Substack is fast becoming the go-to platform for content creators in Australia. And, it’s easy to see why. With success stories like journalist and TV show host Sarah Wilson, who has racked up 53,000 subscribers – more than 1,700 of whom pay for premium content – Substack has cemented its place in the Australian content creation scene. And, the financial rewards are staggering, with Sarah recently revealing she is earning a six-figure salary from her Substack, and proving that this platform is not just for hobbyists but for serious content creators who want to turn their passion into profit.
And, she’s not alone. The rise of Substack is luring many creators away from the unpredictable algorithms of traditional social media platforms in search of more stability and control over their own content.
So, what makes Substack such a winner for content creators? For one, Substack offers the kind of direct audience connection that most social media platforms can’t. Creators don’t have to rely on shifting algorithms to reach their followers – everyone who subscribes to their newsletter is a guaranteed audience. And, while other platforms like TikTok and Instagram can help creators build their brand, they also own the platform, the reach, and the monetisation. At any moment, a platform can shift its policies, alter its algorithms, or – worse – disappear altogether. This potential instability is something that savvy creators are noticing.
Rachel Sterling, the CMO at Identity Digital, has been speaking out on the risks and rewards that come with building a brand on someone else’s platform.
“The smartest creators are realising a hard truth. If you build your brand on someone else’s platform, you don’t own it – they do. TikTok, YouTube, and Instagram might fund creators today, but they also control how and if that content gets discovered tomorrow,” she says.
But, even as the number of options for creators proliferates, ultimately, these are just stepping stones. The real power move is in owning your audience outright. A personalised domain gives creators a permanent home. One that isn’t subject to algorithm changes, content policies, or the latest monetisation pivot.
The power of a personal domain
Sterling’s suggestion? Create your own home base. By owning a personalised domain, creators can ensure they aren’t at the mercy of the next platform shake-up. “If TikTok disappears tomorrow or Substack shifts its strategy, where do your followers go? The answer should be your own domain, where you control your reach, your business, and your future. Platforms will always be part of the equation. But, discovery should serve creators, not trap them in someone else’s ecosystem,” she says.
With a personal website, creators would control their reach, business, and future. Platforms like Substack will always play a part in the discovery process. But, the real power move is securing a platform that creators own outright. One that doesn’t rely on changing algorithms or third-party content policies.
It’s a tough lesson, but it’s one that’s becoming clearer by the day. Content creators are learning the importance of diversifying their platforms, and some of Australia’s biggest success stories on Substack are showing just how lucrative it can be to own your content and your audience.
Top Australian Substack Success Stories
While it’s not possible to provide a list of top Substack earners (as the platform doesn’t publicly display this information to protect creator privacy), the 10 publications below are the most popular substack accounts in Australia based on subscription costs and number of subscribers.
1. Checkonchain Bitcoin by James Check (Checkmatey). Over 15,000 subscribers, $35 per month for Substack subscription basic plan, higher tier plans available (non specified price)
2. Recipes by Victoria by Victoria Minell. Over 106,000 subscribers on Substack, 1.6M on TikTok, $7 per month Substack subscription
3. Cricket Et Al by Gideon Haigh, Peter Lalor, Sam Perry. Over 10,000 subscribers. $20 per month Substack subscription
4. Uncomfortable Conversations by Josh Szeps. Over 26,000 subscribers. Subscription cost unknown.
5. Caitlin’s Newsletter by Caitlin Johnstone. Over 62,000 subscribers. Substack subscription around $5 per month, also crowdfunded and accepts donations.
6. Nation First by George Christensen. Over 136,000 subscribers. Top Freedom Fighter Substack subscription $300.
7. This is Precious by Sarah Wilson. Over 57,000 subscribers. Around $10 per month Substack subscription.
8. The Dalai Lama’s Cat: Buddhist compassion in action. Over 14,000 subscribers. Substack subscription US $7 per month.
9. The Memo by LifeArchitect.ai by Dr Alan D. Thompson. Over 11,000 subscribers. $120 per month
10. Blind Squirrel Macro. Over 8,000 subscribers. $35 per month Substack subscription
As these creators demonstrate, Substack offers real opportunities for both niche and broad content creators to make a sustainable income while maintaining control over their content. The platform allows creators to find their audience, connect directly, and build a business around their expertise, interests, and passions.
Not just another social media platform
With the recent concerns around TikTok’s potential ban in the US, many creators are looking for alternatives, and Substack is making a strong case as the platform of the future. It offers creators the chance to build their own base, one subscription at a time, without the looming threat of algorithm changes or platform bans.
As the Australian market for Substack continues to grow, it’s clear that creators are embracing the opportunity to control their own digital destiny. For those looking for stability, ownership, and real income potential, Substack is a serious contender that looks set to redefine the creator economy in Australia.