How to Turn Substack’s New TV App into Real Revenue: A Tactical Playbook for Creators
How to Turn Substack’s New TV App into Real Revenue: A Tactical Playbook for Creators
Substack just moved its video and livestreams into the living room — beta Apple TV and Google TV apps are live, meaning your Substack video posts and livestreams can now be watched on TV without extra setup. This changes distribution, discovery, and the kind of products creators can sell. Below is a practical, data‑backed playbook for turning Substack TV into predictable income (not just vanity views). ⚡️
Quick context: what changed and why it matters
On Jan 22–23, 2026 Substack launched a beta TV app for Apple TV and Google TV that surfaces video posts and livestreams to subscribers and includes a recommendations-style “For You” row. The app is available to both free and paid subscribers and will add features like in‑app upgrades, paid previews, and audio posts in future releases. [1]
The move follows Substack’s broader push into video: mobile video publishing and video monetization rolled out in 2024–25, plus a creator accelerator aimed at bringing short‑form and livestream talent onto the platform — and Substack says creators that add audio/video grow revenue materially faster. This signals Substack wants to compete for watch time in the same living‑room attention economy that YouTube and Spotify are already tapping. [2]
- Substack TV beta: Apple TV + Google TV (Jan 22, 2026). [3]
- Substack allows monetized video posts and livestreams; creators who add audio/video grow revenue faster (company data cited by TechCrunch). [4]
- Platform economics: Substack typically takes ~10% of paid subscription revenue; Stripe processing ~2.9% + $0.30 per transaction (industry standard). [5]
Why TV distribution matters for creator revenue (short)
- Lean‑back viewing increases session length — higher attention spans means you can charge more for longer-form premium video “shows.” [6]
- TV gives you a home‑screen placement and a passive discovery loop (For You rows), improving lifetime value per subscriber if you package shows into subscription tiers. [7]
- Substack’s model (subscriptions + platform fee) makes it straightforward to sell both low-cost recurring access and higher-ticket, limited-run products without complicated ad deals. [8]
7 Tactical revenue plays you can deploy right now
1) Turn a video series into a tiered “show” (best for knowledge creators)
Package 6–12 episodes as a show and sell access as a $5–$15/month add‑on (or $50–$120/year). Use Substack’s existing paid subscription mechanics; the TV app auto‑pulls your video posts to viewers. Example pricing & math:
| Scenario | Gross | Substack (10%) | Stripe (~2.9%+$0.30) | Net to creator |
|---|---|---|---|---|
| 1,000 subs @ $5/mo | $5,000 | $500 | $445 | $4,055 |
| 200 subs @ $15/mo | $3,000 | $300 | $267 | $2,433 |
(Fees approximated from Substack/Stripe public figures.) [9]
2) Live ticketed events and watch parties (best for news, sports, commentary)
Use Substack livestream posts as a native ticketing surface: sell access as a one‑off pass ($10–$50) or bundle a sequence (season pass). Promote via email and push; run a 48‑hour early‑bird window for paid subscribers to boost conversion.
Tip: Limit live seats or add a post‑event downloadable asset (transcript, resource pack) to justify higher price points.
Sources: Substack livestream + TV integration means the living room supports larger watch‑party reach. [10]
3) Sponsorship slices inside long‑form shows (best for creators with niche audiences)
Rather than a single native ad, sell discrete brand spots (pre‑roll, mid‑roll 60–120s) tied to episode metadata. Substack’s subscription model gives advertisers a clean, addressable audience (paid subscribers) for higher CPMs.
How to price: start with $25–$60 CPM for niche, high‑intent audiences; package a 4‑episode sponsor deal. Use analytics (open rates + video completions) to demonstrate ROI.
4) “For TV only” premium content (best for creators building a luxe product)
Create a TV‑first series with higher production values and charge a premium tier (e.g., $20+/mo or $150/yr). The psychological value of “TV viewing” supports higher price elasticity.
Use limited availability and season drops to avoid subscriber fatigue.
5) Merch, affiliate commerce & shoppable livestreams
During livestreams or video posts, make clear CTAs for product drops: limited edition merch, signed items, or affiliate links. If you own a store (Shopify), create timed drops tied to TV premieres to drive impulse buys.
Note: Substack will add in‑app upgrade flows in future; for now, use email + pinned posts to route traffic to your store or checkout. [11]
6) Courses and micro‑credentials via episodic content
Repurpose long‑form episodes into a structured course (module per episode), add worksheets, and sell as a $99–$499 course. TV viewers can binge; your email list can upsell—Substack handles recurring billing. Combine with cohort Q&A livestreams for premium pricing.
7) Republish & syndicate high‑value episodes to other networks
Use Substack TV as your primary distribution for paid subscribers and create shortened clips for YouTube/Instagram/TikTok to build top‑of‑funnel. Clips attract free users who convert to paid previews (Substack plans paid previews in future updates).
Evidence: Substack’s product roadmap explicitly calls out paid previews and in‑app upgrades as coming features — so planned discoverability + conversion funnels are improving. [12]
Execution checklist (first 90 days)
- Audit your existing video library: pick 6–12 high‑value pieces to form a “season.”
- Create a launch calendar: 1 premiere/week + 1 livestream per season.
- Price test: run a split test on $5 vs $10 monthly add‑on for new subscribers over a 2‑week window.
- Build a landing page and a 3‑email launch funnel: tease clips, announce premiere, host the livestream.
- Set clear CTAs: subscription tiers, merch drops, course signup, or ticket purchase.
