become part of the federated network, enabling users to follow, like, and interact with their content from various federated platforms like Mastodon, Threads, and others. This integration utilizes ActivityPub, similar to how WordPress interacts with the fediverse, enhancing user engagement and content distribution across decentralized networks. Ghost aims to add millions of users to the fediverse and provide more diverse subscription options, including email, RSS, and ActivityPub.[95]
2024 May 1 Update Substack announces updates to its Chat feature, allowing newsletter creators to paywall chat access for paid subscribers or founding members. Free subscribers and non-subscribers need to upgrade to access these chats. The updates also include improved navigation and usability, such as chat search on web and iOS, better access to notifications, and real-time messaging for live event participation. These enhancements aim to facilitate direct engagement between writers and their audiences, supporting Substack's growth alongside features like Notes and DMs.[96]
2024 June 5 Update Substack adds video capabilities to its Chat feature, allowing writers to share videos with subscribers. This follows the introduction of video to Notes, Substack’s short-form content platform similar to X/Twitter. The new feature aims to enhance communication between newsletter creators and their audiences, enabling them to share exclusive content and updates. Writers can upload or record videos up to five minutes long, add captions, and choose to put videos behind a paywall. Subscribers receive push notifications for new videos. This addition positions Substack as a competitor to social media platforms, expanding its appeal to various types of creators.[97]
2024 June 11 Update Substack launches the Substack Creator Studio, a year-long incubator program for TikTok creators to expand their reach and businesses. The program supports influencers like Coco Mocoe, Gabi Jones, and Jeauni Cassanova in using Substack's multimedia platform, which now includes video capabilities. This initiative aims to help creators move beyond TikTok’s algorithm-driven model, offering a more direct way to connect with audiences. Substack allows creators to charge for paywalled content and provides additional support to those in the program. The platform seeks to attract creators by offering a stable, responsive alternative to other social media platforms.[98]
2024 August 8 Update Substack introduces a mobile app that allows users to easily access and engage with newsletters while on the go. It aims to become a more versatile tool for both writers and readers, encouraging deeper interaction. Additionally, Substack attempts to position itself as an alternative to traditional social media, allowing creators to bypass platforms like Twitter and Facebook, giving them more control over their audiences and content.[99][100]
2024 September 19 Influence An article from Town & Country highlights how Substack is influencing fashion and online shopping trends by allowing designers, brands, and influencers to connect directly with consumers through newsletters. This direct-to-consumer approach promotes more personalized and curated shopping experiences, blending editorial content with fashion product recommendations. It reflects a growing trend of leveraging Substack’s platform for marketing and e-commerce purposes, allowing creators to build loyal audiences while driving sales.[101]

Numerical and visual data

Monthly active users

As of February 2023, Substack had over 20 million monthly active subscribers. In January 2024, the platform had 49.4 million unique visitors, a 41.95% increase since August 2023. This growth is reflected in monthly unique visitor counts, which rose from 34.8 million in August 2023 to 49.4 million in January 2024.[102]


Year Month Unique Visitors (millions)
2023 August 34.8
2023 September 38.0
2023 October 39.8
2023 November 38.9
2023 December 45.9
2024 January 49.4
Substack unique visitors.PNG

Paying subscribers

As of February 2021, Substack has over 500,000 paying subscribers, with notable growth since July 2018, when it had only 11,000 subscribers. Despite this rapid increase, Substack would no longer publicly update the number of unique paying subscribers.[102]

Year Month Paying Subscribers
2018 July 11,000
2018 October 25,000
2019 April 40,000
2019 July 50,000
2020 March 100,000
2020 September 250,000
2020 December 250,000+
2021 February 500,000+
Substack paying subscribers.PNG


Funding

Substack has raised a total of $90.2 million through five funding rounds, with notable investors including Y Combinator and Andreessen Horowitz. The funding journey started with $120 thousand in January 2018 and culminated in a Series B round of $65 million in March 2021, along with a community fundraising of $7.8 million.[102]

