Category: In the News

This week’s Future of TV Briefing looks at how mobile still accounts for an overwhelming majority of YouTube video views and why some Gen Z viewers aren’t tuning into YouTube on TV screens.

• Screen check
• Let’s talk CTV in NYC
• YouTube vs. TikTok vs. Instagram: What Gen Z really watches in 2025
• Brands on the big screen, TikTok & Instagram on TV screens and more

Screen check

This year marked a milestone for YouTube. People are spending more time watching the platform’s videos on TV screens than any other device. But there’s a but. Actually two buts.

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As Substack invests in video content, the platform’s smaller creators stand to gain the most subscribers and advertisers by embracing the medium.

Over the past year, Substack has considerably expanded its video tools for both creators and audience members. In January, Substack launched live video as a tool for all users. In early March, the company enabled video posts for mobile users for the first time; two weeks later, the platform rolled out its first TikTok-style video feed.

Six months into 2025, however, Substack’s video push has resulted in mixed results for creators on the platform, with the impact of video on individual Substackers’ subscriber growth varying widely depending on the size of the creator’s following, according to an analysis of over 58,000 active Substack accounts by Subalytics, an influencer marketing agency that focuses on Substack, Bluesky and Medium. (Substack has not publicly disclosed how many accounts have been active on the platform in 2025, but the company’s founders shared in a December blog post that “more than 50,000 publishers” had made money on Substack in 2024.)

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