Substack, the popular platform for independent newsletters, is taking a bold step into the world of live video. In a move that might surprise some, the company has announced a new feature that allows creators to broadcast live videos directly to their subscribers.

While this might seem like a natural extension for a platform that’s all about connecting creators with their audiences, it’s a significant departure from the traditional asynchronous nature of email newsletters. Substack has always been a place where readers can consume content at their own pace. Introducing live video, which requires immediate attention, could disrupt this established rhythm.

So, why is Substack doing this?

The company believes that live video can provide a more intimate and engaging experience for both creators and readers. By allowing creators to interact with their audience in real-time, Substack hopes to foster a stronger sense of community and build deeper connections.

But will it work?

There are several challenges to consider. For one, live video can be demanding for creators. It requires a certain level of technical proficiency and the ability to think on your feet. Additionally, it’s a significant commitment of time and energy.

For readers, live video can be a distraction. It’s easy to get caught up in the moment and lose track of other tasks. And while Substack offers the option to save recordings for later viewing, it’s not the same as reading a carefully crafted newsletter at your leisure.

It remains to be seen whether Substack’s experiment with live video will be a success. The company is clearly betting that its community of creators and readers is ready for this new way of engaging with content.