Tumblr has officially launched Tumblr TV, a video feature that originated nearly a decade ago as a GIF discovery tool. The move comes in response to the uncertain future of TikTok in the U.S. due to recent legislative actions. New users will find the video tab prominently positioned, while existing users can toggle it within their settings. Following the TikTok ban announcement, Tumblr experienced a significant surge in user engagement, with a 35% rise in iOS app installs. Although Tumblr TV aims to attract TikTok users, it currently lacks the original creator content that defines its rival.