After Big Investment, Has Tumblr Stopped Growing?

Has Tumblr, the social blogging site Yahoo acquired for what was reported to be $1.1 billion last year, stopped growing? The social blogging network reached 47.49 active users in May 2013, the month the sale was announced, reports Forbes. The scoop source is now saying the sale to Yahoo was in the direction of 9.9 million.

Yahoo acquired Tumblr trying to add some “cool” to its audience since Tumblr’s users tend to be younger. On the time of the sale, both companies touted Tumblr because the fastest growing media network on the internet.

Since the sale, though, growth has remained fairly flat, just once spiking near the 50 million user mark in July, Forbes reports. The analysis relies on comScore data of both desktop and mobile users, in accordance with Forbes.

Tumblr has disputed Forbes’ read of a plateau in user growth. In a contemporary email responding to the comScore data, a spokeswoman explained:

“Comscore would not fully capture mobile traffic, because it doesn’t include in-app traffic (and that number you reference also only accounts for US). For Tumblr, 1 in 2 active users access Tumblr content during the mobile app. Moreover, previously year we’ve seen a 55% total engagement growth and on mobile this number is 251% growth.”

So are the stagnant numbers an indication that Tumblr has stopped growing? It depends upon who you ask and what numbers they’re using.

For example, a GlobalWebIndex survey of 170,000 Internet users worldwide also reported by Forbes may tell a marginally different story. The variety of people inside the global survey who described themselves as active users of the location remained flat at 4 percent from the second one during the fourth quarter of 2013. Nothing new there.

But the variety of Internet users who said that they had a Tumblr account jumped from six percent within the first quarter to twelve percent within the second quarter of 2013. That number dropped to 11 percent within the third quarter, but rose again to 13 percent to complete the year.

So comScore numbers won’t tell the complete story since they obviously leave some users out. Also, other numbers suggest that, whether or not they are all active or not, the choice of Tumblr users seems to still be growing.

Image: Tumbler

Leave a Reply

Your email address will not be published. Required fields are marked *