Year Month Funding Round Funding Amount (millions)
2018 January Pre Seed $0.12
2018 April Seed $2.00
2019 July Series A $15.3
2021 March Series B $65.0
2023 April Community Fundraising (Wefunder)[103] $7.8
Substack fundraising fixed.PNG

Top author earnings

The annual earnings of the top 10 authors on Substack have shown a significant and steady increase from $7 million in September 2020 to $25 million by October 2022. This consistent growth reflects the platform's rising popularity and success in attracting both authors and subscribers, leading to higher revenue generation over the two-year period.[102]

Year Month Annual Earnings (in millions of dollars)
2020 September $7
2020 December $10
2021 February $15
2021 October $20
2022 October $25
Substack Author Earnings.png

Meta information on the timeline

How the timeline was built

The initial version of the timeline was written by Sebastian.

Funding information for this timeline is available.

Feedback and comments

Feedback for the timeline can be provided at the following places:

  • FIXME

What the timeline is still missing

Timeline update strategy

See also

External links

References

  1. ↑ 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. 
  2. ↑ 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. 
  3. ↑ 3.0 3.1 3.2 3.3 3.4 3.5 "The History of Substack". Substack Course. Retrieved 26 June 2024. 
  4. ↑ 4.0 4.1 Levitz, Eric (24 March 2021). "Substack Is a Scam in the Same Way That All Media Is". Intelligencer. 
  5. ↑ 5.0 5.1 5.2 5.3 "Why Substack is at a Crossroads". Platformer. Retrieved 26 June 2024. 
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  46. ↑ "Substack rejects Twitter employees considering quitting over Elon Musk". Newsweek. Retrieved 2 October 2024. 
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  61. ↑ "Substack introduces private newsletters". TrendHunter. Retrieved 2 October 2024. 
  62. ↑ "Substack introduces private Substacks". Webdesignernews. Retrieved 2 October 2024. 
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  64. ↑ "Product news Jan '23: Private Substacks". Substack. Retrieved 2 October 2024. 
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  69. ↑ "WordPress.com Disrupts Publishing Landscape, Takes on Substack with Launch of Paid Newsletters". LA Startups. Retrieved 1 August 2024. 
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  76. ↑ "Substack introduces new AI-powered audio transcription tools". TechCrunch. Retrieved 2 October 2024. 
  77. ↑ "Substack rolls out AI-powered audio transcription tools". DesignRush. Retrieved 2 October 2024. 
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  91. ↑ "Substack hits 3 million paid subscriptions". Axios. 2024-02-22. Retrieved 2024-06-26. 
  92. ↑ Vasani, Sheena (February 28, 2024). "Substack's platform now has direct messages". The Verge. Vox Media. Retrieved June 20, 2024. 
  93. ↑ "Spotify and Substack Partner To Bring Even More Podcasts to Listeners". Spotify Newsroom. April 11, 2024. Retrieved June 20, 2024. 
  94. ↑ "Substack Notes Now Allows Users to Embed More Videos". Tubefilter. 2024-04-16. Retrieved 2024-06-26. 
  95. ↑ "Substack rival Ghost confirms it will join the fediverse in 2024". TechCrunch. 2024-04-22. Retrieved 2024-06-26. 
  96. ↑ Navlakha, Meera (May 1, 2024). "Substack will allow writers to paywall the chat feature". Mashable. Retrieved June 20, 2024. 
  97. ↑ Lauren Forristal (June 5, 2024). "Substack brings video to its Chat feature". TechCrunch. Retrieved June 20, 2024. 
  98. ↑ Taylor Lorenz (June 11, 2024). "TikTok creators experiment with Substack". The Washington Post. Retrieved June 20, 2024. 
  99. ↑ "Substack in the Palm of Your Hand". Substack. Retrieved 2 October 2024. 
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  101. ↑ "Substack Fashion and Online Shopping Trend". Town & Country. Retrieved 2 October 2024. 
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  103. ↑ "In April 2023, Substack Raised $78M". LinkedIn. Retrieved 2024-06-26. 
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