Substack, a San Francisco-based platform, has introduced new video features, allowing creators to post and monetize videos. This comes as TikTok faces uncertainty in the US due to potential regulatory action.

Substack’s new feature lets creators publish videos behind a paywall, track viewership, and evaluate revenue potential, expanding beyond its previous non-monetized video format.

This move could attract creators like Carla Lalli Music, who earned nearly US$200,000 on Substack in a year, more than she earned on YouTube.

Substack’s monetization model offers an alternative to YouTube’s ad revenue share, which Lalli Music found unprofitable.

With over 4 million paid subscriptions, Substack is tapping into the growing creator economy, where direct-to-fan interactions, including paid memberships, are becoming more important.

Recent Substack developments