Microblogging and social networking website Tumblr launches its live streaming feature in partnership with Livebox. The new feature is being rolled out to all iOS and Android users in the U.S. The Meet Group broke the news two days ago, stating that the microblogging website is now part of the family.
“We are excited to add Tumblr to our growing portfolio of Livebox partners,” said Geoff Cook, CEO and co-founder of The Meet Group. “As one of our largest partners, Tumblr Live showcases the applicability of live video and creator economy solutions to various social platforms and use cases.
Dubbed ‘Tumblr Live,’ the new feature will now let brands and creators monetize their content the same way users may tip streamers using Livebox.
Livebox lets viewers support their favorite creators by giving them “Diamonds.” The video platform promises moderation safeguards through AI and manual review for any content that violates both Livebox and Tumblr’s policies.
“We’re curious to see how Tumblr’s overflowing creativity will blossom now that users have access to native live streaming. Our creators are multi-modal, and this is a new color in their palette,” said Matt Mullenweg, founder and CEO of Tumblr's parent company Automattic.
“With everything needed to launch live streaming video and new creator economy solutions all in one ‘box’, Livebox gives brands the power to create new chances for connection while also providing opportunities for quantifiable business impact. We couldn’t be happier to partner with Tumblr to help users create great content and storytelling.”
The latest move signals Tumblr’s desire to become a more prominent name in the advertising game, which the company has failed to achieve in the past. Yahoo bought the microblogging site back in 2013 for $1.1 billion, then quickly dumped it on Verizon, which banned pornography and drove away most of the remained users.
As Tumblr steps up to reinvent itself, focusing on video investment helps the microblogging website compete with its rival platform, Twitter, which is currently going through some tough times, to say the least.
Just this year, Tumblr posted tweets hinting Twitter users to migrate to their website amid Elon Musk’s crackdown on free speech.
