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Tumblr, Inc.

legal form Corporation
founding February 2007
Seat New York City , United States
management David Karp (Founder and CEO)
Number of employees 397 (as of December 2016)
Branch Online media, social media
Website www.tumblr.com

Tumblr (spelling: tumblr ) is a blogging platform that allows users to post texts, images, quotes, chat logs , links, and video and audio files on a blog . It is operated by Tumblr Inc., which was taken over by Automattic in August 2019 .


Tumblr founder David Karp (2009)

David Karp founded Tumblr in 2007 with Marco Arment . In 2010, Tumblr had over 20 million users. As of January 1, 2012, there were around 39 million blogs with 50 million daily entries. These numbers rose sharply in the following years, so that Tumblr had around 163 million blogs and up to 100 million entries per day in January 2014. Another two years later there were already 293 million blogs on which a total of 133 billion individual entries have been uploaded so far. In March 2018 there were 400 million and at the end of June 2020 502 million blogs.

The share of German users is around 3.5%, and that of the USA around 35.8%. The Tumblr community is mostly made up of people between the ages of 13 and 22. Some users publish z. B. exclusively self-made photographs, while others specialize in "re-logging" or mix their own posts ( English for entries ) with re-blogs. The various blogs differ greatly from one another thematically. A comprehensive breakdown into specific categories is hardly possible. Kim Jong-il Looking at Things is an example of a successful Tumblr blog.

Yahoo bought the blogging platform in May 2013 after reporting to the Securities and Exchange Commission for "an estimated $ 990 million". Founder David Karp will receive a bonus of 110 million dollars if he stays with the company for at least another four years. The acquisition is related to a statement by the CFO of Yahoo that they need to target more users between the ages of 18 and 24. It is also important to get “cool” again through Tumblr.

Several countries have blocked the website for pornography , religious extremism or LGBT content. These countries include China, Indonesia, Kazakhstan and Iran. After the Tumblr app was removed from Apple's AppStore in November 2018, Tumblr announced that as of December 17, 2018, pornographic images would no longer be allowed. The reasons are disadvantages in the marketing of advertising and the new Stop Enabling Sex Traffickers Act . Tumblr then blocked some blogs in advance, some of them for no reason, as no content was found that violated the terms of use. By March 2019, Tumblr had lost a third of its users due to the ban on "adult content".

In August 2019, Tumblr was sold to Automattic, the operator of the blogger platform WordPress.com . The low purchase price of "well under US $ 20 million" caused a stir in the press. All 200 employees would be taken over, and the new operator wants to stick to the ban on pornographic contributions, it said.


Tumblr offers the publication of self-created and third-party content, in particular the "relogging" of entries from other Tumblr blogs. The author of a work automatically makes it available for free use on Tumblr when it is uploaded, which rules out a violation of copyright law when merely “re-logging”, provided that the first blogger actually owns the rights to it. This makes it very easy for users to add content to their own blog.

On Tumblr, however, the procedure has largely become established of naming the author of the unsolicited use of images and including a link to the original. Registered users can mark entries of other users as favorites and follow other users in order to make their entries visible in their "dashboard", which is also used to manage their own entries.


Web links

Commons : Tumblr  - collection of pictures, videos and audio files
  • Official website
  • Ingo Doctor: Microblogging with Tumblr: The Mess Diary . In: the daily newspaper . September 4, 2010 ( taz.de ).

Individual evidence

  1. Via Tumblr. In: tumblr.com. Retrieved December 7, 2016 .
  2. ^ A b Daniel AJ Sokolov: Wordpress is buying Tumblr at a bargain price. In: heise.de. Heise Online, August 13, 2019, accessed on July 2, 2020 .
  3. David Kushner: David Karp is the Barely Legal Blogfather . Archived from the original on June 15, 2009. Retrieved April 13, 2009. 
  4. Doree Shafrir: Would You Take a Tumblr With This Man? . Archived from the original on January 25, 2012. Retrieved March 23, 2009. 
  5. a b About Tumblr. In: tumblr.com. Retrieved March 25, 2016 .
  6. Press information - Tumblr. In: tumblr.com. Retrieved March 25, 2016 .
  7. Register - Tumblr. Tumblr, accessed June 30, 2020 .
  8. A. Poleshova: Number of blogs on Tumblr worldwide until June 2020. Statista , June 3, 2020, accessed June 30, 2020 .
  9. Tumblr - users by country July 2017 | Statistics. In: statista.com. Statista, accessed December 27, 2017 .
  10. ^ Form 10-Q. In: sec.gov. Retrieved March 25, 2016 .
  11. Lars Budde: Yahoo buys Tumblr for $ 1.1 billion. In: t3n magazine . Accessed May 21, 2013, accessed May 21, 2013 : “Earlier this week, Ken Goldman, Yahoo's chief financial officer, said we had to try to reach more users between the ages of 18 and 24. It is important to get "cool" again. "
  12. techinasia.com
  13. businessinsider.de
  14. intellinews.com
  15. viewdns.info
  16. Shannon Liao: Tumblr will ban all adult content on December 17th. In: theverge.com . December 3, 2018, accessed July 5, 2020.
  17. Hannes Brecher: Tumblr bans NSFW content, censoring Garfield & co. In: notebookcheck.com. December 4, 2018, accessed August 4, 2020 .
  18. After the porn ban: Tumblr loses a third of its users. Retrieved March 15, 2019 .
  19. Ursula Perano, Dan Primack: Verizon agrees to sell Tumblr to owner of Wordpress. In: Axios. August 12, 2019, accessed on August 14, 2019 .
  20. Paul Boutin: Tumblr Makes Blogging Blissfully Easy. In: nytimes.com. Gadgetwise Blog, accessed March 25, 2016 .
  21. Tumblr. In: tumblr.com. Retrieved March 25, 2016 .
  22. Basic Blog Service: The Year of Tumblr. In: Spiegel Online . Retrieved March 25, 2016 .