Introducing Tumblr TV: A New Era for Video Discovery
Back in 2015, Tumblr embarked on a digital adventure by launching a GIF discovery platform known as Tumblr TV. Initially an experimental feature, Tumblr TV has evolved significantly over the years. Today, it stands ready to embrace a broader audience as a core offering. The recent uncertainties surrounding TikTok in the U.S. have provided the perfect backdrop for Tumblr to unveil its enhanced video feature to all users.
The Evolution of Tumblr TV
On a recent Tuesday, Tumblr proudly announced the evolution of Tumblr TV from the experimental realm of Tumblr Labs to a standard feature accessible to everyone. For new users, the tab will appear prominently in the app’s third position. Existing users, on the other hand, can customize their experience by toggling Tumblr TV on or off through their Dashboard Tabs configuration settings.
“Our decision to promote Tumblr TV from an experiment to a core feature is largely influenced by the growing demand for TikTok alternatives,” said a company spokesperson.
{TechCrunch}
A Response to TikTok’s Uncertain Future
The push to make Tumblr TV a primary feature comes in response to the shifting landscape of short-form video consumption in the U.S. With TikTok facing potential bans due to Chinese ownership concerns, users are searching for alternatives that offer similar experiences.
- On January 19th, the day of the TikTok ban announcement, Tumblr experienced a surge in activity.
- The platform saw a 35% increase in iOS app installs and a 70% boost in new user registrations within its Communities feature.
Interestingly, new Communities like “TikTok Repository” and “TikTok Refugees” emerged, serving as spaces for users to archive and share their TikTok videos.
Tumblr TV vs. TikTok: How Do They Compare?
While Tumblr TV has made strides since its inception, it still falls short of replicating the TikTok experience. Despite improvements such as lightbox support and enhanced video scrubbing, Tumblr’s video feed lacks the dynamic original content that defines TikTok.
- Tumblr TV offers vertical swipe-based navigation within channels like Art or Sports, similar to TikTok.
- However, many videos aren’t formatted for vertical viewing, resulting in a less polished user experience.
Despite these challenges, Tumblr hopes that its video feed will provide a sense of familiarity for TikTok users exploring new platforms. Yet with TikTok back online for now, the urgency for an alternative app may be diminishing.