- Measure: track video completions, email open → subscription conversion, and churn at 30/60/90 days.
Tools & partners to move faster
- Substack (native): publishing, paywalls, livestreaming and now TV distribution. [13]
- Stripe: payment processing, payouts (Substack uses Stripe under the hood). Monitor fees and payout timing. [14]
- Shopify / Gumroad: for shoppable drops and premium downloads.
- Vimeo OTT / Wistia (optional): if you want subscriber‑only player controls or DRM for very high‑value content.
Pricing examples & back‑of‑envelope revenue models
Example A — Niche knowledge creator
- Offer: $8/month subscription that includes weekly articles + a monthly TV‑premiered episode.
- Subscribers: 1,200 paid
- Gross revenue: 1,200 × $8 = $9,600/mo
- Fees: Substack 10% = $960; Stripe ≈ (1,200 × ($0.30 + 2.9%×$8)) ≈ $756 → Net ≈ $7,884/mo.
Example B — Creator selling a $99 course (one‑time)
- 200 buyers × $99 = $19,800 gross
- Fees: Substack 10% = $1,980; Stripe ≈ 2.9%+$0.30 ×200 ≈ $786 → Net ≈ $17,034
Realistic note: these show why Substack’s 10% + processing fees matter at scale — at high revenues, consider hybrid models (keep Substack for discoverability; move high‑margin products to your site). [15]
Risks, limits & when NOT to double down
Brand fit and audience expectations
If your audience is primarily reading newsletters and prefers short updates, forcing TV‑first content may alienate them. There’s also pushback inside Substack’s community — many longstanding writers fear the platform is drifting away from text toward video. Test with a small pilot before pivoting fully. [16]
Fee drag
Substack’s revenue share (≈10% + Stripe fees) is competitive for discovery‑first creators, but for high revenue volumes a flat‑fee or self‑hosted model (Ghost, direct Stripe subscriptions) can yield higher net. Run a break‑even analysis (how many paying subscribers before you’d rather self‑host?). [17]
Productization complexity
High‑value TV shows cost more to produce. If you can’t maintain quality or cadence, you risk churn. Consider serialized content with predictable production scripts to control costs.
Starter play (best 1‑week experiment)
- Pick one 30–60 minute episode, mark it “paid post” and promote a free 3‑minute clip in your newsletter and socials.
- Set an introductory price of $5/month or a $15 seasonal pass and watch conversion over 7 days.
- Run an email to the 10% most engaged readers; offer a discounted season pass for 48 hours to create urgency.
Outcome: you’ll learn price elasticity, conversion, and production needs without a heavy upfront spend.
Comparison: Substack TV vs. other TV distribution options
| Feature | Substack TV | YouTube/Spotify TV | Direct OTT (Vimeo OTT) |
|---|---|---|---|
| Monetization | Subscriptions, paywalled posts, livestream sales; 10% platform fee + Stripe. | Ad revenue, subscriptions (YouTube Premium), sponsorships; platform revenue share varies. | Direct sales & subscriptions; platform fee usually lower but discovery cost higher. |
| Discovery | Built‑in For‑You & subscriber feed (growing). | Large built‑in audience and algorithmic discovery. | No discovery — you drive traffic. |
| Distribution | Apple TV + Google TV app; email + app notifications. | Global TV apps, big reach. | White‑label apps or web players; flexible. |
Sources for functionality and roadmap: Substack’s TV app announcement and product support docs; tech press coverage summarizing features and reactions. [18]
Final verdict & recommended next steps
Verdict
Substack TV is a genuine opportunity for creators who already monetize via subscriptions or who can produce episodic, high‑engagement video. It lowers the friction to reach living‑room viewers and adds a premium surface for deeper, higher‑priced products. That said, the economics (Substack ~10% + Stripe fees) and production costs mean you should pilot first and scale only when consistent conversion and retention metrics justify the effort. [19]
3 recommended next steps (this week)
- Publish a paid premiere episode and measure conversion from email → paid subscriber.
- Promote a timed merch or course upsell during a livestream; track revenue per viewer.
- Calculate your break‑even subscriber count vs. moving high‑margin products off Substack (self‑hosted or direct checkout) to keep more net revenue.
“This is the next logical step in Substack’s video push — it gives creators a place to land longform work in the living room and opens new monetization strategies.” — summary of Substack and tech coverage. [20]
Resources & sources
- Substack support: How to stream Substack videos on TV (Apple TV / Google TV). [21]
- TechCrunch — Substack launches TV app; background on video monetization and roadmap. [22]
- The Verge — coverage of launch and creator community reaction. [23]
- TheWrap — context on TV distribution and podcast/video consumption trends. [24]
- TechRadar / Axios — Substack fee & business model reporting (10% platform fee + Stripe). [25]
Want a ready‑to‑use launch checklist and pricing calculator?
If you want, I can:
- Build a 7‑email launch funnel for your first TV episode.
- Create a pricing calculator (net revenue after Substack + Stripe fees) for your proposed tiers.
- Draft a sponsorship one‑pager you can pitch to 5 relevant brands based on your audience.
Tell me which of the three you want first and your niche (news, education, sports, wellness, etc.), and I’ll draft the exact copy and numbers. 📈
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References & Sources
techcrunch.com
2 sourcesaxios.com
1 sourcethewrap.com
1 sourcesupport.substack.com
1 sourcedocs.stripe.com
1 sourcetheverge.com
1 sourcetechradar.com
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