Newsletter creators flee Substack for rivals citing pricing and control

A significant migration of writers and independent publications is underway, with a growing number of creators leaving the Substack newsletter platform for competitors such as Ghost, Beehiiv, and Passport. This exodus is driven primarily by dissatisfaction with Substack's revenue-sharing model, which charges a ten per cent cut of subscription fees, alongside complaints regarding limited site customisation options. Creators cite the high costs associated with scaling on Substack compared to the flat-fee structures of rivals, as well as a desire for greater ownership over their audience data and branding.

Notable publications including The Ankler and The Rose Garden Report have already switched services to secure more control over their business operations. Sean Highkin, creator of The Rose Garden Report, reports making significantly more money after moving to Ghost in April 2024. He notes that while Substack initially funneled traffic to his publication, growth stagnated once he was no longer featured as new talent. Highkin now pays $2,052 annually for his setup, a reduction from the $4,968 he paid on Substack, while his subscriber base has grown by 22 per cent since the end of 2024.

The financial disparity becomes even more pronounced for larger operations. Matt Brown, creator of Extra Points which has 71,000 subscribers, estimates he would pay Substack over $25,000 annually in fees. In contrast, he pays approximately $3,000 per year on Beehiiv. This scale cost disparity highlights why many established voices are seeking alternatives that do not impose prohibitive costs as their audience expands.

Beehiiv founder Tyler Denk explicitly contrasts his platform with Substack, likening Beehiiv to Shopify rather than Amazon. He argues that his platform empowers creators to build their own businesses and websites without the platform dominating the experience. This positioning appeals to writers who feel Substack is steadily, and not so stealthily, enshittifying the creator economy by lacking flexibility and control over their brand identity.

Technical limitations further fuel the departure, with Substack's default URL structure and branding at the bottom of newsletters cited as barriers to standing out in a crowded market. Rivals offer deeper customisation, allowing writers to present a professional, independent front. Janice Min of The Ankler stated that her publication needed more flexibility and control across products, revenue, and audience relationships than Substack allows, prompting their move to Passport.

While Substack maintains that creators should own their relationship with their audience and points to some publishers returning to the platform, the trend suggests a shift in how independent media operates. The rise of rival platforms may position Substack as a jumping-off point for publications rather than a permanent home, as writers prioritise long-term business costs and open web ownership over platform convenience.