With its 572 million blogs globally, Tumblr has secured its position as the 10th most popular social media platform in terms of monthly active users in the United States. [1] It continues to be a vibrant and thriving community for creators and content enthusiasts alike, with a staggering 12.8 million blogs published daily. This article will explore the rise of Tumblr, its evolution and how it has become an integral part of internet culture.

Key Tumblr Statistics

Tumblr statistics

  • Tumblr has 135 million active monthly users.
  • Gen Z and Millennials account for 40% and 30% of Tumblr’s user base, respectively. In the United States, Tumblr had 29.4 million users in 2020.
  • 11% of Tumblr’s user base falls in the age range of 26 years to 35 years, showcasing its popularity among young adults.
  • Globally, Tumblr ranks as the 103rd most visited website, with 222.7 million visitors as of April 2023.
  • The number of Tumblr blogs doubled in just eight years, growing from 17.5 million in 2011 to an impressive 496.1 million in 2020.
  • After the implementation of the adult content ban in 2018, user numbers declined significantly from 521 million in 2018 to 213 million in 2023.
  • Tumblr has a modest 0.28% share in the social media market.

Tumblr Users

Tumblr Users

The number of Tumblr users has been decreasing annually, although there is a small rise in overall user count. Worldwide, there are 135 million active users on Tumblr each month.

In the United States, Tumblr is the 10th most popular social media platform for monthly active users. As of 2020, Tumblr had 29.4 million users in the United States. [2] Additionally, Gen Z makes up 40% of Tumblr users, while Millennials account for 30% of Tumblr users.

Year Tumblr Users
2014 18.2 million
2015 21 million
2016 23.2 million
2017 25.2 million
2018 26.9 million
2019 28.3 million
2020 29.4 million

Tumblr Demographics

Tumblr Demographics

Among the user base of Tumblr, a notable 11% falls within the age range of 26 years to 35 years, highlighting the platform’s popularity among young adults.

Conversely, the percentage of users aged above 56 years is comparatively lower at just 3%. These insights shed light on the demographic distribution within the Tumblr community.

Age Group % of Tumblr Users
15-25 years 10%
26-35 years 11%
36-45 years 6%
46-55 years 5%
56+ years 3%

Approximately 50% of Tumblr users identify as women. When it comes to income distribution, 25% of Tumblr users in the United States fall into the annual income range of $80K to $100K, indicating a significant presence in the middle-class segment. Additionally, 15% of users have an income of less than $30K, highlighting the diversity of economic backgrounds within the Tumblr community.

Breaking down the income brackets further, 22% of users fall within the $30K to $60K range, while 15% fall within the $60K to $70K range. Another 24% have an income between $70K and $80K.

Interestingly, the largest segment of users, accounting for 27%, have an income exceeding $100K, suggesting a substantial number of high earners among the Tumblr user base.

Percentage of Tumblr Users Growth

Percentage of Tumblr Users Growth

The table provided illustrates the growth in the percentage of Tumblr users from 2014 to 2020. A clear downward trend can be observed, with the growth rate decreasing consistently year-on-year. This shift suggests a potential plateauing in Tumblr’s user base, dropping from a substantial growth of 32.8% in 2014 to just 4.1% in 2020. [2]

Year Growth Of The Number Of Users
2014 32.8%
2015 15.4%
2016 10.5%
2017 8.6%
2018 6.5%
2019 5.2%
2020 4.1%

One possible explanation for this decline in growth could be the rise of other social media platforms, such as Instagram and TikTok, which have become more popular among younger demographics. These platforms offer different features and content compared to Tumblr, and this may have caused users to shift their focus away from the platform.

