In 2015, Tumblr introduced a GIF discovery feature called Tumblr TV as an experimental project. Almost 10 years later, with concerns surrounding TikTok’s future in the United States due to government restrictions, Tumblr has officially launched Tumblr TV as a permanent feature on its platform.
A fresh start for Tumblr TV
Tumblr announced on Tuesday that Tumblr TV had graduated from its experimental home, Tumblr Labs, to become a standard user feature. For new users, the feature is now prominently displayed as the third tab in the app interface. Existing users can turn Tumblr TV on or off through the Dashboard Tab configuration settings, making it a flexible option for those interested in exploring video content.
The decision to promote Tumblr TV comes amid the uncertainty surrounding TikTok, which has faced legal challenges and a temporary ban in the U.S. While the ban is currently paused, the app’s future remains unclear. The situation has created a demand for alternatives to TikTok, allowing platforms like Tumblr to attract new users.
A surge in users amid TikTok’s legal troubles
When TikTok’s ban went into effect on January 19, Tumblr experienced a notable spike in activity. According to a company spokesperson, iOS app installs increased by around 35%, and new user sign-ups in Tumblr’s Communities feature jumped by 70%.
The Communities feature allows users to join groups based on shared interests. In response to the TikTok ban, some users created Communities specifically designed to cater to former TikTok users. Groups like “TikTok Repository” were created to provide a space for backing up and sharing TikTok videos. At the same time, “TikTok Refugees” attracted new and returning Tumblr users looking for a place to connect.
How Tumblr TV stacks up against TikTok
While Tumblr TV aims to offer a similar experience to TikTok, it falls short of matching the short-form video giant. Initially a GIF discovery tool, Tumblr TV has undergone significant updates, including the addition of video support, improved scrubbing, and lightbox functionality. However, the final product doesn’t mirror TikTok’s polished interface or its focus on original creator content.
Tumblr TV allows vertical swipe navigation within curated channels like Art or Sports, which feels familiar to TikTok users. However, many of the videos on Tumblr TV were not designed for vertical viewing and lacked the high-quality, engaging visuals that TikTok is known for. Additionally, GIFs, a major feature of Tumblr TV, are often grainy and don’t offer the same seamless viewing experience.
Despite these limitations, Tumblr is positioning Tumblr TV as a welcoming option for TikTok users searching for a new platform. While TikTok remains active in the U.S. for now, interest in alternative apps may fade as the legal battles surrounding TikTok’s ban continue to unfold.
