This topic comes up fairly often. I think about it a lot - as a Medium user and as a person who has managed multiple wordpress blogs.
##Here's my thoughts on why Medium is so popular:
1. It's easy. We are all techies here. We often underestimate the weight of this.
2. It looks better than your average blog theme. (With 0 effort)
3. It promises the opportunity to access a larger audience. (Even if it does not deliver on that promise)
4. It provides an endorphin rush though likes/claps and the analytics/view counts.
##What the average blogger doesn't care about:
1. Effort Overhead. Managing a web server, buying a domain, configuring a wordpress blog, updating wordpress, choosing a theme, deleting spam comments etc.
2. Content ownership. Most people don't think about it that much.
3. RSS feeds. I'm willing to bet >80% of bloggers have no idea that people still use RSS (or even what it is at this stage)
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I don't think Medium is perfect, but I also don't think any of the alternatives are good enough either.
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