In 2015, Tumblr introduced a unique feature called Tumblr TV, specifically designed to facilitate GIF discovery. In light of the uncertain status of TikTok in the U.S., Tumblr has now launched this feature, which has evolved to include video support, across its platform as a standard offering.
Tumblr announced on Tuesday that Tumblr TV has successfully moved from its experimental stage within Tumblr Labs to become available to all users. New users will immediately notice the Tumblr TV tab prominently displayed in the app, while current users can adjust their Dashboard Tabs settings to either enable or disable this new video feature.
The timing of this upgrade, nearly a decade after its initial inception, is largely influenced by the growing interest in alternatives to TikTok following legislation banning apps with Chinese ownership, including TikTok, within the U.S. While the enforcement of this ban is currently paused, the future of TikTok in the U.S. remains in limbo.
Tumblr experienced a surge in user activity on the day the TikTok ban was announced, according to a company spokesperson. The platform saw a significant spike—approximately 35% in iOS app downloads and a remarkable 70% increase in new users joining its Communities, which are groups dedicated to specific interests.
Interestingly, some of these new users created Communities such as “TikTok Repository” for sharing and storing TikTok videos, and “TikTok Refugees,” which attracted both new and returning members.
As a TikTok alternative, however, Tumblr TV doesn’t quite measure up. Despite enhancements during its developmental phase—like the introduction of lightbox support, improved video navigation, and added video compatibility—the end product lacks the unique flare that makes TikTok stand out, where original creator content thrives.
Tumblr’s video feed does offer a vertical swipe feature for navigating through channels such as Art or Sports on mobile devices, akin to TikTok’s interface. However, the experience isn’t quite the same; the GIFs appear grainy, and videos generally aren’t optimized for vertical viewing, as they weren’t originally intended for such a format.
Despite these differences, Tumblr hopes to provide a familiar environment for TikTok users who might switch to their platform. Nevertheless, with TikTok’s availability in the U.S. reinstated for now, the immediate necessity for an alternative seems to be diminishing.