Monthly Tumblr Traffic Statistics

Monthly Tumblr Traffic Statistics

 

Organic searches are the primary source of website traffic for Tumblr, but there has been a decline in annual visits. Currently, Tumblr ranks as the 103rd most visited website globally, with a total of 222.7 million visitors as of April 2023. Comparatively, there has been a decrease of 4.17% in visits compared to March 2023. [3]

Months Monthly Visits
February 2023 213 million
March 2023 232.4 million
April 2023 222.7 million

The table illustrates a fluctuating trend in Tumblr’s monthly visits throughout the early months of 2023. February recorded 213 million visits, which then saw a significant rise in March reaching 232.4 million visits, suggesting a surge in user engagement.

However, this upward trend did not sustain into April, as shown by a decline in visitor numbers to 222.7 million. This indicates a 4.17% decrease from the previous month’s traffic, signifying a need to explore strategies to reinstate Tumblr’s user traffic retention and growth.

Yearly Tumblr Traffic Statistics

yearly tumblr traffic statistics

Since implementing a ban on adult content in 2018, Tumblr has witnessed a decline in traffic. This decision was made to reshape the platform and create a more inclusive and user-friendly environment. [4]

While the move has notably impacted the platform’s user base, it reflects Tumblr’s commitment to fostering a safe and diverse community.

Year Tumblr Traffic
2018 521 million
2019 370 million
2020 318 million
2021 327 million
2022 270 million
2023 213 million

The table above depicts a clear downward trend in Tumblr’s yearly traffic from 2018 to 2023. Following the implementation of the adult content ban in 2018, user numbers dropped significantly from 521 million to 213 million in 2023.

Although the company deemed the decision necessary to cultivate a safer and more diverse community, it indeed affected the platform’s popularity and user engagement. Despite a slight recovery in 2021, the continued decline in 2022 and 2023 underscores the enduring impact of this policy decision on user activity.

Number of Blogs On Tumblr

Number of Blogs On Tumblr

The number of blogs on Tumblr has been steadily increasing over the years. From 17.5 million in 2011, it reached a staggering 496.1 million in 2020. In just eight years, the number of Tumblr blogs doubled.

Year Cumulative Tumblr Blogs
2011 17.5 million
2012 76.4  million
2013 141.4 million
2014 207.3 million
2015 260.5 million
2016 319.8 million
2017 373 million
2018 441.4 million
2019 480.1 million
2020 496.1 million

This platform sees a remarkable activity, with around 12.8 million blog posts published daily, translating to approximately 2,000 posts created every second. [5] With such a vast and dynamic community, Tumblr remains a popular hub for content creation and sharing.

Tumblr Market Share and Revenue

In 2013, Yahoo acquired Tumblr for a staggering $1.1 billion when the platform was experiencing remarkable growth.

Later, in 2017, Verizon took over Yahoo. However, in 2019, due to public backlash, Tumblr was sold to Automatic for a surprisingly low amount of only $3 million. [6]

Although the exact revenue numbers are undisclosed, Tumblr generates income by selling themes, sponsored days, sponsored video posts, and sponsored posts.

Currently, Tumblr holds a meagre 0.28% share in the social media market, while Instagram captures 5.28%, YouTube claims 6.35%, Twitter secures 7.44%, and the mighty Facebook dominates with a staggering 73.12% share. [7,8]

Conclusion

While Tumblr’s decision to ban adult content did result in a downturn in user traffic, it also signaled the platform’s firm dedication to promoting a safe, inclusive, and diverse digital environment. Nonetheless, the platform’s popularity as a content creation and sharing hub remains unscathed, as evidenced by the steady rise in blogs and daily posts. Despite experiencing challenges, Tumblr’s commitment to fostering an engaging and dynamic community sets it apart in the digital world.

References:

  1. https://www.demandsage.com/social-media-users/
  2. https://www.statista.com/
  3. https://www.demandsage.com/website-traffic-checkers/
  4. https://www.similarweb.com/
  5. https://financesonline.com/
  6. https://www.nytimes.com/2013/05/20/technology/yahoo-to-buy-tumblr-for-1-1-billion.html
  7. https://www.axios.com/verizon-tumblr-wordpress-automattic-e6645edd-bc73-45c2-9380-9fe8ca34291f.html
  8. https://gs.statcounter.com/social-media-stats