Tumblr Statistics 2026: Blogs, Users and Ownership

Tumblr hosted 637,275,870 blogs on August 27, 2026, according to the live counter the company publishes on its own About page. Its advertiser-facing audience page puts the platform at 60 million global monthly active users and 12 million in the United States. Those two numbers sit on two different Tumblr properties, and most Tumblr statistics in circulation trace back to one or the other. Almost every argument about whether the platform is thriving or fading comes down to which one somebody picked up first.

The same counter recorded 6,898,992 posts and 37,152 newly created blogs in the preceding day. Sections below cover blog and post volume, audience composition, device split, cross-platform overlap, app distribution, ownership economics, and content policy. Every number traces to a regulatory filing, a changelog, an app store listing, or a page Tumblr or its owner publishes.

Key Takeaways

• Tumblr carries roughly 10.6 blogs for every monthly active user, which is why the blog counter and the audience figure look like they describe different companies.
• Mobile apps deliver 69% of Tumblr’s daily active users, against 31% on the web.
• 78% of Tumblr users are not found on Snapchat, and 65% are absent from Pinterest, per Comscore US cross-visitation data.
• Tumblr’s advertising audience page reports Gen Z at 30% of users, while its press fact sheet puts Gen Z at 48% of active users.
• Yahoo wrote off $712 million of Tumblr goodwill and intangible assets across 2015 and the second quarter of 2016.
• Tumblr’s blog count now runs at roughly 4.2 times its end-of-2013 level.

Editor’s Choice

• Blogs on Tumblr: 637,275,870 as of August 27, 2026.
• Posts in one day: 6,898,992.
• Global monthly active users: 60 million.
• Yahoo purchase price: approximately $990 million, completed June 19, 2013.
• Android installs: over 100 million downloads on Google Play.
• Interface languages: 18.

How Many Blogs and Posts Are on Tumblr

Tumblr counts blogs, not accounts, which is a different unit from the monthly active users its advertiser page reports. That counter updates daily on the company’s About page, and the press fact sheet carries a rounded version of the same number.

• Tumblr’s public count stood at 637,275,870 blogs on August 27, 2026.
• 37,152 blogs were created in the single preceding day.
• 6,898,992 posts were made on that same day.
• That daily post volume averages 79.8 posts every second.
• Yahoo’s 2013 annual report placed Tumblr at nearly 150 million blogs and over 65 billion cumulative posts at the end of that year.
• Tumblr’s press fact sheet rounds the current figures to 637.3 million blogs and 6.9 million daily posts.

Source: Tumblr About page 2026, Tumblr Press Information 2026, Yahoo Form 10-K 2013

About This Data

Every figure here comes from twelve primary sources captured on August 27, 2026. Tumblr itself supplied its About, press, advertiser, and policy pages, three monthly changelog entries, and the Archrival community study. The rest are the Google Play listing, Automattic’s press fact sheet, and two Yahoo Form 10-K filings from 2013 and 2016. Only first-party disclosures and regulatory filings qualify, and figures update when those sources publish new editions.

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How Tumblr Users Access the Platform

Tumblr ships clients for the web, iOS, and Android. Its press fact sheet is the only place the company breaks daily active users down by surface.

• Mobile apps account for 69% of Tumblr’s daily active users.
• The web accounts for the remaining 31%.
• Tumblr’s Google Play listing carries a Mature 17+ content rating.
• Web images began downloading at a size matched to the reader’s screen in July 2026, which Tumblr flagged as a mobile-web speed improvement.
• A media auto-play setting arrived on the web in May 2026, letting readers decide whether GIFs and videos play automatically.

Recent Developments

• July 2026: Tumblr began surfacing podcasts, powered by Pocket Casts, when users search for audio tracks to attach to a post.
• July 2026: Account activity email notifications covering sign-ins and password changes can no longer be switched off.
• July 2026: Blog backups started including replies, and the Android settings area was rebuilt to include email settings.
• June 2026: Delayed account deletion now retains a deleted account’s data for 30 days so it can be restored on request.
• June 2026: A Comments tab landed on blogs for web and iOS app version 44.8 and later.
• May 2026: Post search inside Communities shipped on web, alongside oldest-to-newest sorting for likes.

Tumblr Monthly Active Users

Tumblr does not publish a monthly active user series in any filing or press release. The one place it states the figure is the audience page it maintains for advertisers.

• Tumblr reports 60 million global monthly active users.
• US monthly active users are reported at 12 million.
• US users therefore make up 20% of the global monthly active base.
• The page footnotes its statistics to GWI USA Attitudes and Interests 2024, Tumblr internal data from March 2025, and Comscore Media Metrix US cross-visitation data from March 2025.
• Tumblr separately ranks itself as the #78 website in the United States, a placement it attributes to SimilarWeb.

Why does no one use Tumblr anymore?

