The Evolution of Tumblr TV: From Experiment to Core Feature
Back in 2015, Tumblr embarked on a journey of innovation with the launch of its GIF discovery feature, Tumblr TV. Originally an experimental product, this feature has undergone a significant transformation. Fast forward to today, with the U.S. TikTok ban casting uncertainty over the fate of the short-form video app, Tumblr has decided it’s the perfect time to elevate Tumblr TV from an experimental phase to a standard offering for all its users.
The Rollout of Tumblr TV
On Tuesday, Tumblr announced that Tumblr TV would officially graduate from its experimental home, known as Tumblr Labs. This exciting development means that new users will find the tab prominently positioned as the third option in the app. Existing users, on the other hand, have the flexibility to toggle Tumblr TV on or off within their Dashboard Tabs configuration settings.
Why Now? The Influence of TikTok’s Uncertain Future
The decision to promote this video product from experimentation to a core feature comes nearly a decade after its inception. The driving force behind this move is undoubtedly linked to the demand for TikTok alternatives in light of U.S. legislation banning apps with Chinese ownership. Although President Trump’s intervention has temporarily paused enforcement of the ban, TikTok’s future in the U.S. remains uncertain.
“Like many apps, Tumblr noted it saw a surge of users joining its service on the day of the TikTok ban,” a company spokesperson told TechCrunch.
{TechCrunch}
A Surge in User Engagement
On January 19, coinciding with the TikTok ban, Tumblr witnessed a remarkable spike in activity. The blogging service reported a 35% increase in iOS app installs and a 70% rise in new users joining Communities—a feature that allows users to participate in groups centered around specific interests.
- TikTok Repository: A community for backing up and sharing TikTok videos.
- TikTok Refugees: An active group catering to both new and returning users.
Tumblr TV vs. TikTok: Can It Compete?
As a potential competitor to TikTok, Tumblr TV falls short in several areas. Although improvements were made during its tenure as a Labs feature—including lightbox support, improved scrubbing, and video compatibility—the final product doesn’t quite capture the essence of TikTok’s original creator-driven content.
While Tumblr’s video feed allows for vertical swipe-based navigation within channels like Art or Sports when viewed on mobile, it still lacks some key features. Many videos featured aren’t formatted for vertical viewing since they weren’t initially recorded for vertical video apps.
Looking Ahead: Can Tumblr Attract TikTok Users?
Despite these limitations, Tumblr remains hopeful that its video feed could offer some solace to displaced TikTok users. However, with TikTok back online in the U.S., at least for now, the urgency for a backup app may be diminishing.
