Key facts
- Substack is actively expanding its presence in Japan.
- Oki Ito has been appointed as the head of partnerships for Substack in Japan.
- The platform aims to leverage its global network to provide Japanese creators with access to new audiences.
- The evolving creator-platform relationship is prompting a reevaluation of where content should reside.
- Japanese platform 'note' has gained traction by offering a less performative and more intentional reading experience.
Substack is intensifying its expansion efforts in Japan, appointing Oki Ito as its head of partnerships for the country. The online publishing platform aims to leverage its global network to help Japanese creators reach new audiences, a move that comes as publishers worldwide navigate a changing landscape for creators.
The shift in focus from content creation to platform choice is becoming increasingly significant. Social media platforms, particularly X (formerly Twitter), are facing creator fatigue due to rapid content cycles and algorithmic pressures. The rise of AI-generated content has further pushed some creators and readers toward platforms that offer a more intentional and stable environment.
In Japan, the platform 'note' has emerged as a successful model, fostering an atmosphere with less performative pressure and a greater emphasis on thoughtful reading. Its 'Suki' (like) button is seen as a softer, more personal form of engagement compared to public 'likes.' Note has achieved substantial scale, surpassing 10 million registered users and reportedly exceeding 70 million monthly active users, evolving into a key piece of Japanese publishing infrastructure.
However, there are structural differences between the 'games' played on Japanese platforms and the global publishing arena. Strategies successful in Japan may not translate directly to international audiences, and creators aiming for global reach need to understand these distinctions to avoid significant opportunity costs.