People do, but far fewer than the blog counter suggests. Tumblr reports 60 million monthly active users worldwide against 637,275,870 blogs, a ratio of roughly 10.6 blogs per active user. The platform is smaller than its archive, and the archive is what most headline statistics quote.

Tumblr Audience Demographics

Tumblr sells advertisers an audience it describes as global and Gen Z. Two Tumblr properties report the Gen Z share differently, and both are worth stating rather than averaging.

• The advertiser audience page puts Gen Z at 30% and Millennials at 12% of the user base.
• The press fact sheet puts Gen Z at 48% of active users.
• 60% of Tumblr users identify as creative, which Tumblr attributes to GWI USA Attitudes and Interests data from 2024.
• One in two users follow the gaming tag during onboarding, per Tumblr internal data from March 2025.
• Tumblr describes fashion as its most fan-driven community, with over 30 million followers.

Source: Tumblr Ads audience page 2026, Tumblr Press Information 2026

Those two Gen Z readings are not interchangeable. One describes the audience Tumblr sells to advertisers. The other describes active users on a fact sheet with no stated methodology. A reader who needs a single number should take the sourced one and say which it is.

How Tumblr’s Audience Overlaps With Other Platforms

Audience size answers one question. Audience overlap answers a more useful one. Tumblr publishes Comscore cross-visitation data measuring how much of its US audience each rival platform never sees.

• 78% of Tumblr users are not found on Snapchat.
• 65% are not found on Pinterest, and 63% are absent from Discord.
• 57% do not appear on X.
• 43% are absent from Instagram and 41% from Facebook.
• 40% are not found on TikTok, 37% are absent from Reddit, and 30% do not appear on YouTube.

By the numbers: Comscore’s March 2025 US cross-visitation data shows 78% of Tumblr users never appear on Snapchat and 63% are absent from Discord. Buying Snapchat, Pinterest or Discord will not reach much of this audience. Instagram, TikTok and Facebook reach most of it. Scale and exclusivity are different products. Our Discord statistics coverage tracks the comparison platform.

What Tumblr Statistics Miss: Blogs Per Monthly Active User

The gap readers keep tripping over is arithmetic, not mystery. Tumblr publishes both inputs, so the ratio can be derived directly.

• Dividing the blog counter by global monthly active users gives roughly 10.6 blogs per active user.
• The blog counter itself stood at 637,275,870.
• The monthly active user figure Tumblr publishes is 60 million.
• At the current creation rate of 37,152 new blogs a day, Tumblr would add roughly 13.6 million blogs over a year.
• A blog on Tumblr is closer to a folder than to an account, which is why side blogs, archive blogs, and abandoned fandom blogs all keep counting long after their owner stopped logging in.

Source: Tumblr About page 2026, Tumblr Ads audience page 2026

Tumblr Ownership History

Tumblr has changed hands since it was founded. The figures attached to those handovers are the clearest record of how the market valued it.

• Tumblr was founded in February 2007.
• Yahoo completed its acquisition of Tumblr, Inc. on June 19, 2013.
• Yahoo recorded a $230 million goodwill impairment against the Tumblr reporting unit during 2015.
• A further $395 million goodwill impairment followed in the second quarter of 2016.
• Tumblr now sits inside Automattic’s product family alongside WordPress.com, Woo, Jetpack, Day One and Pocket Casts.
• Matt Mullenweg is listed as Tumblr’s CEO on the About page, and he is Automattic’s founder and CEO.

What Yahoo Paid for Tumblr and What It Wrote Off

The filing separates two lines that are easy to conflate: gross assets acquired, and the net figure Yahoo paid after liabilities assumed. Both sit a few lines apart in Yahoo’s annual report for 2013, and the bullets below quote each of them.

• Yahoo’s filing records a total purchase price of approximately $990 million, with $1,104,732 thousand of gross assets acquired against $114,521 thousand of liabilities assumed.
• $752 million of the purchase price was allocated to goodwill.
• Yahoo booked the transaction at a net total of $990,211 thousand.
• Yahoo impaired $230 million of Tumblr goodwill in 2015.
• It impaired a further $395 million of goodwill in the second quarter of 2016.
• A separate $87 million charge hit Tumblr’s definite-lived intangible assets in the same quarter.
• $124 million of Tumblr goodwill remained on the balance sheet at December 31, 2016, a figure disclosed in the 2016 annual report.

Worth noting: Yahoo’s filings put $752 million of the Tumblr price into goodwill, then impaired $230 million of it in 2015 and $395 million more in a single quarter of 2016, leaving $124 million on the balance sheet by December of that year. Those write-downs recorded an accounting judgment about expected future cash flows. They measured nothing about how many people were still posting.

Tumblr App Downloads and Ratings

The Google Play listing is the only public distribution figure Tumblr’s owner publishes, and it is banded rather than exact. It is also the clearest read on how the mobile-to-desktop balance shows up in real installs.

