It's no accident that Tumblr's resurgence into pop culture is happening hand in hand with a rediscovery of the vibes that made the platform the toast of 2012: indie sleaze, emo sensibilities, and the return to twee. The microblogging platform has pulled off a comeback in a way that its fellow 2000s era platforms like MySpace or Livejournal have failed to do.
The platform only this week introduced Tumblr Live, a dedicated live streaming function for American app users. Just so you know, Tumblr has previously allowed users to post broadcasts from other websites like YouTube, supporting livestreams. However, this new function, which enables users pay creators, is integrated into the platform.
The statistics show that it's effective: 48% of Tumblr's 135 million monthly users are members of Generation Z. Given that Tumblr saw a 96% increase in adoption between October 27, 2022, and November 17, 2022—coincidentally the weeks after Musk's takeover of Twitter—that figure may now be substantially higher.