Tumblr Launches TumblrTV to More Users, Introducing a New TikTok Alternative

Lindsey Gamble

Tumblr is the latest platform to try to capitalize on TikTok’s uncertainty. It announced the launch of TumblrTV for all users. Previously available only as a Labs experiment designed to help users find GIFs, the updated version now includes video content.

New users will find TumblrTV in the third position of the tab on the mobile app, while existing users can enable it in the Dashboard Tabs configuration, toggling on the TumblrTV option.

Once enabled, tapping the TumblrTV tab will reveal a Recommended and Channels section. The former will display videos and GIFs the platform believes users will enjoy, while the latter will organize content by categories such as Gaming, Music & Theater, Humor, Sports, TV, and Fashion.

Tapping on any category will take users to a vertical feed where they can like, comment, repost, or share. Users can also swipe up to move through the feed and discover more content.

Why It Matters: TumblrTV still leans heavily on GIFs, so it may not be the best alternative for users seeking more snackable video content like TikTok.

In 2023, Tumblr released a lengthy memo outlining its plans, hinting at a future TikTok-like experience. With this in mind, TumblrTV could be further developed over time.

That said, the launch of TumblrTV adds Tumblr to the growing list of platforms introducing short-form video experiences to attract TikTok users, including Bluesky, X, and Surf. Additionally, platforms like Meta have already established short-form video experiences and are now focusing on drawing TikTok creators to Instagram and Facebook through new bonus programs and enhanced discovery.