Substack’s video push sees modest bump, but a long road remains to win over creators

Substack’s video push is starting to bear fruit — but the rise of video on the platform has sparked a debate about the platform’s identity and future within its creator community.

The rate of video posts published on Substack has increased over the past year, with posts containing embedded videos accounting for 6 percent of creators’ posts on the platform in the first 10 days of March 2025  – an all-time high, according to an analysis of 63,000 active Substack newsletters by Subalytics, an influencer marketing platform focused on Substack, Medium and Bluesky. Per Subalytics’ data, the share of Substack posts that contain embedded videos increased by 135 percent between February 2024 and February 2025. 

However, that’s from a low base. During that period, video posts represented only 3 percent of all posts on Substack, per Subalytics’ analysis. Of the roughly 2.8 million posts creators published on Substack between February 2024 and February 2025, just under 91,000 contained embedded videos.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.