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As of January 2026, the creator economy for writers, just like substack is heating up. X has declared 2026 the “year of the creator,” doubling its revenue-sharing pool, shifting payouts to verified timeline impressions, heavily weighting long-form Articles, and offering a $1 million prize for the top Article in the current payout period. Many creators are reporting payouts doubling or tripling compared to late 2025.
Substack remains the incumbent champion for subscription-based writing, with top publishers earning massive recurring revenue. But is it still the best option or is X’s aggressive push making it the new powerhouse, especially for tech and long-form writers?
Here’s a detailed breakdown.
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1. Core Revenue Models
Substack
- Primarily paid subscriptions (monthly or annual tiers you set).
- You keep around 90% after Substack’s 10% cut plus payment processing fees.
- Additional options like one-time pledges, but subscriptions are the main driver.
- Predictable, recurring revenue once you build an audience.
X
- Ads Revenue Sharing: The primary engine, payouts from ads in replies and impressions from Premium (verified) users, now focused on verified timeline impressions and high-engagement content like Articles.
- Creator Subscriptions: Fans pay monthly for exclusive posts and badges (platform handles everything).
- Tips, ticketed Spaces, and occasional bounties (like the current $1M Article prize).
- More variable and heavily tied to engagement.
Winner here: Substack for stability; X for diversified and potentially explosive upside.
2. Earnings Potential & Real Numbers
Substack
- Very top-heavy. The highest earners make seven figures annually from subscriptions alone.
- Thousands of writers earn meaningful income, with millions of paid subscriptions across the platform.
- Realistic mid-tier: Niche writers in tech, finance, or culture can reach $50K–$300K/year after consistent effort.
- Growth has slowed in recent years, with discoverability becoming tougher.
X
- Momentum is surging, with record payouts in late 2025 and even stronger early 2026 cycles after the doubled pool.
- Viral creators often share five- and six-figure monthly payouts from ads, especially with millions of verified impressions.
- Long-form Articles now receive preferential treatment, turning deep reads into higher earnings.
- Creator subscriptions are growing quickly, plus the $1M wildcard.
- Downside: Earnings fluctuate heavily, reach drives everything.
Winner here: Substack for reliable mid-to-high six-figure potential. X for high-upside virality and easier early wins.
3. Discoverability & Growth
Substack
- Built-in recommendations, leaderboards, Notes feed, and search.
- True growth still relies on cross-promotion from other platforms.
- Email lists compound over time, but acquiring new subscribers feels slower now than a few years ago.
X
- Massive algorithmic distribution: 600M+ users, For You feeds, Grok summaries, and strong search.
- One viral thread or Article can reach millions instantly, ideal for tech topics where the audience already hangs out.
- Articles are surfacing prominently, and the prize is fueling a wave of new content.
Winner here: X dominates for raw reach and speed. Substack is steady growth; X is rapid acceleration.
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4. Audience Ownership & Portability
Substack
- You own the email list, export it anytime. This is the standout advantage. If you leave or the platform changes, your revenue base moves with you.
- Direct, lasting reader relationships.
X
- Audience is tied to the platform. Followers, impressions, and subscriptions are all controlled by X. Algorithm or policy shifts can impact earnings dramatically.
- Creator subscriptions are harder to port elsewhere.
Winner here: Substack, no contest. Ownership means long-term security.
5. Best Fit for Long-Form Tech Writing
X’s 2026 push is tailor-made for this.
- Articles support rich formatting, embeds, and clean reading experiences, now monetized aggressively with impression boosts and the $1M prize.
- Tech conversations already thrive on X: AI debates, startup news, code discussions. Publishing natively keeps everything in one ecosystem.
- Substack excels at serialized newsletters and deeper evergreen series, but misses the real-time engagement loop.
If your writing is timely, opinionated, or community-focused (typical in tech), X currently has the advantage.
6. Risks & Downsides
Substack
- Increasing saturation and slower audience growth.
- Permanent 10% platform cut.
- Some writers are exploring alternatives with better economics.
X
- Heavy algorithm dependency and lack of transparency.
- Potential for sudden policy changes.
- Income volatility, big months can be followed by quiet ones.
Final Verdict: It Depends on Your Goals whether to go with X or Substack
- Choose Substack if you prioritize stable recurring revenue, full audience ownership, and a direct reader relationship. Best for building a sustainable, independent business.
- Choose X if you thrive on volatility, want maximum reach, and are ready to capitalize on the current long-form incentives. Ideal for tech writers already active on the platform who can leverage timeliness and virality.
The smartest strategy in 2026: Use both. Post real-time and discovery pieces on X, then funnel engaged readers to Substack for deeper paid content. The platforms complement each other beautifully.
The $1M Article prize deadline is approaching fast (January 28, 2026 PT) if you’re reading this early enough, there’s still time to publish something great on X. Either way, writers have more strong options than ever before.
Read the previous Tech Contents in this blog: Tech Updates
