Source: Simon Owens's Media Newsletter
As Substack's 10% take becomes negotiable for larger publishers, the economics of creator platforms are inverting. Established media properties like Ankler are building custom infrastructure to recapture margin rather than accepting standard rent. The dynamic isn't about creators abandoning Substack wholesale but about the most valuable ones extracting themselves from its fee structure once they've built audience density. That forces Substack to choose between enforcing its commission or losing its most profitable creators to self-hosted alternatives. Substack's business model depends on capturing creators before they're valuable enough to justify custom tech—a race between platform stickiness and creator bargaining power.