Amid the debate over a possible TikTok ban in the United States, Tumblr has decided to revive one of its old projects: Tumblr TVWhat started as a GIF search engine in its experimental phase now takes a new form, adapting to the current demands for vertical format content and trying to position itself as a viable alternative to the giant ByteDance. This strategic move comes at a time when Thousands of users are looking for new platforms following the uncertainty surrounding TikTok.
Tumblr TV was originally introduced a decade ago as an experimental GIF search tool., but its reach has been significantly expanded. It now allows for video playback, including vertical swipe navigation, similar to TikTok’s signature style. This change makes Tumblr TV a more fully-featured feature, looking to appeal to both content creators and regular viewers.
Tumblr TV: An Alternative Amid Uncertainty
The timing of Tumblr's relaunch of its tool does not seem coincidental. Since January 19, when a regulation came into force in the United States restricting applications controlled by foreign companies considered adversaries of the country, the fate of TikTok has become uncertain. Although the government has granted an additional 75 days to try to reach an agreement and avoid a total ban, the climate of uncertainty has generated an increase in the search for alternatives among users.
In this context, Tumblr has experienced a notable increase in its user base.. According to recent data, on the day the possible ban on TikTok was announced, the platform experienced a 35% increase in downloads of its iOS app, and 70% more new registrations in its Communities. These figures show Users' interest in exploring options that can replace the popular short video app.
Features and Limitations of Tumblr TV
Tumblr TV offers a vertical browsing experience for exploring both GIFs and videos, organized into different channels like Arts or Sports. This approach emulates the swipe-based navigation style that TikTok has popularized, providing users with a slightly familiar environment. However, Tumblr TV's transition from a GIF search engine to a video tool has not been without challenges.
One of the weak points pointed out by users is the quality of the content. Many videos are not formatted to be viewed vertically, as they were not originally recorded with that intention. In addition, GIFs, which remain a significant part of the available content, present problems of granularityThese limitations contrast with the more polished experience offered by TikTok, which focuses on original content created specifically for mobile and in vertical format.
A Strategic and Opportunistic Movement
The relaunch of Tumblr TV can be interpreted as an opportunistic move taking advantage of TikTok's difficult moment. The platform seeks to attract those users who, faced with the possibility of a definitive TikTok blackout in the United States, are exploring other options. However, Tumblr seems aware that there are still aspects to improve in order to to be able to compete directly with the features and functionalities of its most direct rival.
Despite the criticism, Tumblr hopes that this new feature will serve as an entry point for users displaced from TikTok. Additionally, the relaunch of Tumblr TV also responds to a broader trend in the industry, where other platforms like Meta and Bluesky have begun to incorporate similar features to attract short video audiences.
Tumblr TV is currently available to all users., who can activate or deactivate it from the tab settings in the main panel of the app. The company has promised to continue working on improvements for the tool, with the intention of optimize its functionality and better adapt to the needs of modern users.
Tumblr's move, while ambitious, still has a long way to go to become a solid alternative to TikTok's dominance in the short-form video market. However, time will tell if its efforts manage to attract a critical mass of users looking to explore other types of digital experiences.
