Substack suits writers who want to build their own list of readers and keep that direct relationship, with a network that helps new readers find them. Medium suits writers who want to be read without building a mailing list or a following first. If you're growing a business audience you own, choose Substack; if you just want your ideas read, start on Medium.
Substack and Medium are built on opposite ideas. Substack is about owning your readers. Medium is about borrowing a big reading audience. I read both companies' About pages to set out what each one says it's for.
Substack and Medium side by side
| Substack | Medium | |
|---|---|---|
| Main idea | Own every word and every direct reader relationship | A home for human stories and ideas |
| Free to start | Yes, free to start and free to leave | Not stated on the page I read |
| Do you need a list first? | You build one as you go | No, you can write without a mailing list or following |
| How readers find you | Recommendations, notes and collaborations | Medium helps you find the right readers |
| Formats | Writing, podcasts, video and going live | Stories and articles |
| Who keeps it going | Writers and their readers | Over a million Medium members, not adverts |
What Substack is built for
Substack's About page says you can own every word and every direct relationship, and that it's free to start and free to leave. That second line matters: you're not locked in. Substack also says more than half of new subscribers come from its own network, through recommendations, notes and collaborations, so you're not starting from nothing.
It's no longer just newsletters. Substack has a Recording Studio for podcasts, lets you go live, and can publish shows to Apple, Spotify and YouTube. It also runs Substack Defender, which gives publishers access to legal support.
What Medium is built for
Medium describes itself as a home for human stories and ideas, and its promise is simple: anyone can share what they know without having to build a mailing list or a following first. Medium says over 100 million people connect and share there every month.
Medium also says it doesn't sell adverts or your data. It's supported by over a million members who back its mission, and it says it's building a system that rewards depth and nuance over surface-level stories.
That model shapes the writing. Medium says it wants thoughtful conversation more than drive-by takes, and substance over packaging, so considered, useful pieces tend to suit it better than quick hot takes. Software developers, novelists, product designers and chief executives all write there, according to Medium.
The ownership question
This is the bit I'd want every business owner to think through. On Substack, the relationship with each reader is yours, and Substack makes a point of saying you can leave. On Medium, the audience is Medium's, which is the whole appeal when you're starting out, but it also means your reach depends on the platform rather than on a list you hold.
For a business, a list you own is the asset that lasts. For a writer testing ideas, a ready-made audience gets you read faster.
Who each platform suits
Substack suits coaches, consultants, experts and creators who want a long-term audience they can email, plus anyone who wants podcasts or video in the same place. Medium suits people who want to publish ideas, build a reputation and get feedback without running a newsletter. If you're weighing newsletter tools more widely, see which newsletter platform suits a small business, and here's my guide to using Substack in the UK.
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My advice on Substack or Medium
If your writing supports a business, start on Substack, because every reader who joins is someone you can reach again. You can still post some pieces on Medium to be discovered by new readers and point them back to your list. If you're writing for the joy of it and don't want to manage a list, Medium is the lighter place to begin.
Do you make newsletter or publishing platforms? Tool makers can ask to be considered for a featured place in comparisons like this one.
Frequently asked questions
Is Substack free to start?
Yes. Substack's About page says it's free to start and free to leave, with no contracts.
Do you need followers to write on Medium?
No. Medium says anyone can share knowledge without having to build a mailing list or a following first.
How do people find writers on Substack?
Substack says more than half of new subscribers come from its built-in network of recommendations, notes and collaborations.
Does Medium show adverts?
Medium says it's supported by over a million members instead of selling ads or selling your data.
Can you podcast on Substack?
Yes. Substack has a Recording Studio for podcasts, lets you go live, and can publish to Apple, Spotify and YouTube.
