Substack, a newsletter service, is now also a live video company

Substack is adding a live video component to its newsletter service. In its announcement post, the company positioned this feature as providing real-time audience engagement for creators. At launch, the feature will only be available to people with Substack’s Bestsellers badges, but the company said it plans to roll it out to all users in the coming months.

Creators can begin live videos within the Substack app. As with written material on the platform, a creator can set whether the audience for a live video is everyone, all subscribers or paid subscribers. Any channel subscribers will be notified when a live video begins. There’s also an option for collaboration, inviting other Substack members into the live broadcast. For now, only iOS users can issue invitations; Android users can accept an invite for now, and are slated to receive access to the full feature “soon.” After a live broadcast finishes, a recording will be saved in post drafts so the video can be used in a future newsletter. There’s also a clipping tool for light video editing tasks.

Substack has been making a push to bring video content creators to its platform from TikTok, which doesn’t seem like an obvious competitor to the company’s existing offerings or an obvious match for the community it has cultivated. Emails are asynchronous communication that can be read whenever it’s convenient, the polar opposite of must-watch-now live videos. The option to include recordings in newsletters is useful, but adopting the live viewing as a regular part of their Substack routine may be a big ask for current users. In short: there’s no guarantee that the new feature will function well, or that most newsletter creators and readers are interested in engaging with video content.