Substack Steals The Crown: Flips Medium In Traffic Showdown!

In recent months, Medium, once a dominant force in the online publishing space, has seen a significant drop in total views, falling below the 100 million mark. This decline has sparked discussions about the platform’s future and its ability to compete with rising competitors like Substack. Let’s break down the numbers, explore the reasons behind this shift, and examine what it means for content creators.

The Data: Medium vs. Substack

A quick look at the metrics from SimilarWeb reveals a stark contrast between Medium and Substack:

- Total Monthly Views: Substack leads with 112 million views compared to Medium’s 95.6 million.

- Bounce Rate: Substack’s bounce rate is 45.68%, significantly lower than Medium’s 70.66%.

- Pages per Visit: Substack users view 3.39 pages per visit, while Medium users only view 2.38.

- Average Visit Duration: Substack users spend an average of 3 minutes and 9 seconds on the platform, compared to 2 minutes and 5 seconds on Medium.

These numbers paint a clear picture: Substack is outperforming Medium across key engagement metrics. But why is this happening?

The Growth Trajectory: Medium’s Missteps

Medium’s decline can be attributed to several factors. One of the most significant is its decision to expand rapidly into 77 countries without adequate preparation. While this move was intended to drive growth and profitability, it ultimately backfired. The platform’s infrastructure and monetization strategies, such as the Medium Partner Program (MPP) and Boost program, failed to scale effectively, leading to a spike in traffic followed by a sharp decline.

Additionally, Medium’s focus on profit-driven strategies, such as suspending accounts and prioritizing quantity over quality, alienated both readers and writers. The platform’s inability to retain its core audience while chasing new markets has hurt its reputation and engagement levels.

Substack’s Rise: A New Era for Writers

On the other hand, Substack has carved out a unique niche by combining the features of a writing platform with the engagement of a social media network. Its growth has been fueled by its simplicity, creator-friendly monetization model, and ability to foster direct relationships between writers and their audiences. Unlike Medium, Substack allows writers to own their subscriber lists and monetize their content without relying on algorithmic boosts or platform-specific programs.

This approach has resonated with writers and readers alike, leading to higher engagement and loyalty. Substack’s unpredictable growth trajectory is a testament to its versatility and appeal in an increasingly competitive landscape.

The Writer’s Dilemma: Medium or Substack?

For content creators, the choice between Medium and Substack has become increasingly complex. Medium’s declining traction and unpredictable earnings have led many writers to explore alternatives. Substack, with its growing user base and creator-centric model, has emerged as a viable option. However, the platform’s success depends on a writer’s ability to build and maintain a dedicated audience.

Some writers, like the author of the original article, have experimented with both platforms. While Medium’s earnings have stagnated, Substack has shown promise, with even small notes garnering engagement. This shift has prompted many to reconsider their focus and prioritize platforms that offer better returns on their efforts.

The Future of Online Publishing

The competition between Medium and Substack highlights a broader trend in the online publishing industry. Platforms that prioritize creator autonomy, audience engagement, and sustainable growth are gaining traction, while those that rely on outdated models or fail to adapt are losing ground.

For writers, the key takeaway is clear: diversify your efforts and focus on platforms that align with your goals. Whether it’s Medium, Substack, or another emerging platform, the ability to adapt and experiment will determine long-term success.

Final Thoughts

Medium’s decline below 100 million total views is a wake-up call for the platform and its users. While it still has a loyal following, its inability to compete with Substack’s growth and engagement metrics raises questions about its future. For writers, the rise of Substack offers new opportunities but also requires a shift in strategy.

As the online publishing landscape continues to evolve, one thing is certain: the platforms that prioritize creators and readers will thrive, while those that don’t will struggle to keep up. The choice is yours—where will you focus your efforts?