Substack Is the new coolest kid on the block

[Gigabyte Computer Solutions]

Substack is riding a wave of unprecedented hype, cementing its status as media’s breakout star. The indie newsletter platform racked up a jaw-dropping 73.9 million site visitors last month, outpacing heavyweights like WSJ.com and CBS.com, based on Similarweb data crunched by Sherwood as of July 2025.

While it’s not a direct comparison—Substack blends newsletters, an X-like feed, and video content into a sprawling social ecosystem—this traffic surge underscores its rising cultural clout.

With revenue hitting $45 million annually from a 10% cut of writers’ subscription earnings, the platform is riding a political content boom fueled by President Trump’s second term. Word on the street, via Substacker Eric Newcomer, is that it’s eyeing a $100 million investment round and chasing sponsorships to fuel its next leap.

The draw? A roster of heavy hitters. Among its 500,000 creators are big names ditching legacy media—think Atlantic alum Derek Thompson, wonk blogger Matt Yglesias, and literary giants like Junot Díaz and George Saunders, all hungry for unfiltered creative control.

These writers are tapping into six-figure audiences, with Substack boasting that over 50 creators pocket $1 million-plus yearly from paying subscribers. Some, like Richard Rushfield’s The Ankler, Bari Weiss’s The Free Press, and Mehdi Hasan’s Zeteo, have morphed their newsletters into full-blown publications. Even legacy players like the UK’s Telegraph and the Washington Post are reportedly flirting with Substack to distribute their content, hinting at a seismic shift in media dynamics.

But the shine isn’t universal. Some creators are jumping ship to rivals like Beehiiv and Ghost, frustrated by what they see as Substack’s loose grip on content moderation—a critique that’s sparked heated debate. Others wonder if the platform’s growth might stall as subscription fatigue sets in, with readers balking at monthly bills that can climb into the hundreds for individual writer feeds.

As Substack basks in its moment, the question lingers: can it sustain this momentum, or is it riding a wave that’s bound to break? For now, it’s the cool kid everyone’s watching, but the media landscape’s volatility suggests the story’s far from over.

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