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After posting almost 200 videos, amassing hundreds of thousands of followers and racking up millions of views, Carla Lalli Music is quitting YouTube. Substack is her new focus. 

Music is a cookbook author and food content creator, and she is shifting her focus to Substack, a subscription platform that lets creators charge users subscriptions for access to their content. Music told CNBC she came to that decision after earning more in one year of using Substack, nearly $200,000 in revenue, than she did by posting videos on YouTube since 2021. 

Music is the exact kind of content creator that Substack is trying to lure to its platform as TikTok’s future in the U.S. remains in limbo. 

San Francisco-based Substack launched in 2017 as a tool for newsletter writers to charge readers a monthly fee to read their content. The platform allows creators to connect to their followers directly without having to navigate algorithmic models that control when their content is shown, as is the case on TikTok, Google’s YouTube and other social platforms. Substack has raised about $100 million, most recently at a post-money valuation of more than $650 million, the company told CNBC.

This year, Substack has broadened its focus beyond newsletters, and on Thursday, it announced that creators can now post video content directly through the Substack app and monetize these videos.

“There’s going to be a world of people who are much more focused on videos,” Substack Co-founder Hamish McKenzie told CNBC. “That is a huge world that Substack is only starting to penetrate.”

Substack began this push after the social media landscape was thrown into flux as a result of the effective ban of TikTok in January that caused the popular Chinese-owned service to go offline for a few hours. TikTok was also removed from Apple and Google’s app stores for nearly a month. 

The disruption to TikTok in January happened as a result of a law signed by former President Joe Biden to force a sale of the Chinese-owned app or have it effectively banned in the U.S. On his first day in office, President Donald Trump signed an executive order extending TikTok’s ability to operate in the U.S., but that order expires on April 5. 

Days after TikTok went offline, Substack launched a $20 million fund to court creators to its platform.

“If TikTok gets banned for political reasons, there’s nothing to do with the work you’ve done, but it really affects your life,” McKenzie said. “The only and surefire guard against that is if you don’t place your audience in the hands of some other volatile system who doesn’t care about what happens to your livelihood.”

Moving beyond newsletters

McKenzie says that they are going after creators on competing social media platforms to start sharing their video content on Substack.

“Video-first creators, people who are mobile oriented, there’s a whole lot of new possibility waiting to be unlocked once they meet this model in the right place,” McKenzie said. 

Already, Substack has more than 4 million paid subscriptions with over 50,000 creators who make money on the platform, the company said. Substack says that 82% of its top 250 revenue-generating creators have already integrated audio or video into their content, reflecting a growing emphasis on multimedia content.

Prior to the video announcements, Substack allowed creators to post videos on the app to Notes, which is the platform’s front-facing feed format. But the feature did not allow creators to publish video content behind Substack’s paywalls. 

The update enables creators to put video content behind a paywall and it provides data on estimated revenue impact. It also allows them to track viewership and new subscribers.

Carla Lalli Music is a cookbook writer and food creator.

Carla Lalli Music

Our base case for TikTok is that it gets banned in the U.S.: Lead Edge Capital's Mitchell Green

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Palantir CEO Karp twice slams short sellers as stock suffers worst week since April

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Palantir CEO Karp twice slams short sellers as stock suffers worst week since April

Palantir co-founder and CEO Alex Karp attends meetings at the U.S. Capitol in Washington on Oct. 18, 2023.

Jonathan Ernst | Reuters

With Palantir’s stock plummeting more than 11% this week despite a better-than-expected earnings report, CEO Alex Karp took aim at investors betting against the software company.

Karp, who co-founded Palantir in 2003, went after short sellers in two separate interviews on CNBC this week. After “Big Short” investor Michael Burry revealed bets against Palantir and Nvidia, Karp on Tuesday accused short sellers of “market manipulation.”

He repeated that message on Friday in an interview with CNBC’s Sara Eisen, again knocking Burry’s wager against the stock.

“To get out of his position, he had to screw the whole economy by besmirching the best financials ever … that are helping the average person as investors [and] on the battlefield,” Karp said.

Even with Palantir’s slide this week, the stock is up 135% in 2025 and has multiplied 25-fold in the past three years, an extended rally that’s lifted the company’s market cap to over $420 billion. While revenue and profit are growing rapidly, the multiples have shot up much faster, and the stock now trades for about 220 times forward earnings, a ratio that rivals Tesla’s.

Nvidia and Meta, by contrast, have forward price-to-earnings ratios of about 33 and 22, respectively.

In August, Citron Research’s Andrew Left, a noted short seller, called Palantir “detached from fundamentals and analysis” and said shares should be priced at $40. It closed on Friday at $177.93 after late-day gains pushed the stock into the green.

Palantir CEO Alex Karp on AI bubble: Depends whether GDP grows because of AI

Palantir, which builds analytics tools for large companies and government agencies, reported earnings and revenue on Monday that topped analysts’ estimates and issued a forecast that was also ahead of Wall Street projections.

But the stock fell about 8% after the report and then slid almost 7% on Thursday. Karp told Eisen that the recent boom in Palantir’s share price isn’t just for Wall Street.

“We’re delivering venture results for retail investors,” he said.

While Palantir has in the past faced a fairly heft dose of short interest, there are currently relatively few investors placing big bets against it. The short interest ratio, or the percentage of outstanding shares being sold short, peaked at over 9% in September and is now at a little over 2%, which is about as low as its been since the company went public in 2020.

Still, calling out the doubters is a common occurrence for Karp, who has previously said on CNBC that people should “exit” if they “don’t like the price.”

In May, after the stock plummeted following earnings, Karp said ,”You don’t have to buy our shares.”

