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Following TikTok’s removal from the U.S. app store, Tumblr has released TumblrTV as a full-fledged video platform. Since January 19, the tool has seen a 35% surge in new iOS installations.
The microblogging platform has upgraded Tumblr TV, which spent nearly ten years as a Labs experiment, into a standard service with video support and vertical scrolling capabilities. New users will find Tumblr TV enabled by default, while existing users can activate it through their Dashboard settings.
This launch comes at a crucial moment when TikTok’s future is uncertain. The platform was inaccessible to US users on January 19 due to a law concerning national data security taking effect. Its operations only came back the next day after a reprieve from President Donald Trump.
The platform’s timing appears calculated. Tumblr experienced a 35% increase in iOS installs and a 70% increase in users joining its Communities feature. New groups like “TikTok Repository” and “TikTok Refugees” quickly emerged, providing spaces for displaced content creators.
While the swipe navigation feels familiar, Tumblr TV has a long way to go to match TikTok’s polished experience. Many videos on the platform weren’t originally created for vertical viewing, resulting in a less refined user experience. The service also relies heavily on GIFs, which can sometimes appear grainy.
The feature’s success may depend on TikTok’s regulatory fate. President Trump has temporarily paused the ban through an executive order, requiring the company to sell off half of its ownership to American investors within 75 days. TikTok remains unavailable in major app stores, so Tumblr continues to position itself as an alternative platform.
