In 2015, Tumblr introduced an experimental GIF discovery tool named Tumblr TV. With recent uncertainties surrounding TikTok due to a potential U.S. ban, Tumblr has now opted to roll out Tumblr TV, which has developed into a video-supporting feature, to its entire user base as a standard capability.
On Tuesday, the company announced that this product has officially transitioned from Tumblr Labs—its experimental hub—to become accessible to all users. Newcomers will find the tab highlighted prominently in the app’s third position, while existing users can easily toggle the Tumblr TV feature on or off via their Dashboard Tabs settings, as stated by Tumblr.
Promoting the video feature from its experimental phase nearly a decade after its inception is largely influenced by the rising demand for alternatives to TikTok, particularly after the U.S. law prohibiting apps with Chinese ownership.
While the enforcement of this ban is currently paused following President Trump’s intervention, the future of TikTok remains uncertain—whether it will reach a deal to continue operating in the U.S. after an extended 75-day deadline is yet to be seen, given the app’s many interested buyers—despite the ongoing speculation.
As many platforms experienced, Tumblr reported significant user growth following the TikTok ban on January 19. According to a spokesperson, this led to a roughly 35% increase in new iOS app installations and a remarkable 70% rise in users joining Communities, a feature designed for users to connect over shared interests.
Some newcomers even created Tumblr Communities, such as TikTok Repository, providing a space for users to save and share their TikTok videos. Another Community, TikTok Refugees, was also active with both new and returning members, as reported by the company.
However, Tumblr TV may not fully compete with TikTok, as the improvements made during its Labs phase—such as lightbox support, enhanced scrubbing, and video capability—still result in a product that feels distinct from TikTok, where user-generated content is prevalent.
Although Tumblr’s video feed allows for vertical swipe navigation through different channels (like Art and Sports) on mobile, akin to TikTok, the GIFs displayed in full-screen mode appear grainy, and many videos are not optimized for vertical viewing as they weren’t originally created for a vertical format.
Nonetheless, the company remains hopeful that its video feed can attract TikTok users seeking a new platform.
With TikTok currently operational in the U.S., though, the necessity for a backup app could diminish.
Compiled by Techarena.au.
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