After Facebook’s Live Video and Twitter’s Periscope, Tumblr has decided to join the live video craze. The Yahoo-owned blogging service announced that the new feature will become available on June 21.
Tumblr which was bought by Yahoo or $1.1 billion three years ago, didn’t provide more details on the new live streaming service. The blog post was noticed by a Twitter user who said that the idea was “pretty cool.”
According to the blog post, Tumblr has also in mind an initial schedule of streams including a short video streaming session with an unidentified player from Harlem Globetrotters. The video is scheduled for Tuesday.
People familiar with the matter said that the site will also allow users to post their own live streams alongside its scheduled broadcasts. If rumors are true, this means that Tumblr will become a direct rival to tremendously popular live video streaming services Periscope and Live Video.
We don’t know yet whether the new service will be embedded in the existing app or a new app will be rolled out for that purpose on Tuesday. Analysts noted that Tumblr’s move may be an effort to reboost the blogging site’s withering popularity.
Although it used to be immensely popular a few years ago when Yahoo decided to buy it, in the meantime the service’s popularity plunged. As a result, Yahoo recently valuated the service for $230 million a proof that the investment hasn’t yielded the expected results. Yahoo had big plans for the service with an ad revenue goal for 2014 of $100 million.
Analysts cannot tell yet whether the recent decision will revive the blogging service. Reportedly, Tumblr will unveil other features on Tuesday designed to put it back on track.
Nevertheless, Tumblr may have a competitive edge against Facebook because it usually attracts young audiences. According to a 2014 report, the blogging site along with Instagram had one of the youngest audiences on the Internet. Over 70 percent of its users were teens or young adults in their 20s and early 30s. Facebook’s audience on the other hand is growing older with 25 percent of users being 45 or older.
In 2014, Tumblr also saw its popularity soar 120 percent in less than six months. Additionally, last year a viral story about a white and gold dress which appeared blue and black to some people accrued over 73 million page views.
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