Tumblr has officially launched Tumblr TV, a video discovery feature, as a standard feature for all its users, following the uncertainty surrounding the fate of TikTok in the US. The feature, initially launched as an experimental product in 2015, has evolved to support video content and is now available to everyone, the company announced on Tuesday.

The decision to promote Tumblr TV from an experimental project to a core feature comes at a time when the demand for TikTok alternatives is on the rise. The US ban on TikTok, although currently on hold, has left users searching for alternative platforms to share and discover short-form video content. Tumblr, seeing an opportunity, has seized the moment to revamp and relaunch its video discovery feature.

According to a company spokesperson, Tumblr saw a significant surge in new users joining its service on the day of the TikTok ban, with a 35% increase in iOS app installs and a 70% increase in new users joining Communities, a feature that allows users to join various groups focused on specific interests. This influx of new users has led to the creation of Tumblr Communities, such as TikTok Repository and TikTok Refugees, aimed at providing a platform for TikTok users to back up and share their videos.

While Tumblr TV may not be a direct competitor to TikTok, the company hopes that its video feed will make TikTok users feel more at home. The feature allows for vertical swipe-based navigation within its channels, similar to TikTok, and has undergone significant improvements, including the addition of lightbox support, improved scrubbing, and video support. However, the final product still falls short of replicating the TikTok experience, with grainy GIFs and videos not optimized for vertical viewing.

Despite the limitations, Tumblr's move to launch Tumblr TV as a standard feature is a strategic one. The company is positioning itself as a viable alternative to TikTok, should the app's fate in the US remain uncertain. With the 75-day deadline extension for TikTok to agree to a deal to keep the app live in the US, Tumblr is capitalizing on the demand for short-form video platforms.

However, with TikTok currently back online in the US, the demand for a backup app may be waning. Tumblr will need to continue to improve and refine its video discovery feature to attract and retain users. The company's move to launch Tumblr TV as a standard feature is a step in the right direction, but it remains to be seen whether it can effectively compete with TikTok and other short-form video platforms.

In the broader context, Tumblr's move highlights the ongoing battle for dominance in the short-form video space. As social media platforms continue to evolve and adapt to changing user behaviors, the launch of Tumblr TV serves as a reminder of the importance of innovation and agility in the tech industry.