• Tumblr’s Google Play listing has passed 100 million downloads.
• It holds a 3.8-star average from 3.74 million reviews.
• The phone-only breakdown shows 3.7 stars from 3.54 million reviews.
• The listing carries ads and in-app purchases, and is rated Mature 17+.
• Muted communities began appearing faded in the Communities tab on iOS and Android version 45.5 and later in July 2026.

Source: Google Play store listing, August 2026

Gen Z Attitudes Behind Tumblr’s Positioning

Tumblr commissioned original survey research with Archrival, covering hundreds of Gen Z and Millennial respondents plus over 100 brand marketers. The findings explain the pitch Tumblr now makes about the wider social media market.

• 84% of Gen Z respondents say being part of a community matters to them, more than standing out as popular.
• 83% say they can easily spot when brands are trying too hard to go viral.
• 62% agree that social media has too much media and not enough social.
• 56% say they often feel overwhelmed by the volume of content they encounter.
• 76% of marketers agree that content volume makes social media marketing overwhelming.

The takeaway: Archrival’s survey for Tumblr found 84% of Gen Z respondents value community membership over popularity, while 62% say social platforms carry too much media and not enough social. That is the case Tumblr is making to advertisers with this study, which sells community depth rather than reach.

How Marketers and Gen Z Rate Social Platforms

Archrival’s study asked marketers to rate, on a scale of 1 to 3, how confident they feel reaching Gen Z on each platform. It asked Gen Z to rate each platform on the same scale for how well it makes them aware of brands. The percentages below report those ratings. The two answers diverge on every platform tested, a pattern our Gen Z social media data has tracked from the audience side.

• 80% of marketers feel confident reaching Gen Z on TikTok, against a 65% rating from Gen Z themselves.
• Instagram scores 64% with marketers and 51% with Gen Z.
• YouTube scores 61% with marketers and 48% with Gen Z.
• Facebook scores 50% with marketers and 32% with Gen Z.

Top Topics and Interest Communities on Tumblr

Tumblr publishes a live topic ranking on its About page, and it turns over as fandoms move.

• Music, oc, dc, f1 and vintage were the top five topics listed on August 27, 2026.
• Tumblr describes music artists as using the platform to reach core fans, often through unlisted artist blogs.
• Fashion is the platform’s most fan-driven community at over 30 million followers.
• Tumblr’s headquarters is in San Francisco, and the service runs in 18 languages.
• A Comments tab added in June 2026 lets blog owners surface every comment they have left, with visibility controlled per blog.

Source: Tumblr About page, August 2026

Is Tumblr Still Popular in 2026?

By the measures Tumblr publishes, yes, though at a different scale than its archive implies. The platform recorded 6,898,992 posts and 37,152 new blogs in a single day, and its Android app has passed 100 million downloads. Tumblr places itself at #78 among US websites, a rank it attributes to SimilarWeb.

Popularity is the wrong axis for this platform. On every rival Comscore measured, a share of Tumblr’s US audience never shows up there at all. That per-platform non-overlap is what the figures above measure, and it prices differently from raw reach.

Is Tumblr Losing Users?

Nobody outside Tumblr can answer that from published data, because Tumblr does not release a monthly active user time series. Its advertiser audience page states 60 million global monthly active users and 12 million in the United States. There is no earlier or later company figure to compare either against.

Creation activity still runs at pace, and that is the one trend outsiders can measure. Tumblr logged 37,152 new blogs in a single day, an annualized pace of roughly 13.6 million new blogs. No trend line exists. Treat any published claim of a Tumblr user trend with suspicion unless it names the two dated company figures it is comparing.

Does Tumblr Still Ban Adult Content?

Not in the blanket form the question assumes. Tumblr’s current community rules state that visual depictions of sexually explicit acts, or content with an overt focus on genitalia, are not allowed, covering pictures, videos, GIFs, drawings, and CGI. The same guideline says nudity and other kinds of adult material are generally welcome, provided the poster adds a Content Label so readers can filter it.

Historically significant art depicting sex acts, of the kind found in mainstream museums, is permitted with proper labeling. Tumblr attributes the remaining restrictions in part to the policies of its payment partners.

Conclusion

Tumblr’s 637,275,870 blogs and 60 million monthly active users are both accurate, and the roughly 10.6 blogs per active user between them is the most useful figure. The platform is a large archive attached to a modest, unusually exclusive audience. Comscore finds 78% of its US users absent from Snapchat and 63% from Discord, while 69% of daily active users arrive through the mobile apps. Yahoo paid approximately $990 million for the platform, then wrote $712 million of goodwill and intangibles off it.

Under Automattic, the signal worth watching is shipping cadence rather than scale. Tumblr’s official changelog has published product changes in May, June and July 2026, from Communities post search on the web to a 30-day window in which a deleted account can be restored. That steady output is a better read on the platform’s health than any recycled user count. Advertisers, researchers, and anyone sizing the platform should take the two figures Tumblr publishes, name which one they are using, and stop averaging them.