Rachel O'Connor
5 Jun 2025
I’ve always encouraged trial of any new media platform before advising clients to engage. With more time on my hands last year, I started my own Substack newsletter - not just to understand the platform better, but to talk with authority about its benefits and pitfalls. Here's my idiot's guide to Substack - hope it's useful!
What I found was more than just insights - I discovered a love for writing, using Substack as a diary and journal to document my big move to Cornwall. It became quite therapeutic (and a lot cheaper than paying for counselling! 😊). Along the way, I gained a great outlet for my ideas and a deeper understanding of how Substack can benefit businesses and creators.
My following isn’t huge, and it’s not a great example of embracing Substack, but I’ve already gained some useful insights. What’s particularly interesting is that when I write factually about Cornwall and Newquay, about events, restaurants and cafes, the ‘reach’ increases significantly. It says something about the audience, interests and the type of content that travels!
What Is Substack?
Founded in 2017, Substack is a publishing platform that enables writers, journalists and creators to monetise their content through subscription-based newsletters.
It provides tools for publishing, payment processing, analytics, and audience engagement, allowing independent writers to build their own media businesses.
Why Should You Use Substack?
Substack has grown into a major player in independent journalism and niche content, attracting writers, thought leaders, and industry experts.
For UK journalists, Substack presents a valuable alternative to traditional media, offering a direct revenue model - especially as legacy publishers shift their digital strategies.
Most Popular Formats in the UK
✍️ Written Content – Long form newsletters, essays, and investigative journalism remain the dominant format.
🎙 Audio & Podcasts – Rapidly growing, especially among younger audiences, with many UK Substack writers offering exclusive podcasts.
📹 Video Content – Less common but gaining traction, often used to complement newsletters with embedded videos and live discussions.
How Does Substack Make Money?
Substack uses a direct subscription model that benefits creators:
✅ Paid or Free Subscriptions – Writers earn revenue directly from engaged audiences.
✅ Multimedia Support – Podcasts, video, and discussion threads complement newsletters.
✅ Community Features – Substack Chat and Notes allow direct interaction with subscribers.
✅ Revenue Split – Substack charges 10% commission on paid subscriptions; the rest goes to the creator.
📊 Revenue Insight: The top 10 Substack publishers generate over £29.6 million annually, with some newsletters earning between £370,000 and £3.7 million per year.
Substack’s Vital Statistics
Subscriber Growth: As of early 2025, Substack has surpassed 5 million paid subscriptions, up from 4 million.
Traffic & Engagement: Substack recorded 112 million visits in February 2025, ranking 15th in U.S. News & Media and 355th globally.
Audience Demographics:
50.43% male / 49.57% female
Largest age group: 25-34 years old
Monthly Active Users: 20 million+ subscribers, with 49.4 million unique visitors (Jan 2024).
Are UK Media using Substack?
Several national news organizations & journalists have launched newsletters on Substack:
📰 Political & News Journalism:
London Centric (Jim Waterson, ex-Guardian)
David Aaronovitch’s Newsletter (Politics & global affairs)
💼 Finance & Business:
The Blueprint – UK business trends & economics
Financial Times Writers on Substack – Independent finance & policy insights
✈️ Travel & Sustainability:
The Green Traveller – Eco-friendly travel guides
Wanderlust Dispatch – Slow travel & hidden gems
Coastal Chronicles – UK coastal destinations (Cornwall, Scotland, Wales)
🎨 Creative & Lifestyle:
Femstreet – Women in business & investment
Joie de Vivre – UK interior design & vintage shopping
Illustration Matters – Visual storytelling & commercial illustration
🧐 Explore More UK Substack Newsletters:Check out Substack’s Top UK News section 👉https://substack.com/top/news
How can Businesses & Brands use Substack?
Substack is a powerful platform for discovering niche communities and engaging with audiences who are passionate about specific topics.
🔹 For Media Relations & Brand Communications
Engage directly with influential writers, journalists, and media figures.
A strong media relations strategy on Substack can help brands align with journalists who already engage in relevant themes.
🔹 For Thought Leadership & Profile Building
Perfect for leaders, campaigners, and industry influencers looking to shape conversations.
Helps establish credibility and a purpose-driven brand voice in a specific niche.
🔹 For Community Research & Engagement
A great way to research topics, audiences, and communities relevant to a business or brand.
Enables authentic connections with like-minded individuals who share common interests.
🔹 For Easy & Effective Publishing
Substack is incredibly user-friendly, providing brands with a seamless platform to share updates, insights, and valuable information with stakeholder communities.