Substack creators are struggling with rising churn and declining subscriber numbers even as their work stays good. Changes in how people sign up and convert have made growth harder, and many creators slip backward after climbing. The pain cuts deeper because people expect growth to keep going up.
It's been very difficult the last year to grow both free and paid, and so there is a churn rate that now is seeing me slip backwards, and that's quite difficult to see because when you've been on an upward trajectory inside of Substack and inside of your business, and one feeds the other, you're like, oh goodness, you know, we'll have to try some different things. We'll, you know, we'll move things around, but I think nobody really talks about that. You know, you just expect to keep climbing. People have these ideas in mind: get to bestseller, stay there, grow a little bit more. or like get really comfortable with. Maybe it's 140 or something, their dream number. And for quite a lot of my clients, they've got to bestseller, stayed there, and then they've been slipping backwards, and it's affected their sort of mental health and the way they feel about their work. And their work hasn't changed in quality. Their work's amazing. It's just people's behaviors inside of Substack have changed, and the ecosystem of signup changed as well.
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