Tumblr TV Launches: A TikTok Alternative

Tumblr TV Officially Launches After Years in Development

Originally introduced in 2015 as an experimental feature called Tumblr TV, the GIF discovery tool is now being rolled out to all users as a standard component of the platform. This decision follows uncertainty surrounding the U.S. availability of TikTok, prompting Tumblr to fully realize the potential of its video-supporting feature.

From Experiment to Core Feature

Tumblr announced on Tuesday the graduation of Tumblr TV from Tumblr Labs, its hub for experimental projects. The new tab will be prominently displayed for new users, appearing in the third position within the app.

Existing Tumblr users will have the option to enable or disable Tumblr TV through their Dashboard Tabs configuration settings, as outlined by the company.

TikTok Ban Fuels Demand for Alternatives

The promotion of Tumblr TV to a core feature is largely attributed to the increased demand for TikTok alternatives. This surge in interest occurred following the U.S. legislation that threatened to ban the short-form video app, along with others owned by Chinese entities.

Despite a temporary hold on enforcement due to intervention from President Trump, the future of TikTok in the U.S. remains unclear. Whether TikTok will reach an agreement to continue operating within the country after the deadline extension expires is still uncertain.

User Growth Following TikTok Ban

Tumblr experienced a significant increase in user activity on January 19, the day the TikTok ban was initially announced, according to a company spokesperson who spoke with TechCrunch.

Specifically, the blogging platform saw approximately a 35% rise in iOS app installations and a 70% increase in new users joining Communities – a feature enabling users to connect within interest-based groups.

New Communities Emerge

The influx of users led to the creation of new Tumblr Communities. Examples include “TikTok Repository,” designed for backing up and sharing TikTok videos, and “TikTok Refugees,” which welcomed both new and returning users.

Limitations Compared to TikTok

Despite improvements made during its time as a Labs feature – including lightbox support, enhanced scrubbing, and video compatibility – Tumblr TV doesn’t fully replicate the TikTok experience. The platform lacks the emphasis on original content creation that defines TikTok.

While Tumblr’s video feed offers vertical swipe-based navigation within channels like Art or Sports, mirroring TikTok’s interface, the GIFs often appear grainy. Furthermore, many videos aren’t optimized for vertical viewing, as they weren’t originally created for this format.

Hopes for Attracting TikTok Users

Tumblr anticipates that a dedicated video feed will provide a more familiar environment for TikTok users considering a transition to the platform.

Diminishing Demand

However, with TikTok currently accessible in the U.S., the need for a backup app is likely decreasing.