“We’re happy,” he said. “We’re going to partner with the world’s best people and we’re going to dominate. You can be along for the ride or you don’t have to be.”

The company has also faced backlash over its work with government agencies like U.S. Immigration and Customs Enforcement, and Karp has admitted that his strong pro-Israel stance led some people to leave the company.

The boisterous CEO has been particularly vocal this week. On Monday’s earnings call, he questioned how happy the people are who didn’t invest in the company, and told them to “get some popcorn.”

And on CNBC he aimed much of his ire at Burry after the investor revealed his short positions in Palantir and Nvidia.

“The two companies he’s shorting are the ones making all the money, which is super weird,” Karp told CNBC’s “Squawk Box” on Tuesday. “The idea that chips and ontology is what you want to short is bats— crazy.”

WATCH: Palantir CEO Karp on short sellers

Palantir CEO Alex Karp: We've printed venture results for the average American

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Big Tech’s AI spending spree: Smart long-term bet or short-term risk?

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Big Tech's AI spending spree: Smart long-term bet or short-term risk?

In this Club Check-in, CNBC’s Paulina Likos and Zev Fima break down big tech’s massive artificial intelligence spending spree — debating whether these billion-dollar bets will drive long-term cost savings or weigh on near-term returns.

Mega-cap tech companies are shelling out billions of dollars to build out AI infrastructure. The big question we’re asking is whether all this heavy spending will eventually pay off in efficiency or if Wall Street is right to worry about how much they’re burning through in the short term.

Concerns about AI-stock valuations seeped into the market this week and slammed stocks.

Many major tech companies —including the three biggest clouds, Amazon, Microsoft, and Alphabet‘s Google — raised capital expenditure guidance this earnings season, sparking both investor optimism and concern.

Zev Fima, portfolio analyst for the Club, argued the spending is justified: “Too much focus on the short-term is what leads to falling behind in the long term.” CNBC reporter Paulina Likos pushed back, noting that “investors haven’t seen efficiency gains show up in returns yet.”

Watch the video above to see where the debate played out on whether AI investments are real productivity drivers or just expensive promises until proven otherwise.

(See here for a full list of the stocks in Jim Cramer’s Charitable Trust, the portfolio used by the CNBC Investing Club.)

As a subscriber to the CNBC Investing Club with Jim Cramer, you will receive a trade alert before Jim makes a trade. Jim waits 45 minutes after sending a trade alert before buying or selling a stock in his charitable trust’s portfolio. If Jim has talked about a stock on CNBC TV, he waits 72 hours after issuing the trade alert before executing the trade.

THE ABOVE INVESTING CLUB INFORMATION IS SUBJECT TO OUR TERMS AND CONDITIONS AND PRIVACY POLICY, TOGETHER WITH OUR DISCLAIMER.  NO FIDUCIARY OBLIGATION OR DUTY EXISTS, OR IS CREATED, BY VIRTUE OF YOUR RECEIPT OF ANY INFORMATION PROVIDED IN CONNECTION WITH THE INVESTING CLUB.  NO SPECIFIC OUTCOME OR PROFIT IS GUARANTEED.

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Affirm CEO says furloughed federal employees are starting to lose interest in shopping

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Affirm CEO says furloughed federal employees are starting to lose interest in shopping

Affirm CEO: We're not seeing a degradation in Affirm's consumer

Affirm CEO Max Levchin said Friday that while the buy now, pay later firm isn’t seeing credit stress among federally employed borrowers due to the government shutdown, there are signs of a change in shopping habits.

“We are seeing a very subtle loss of interest in shopping just for that group, and a couple of basis points,” Levchin told CNBC’s “Squawk on the Street.”

At least 670,000 federal employees have been furloughed in the shutdown, and about 730,000 are working without pay, the Bipartisan Policy Center said this week.

Levchin said he’s closely watching employment data for signs of major disruptions, but the company is “capable” of adjusting credit standards when needed.

“Right now, things are just fine,” he said. “We’re not seeing any major disturbances at all.”

The federal funding lapse, which began Oct. 1, is the longest in U.S. history and has halted work across agencies with an impact beyond those who are government employees. The SNAP food benefit program, which serves 42 million Americans, has also been cut off.

Read more CNBC tech news

The comments from Levchin followed a fiscal first-quarter earnings report that blew past Wall Street’s estimates. Affirm posted earnings of 23 cents per share on $933 million in revenue. Analysts polled by LSEG expected earnings of 11 cents per share on $883 million in sales.

Revenues climbed 34% from a year ago, while gross merchandise volumes jumped 42% to $10.8 billion from $7.6 billion a year ago. That surpassed Wall Street’s $10.38 billion estimate.

The fintech company, which went public in 2021, also lifted its full-year outlook, saying it now expects gross merchandise volume to hit $47.5 billion, versus prior guidance of $46 billion.

Affirm also said it renewed its partnership with Amazon through 2031. The company has also inked deals with the likes of Shopify and Apple in a competitive e-commerce landscape.

Long-time partner Walmart recently ditched Affirm for Swedish buy now, pay later firm Klarna, which went public in September after delaying its public offering due to market uncertainty caused by President Donald Trump‘s tariff plans. Worries of a pullback in discretionary spending due to tariffs ignited fears across the fintech sector.

Levchin said categories such as ticketing and travel have seen an uptick in interest, and consumer shopping remains strong. Active consumers grew to 24.1 million from 19.5 million a year ago.

“We’re every single day out there preaching the gospel of buy now, pay later being the better way to buy, and consumers are obviously responding,” he said.

Affirm shares jump 11% as transaction volume surges 42% in the quarter

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