Tumblr Popularity After Porn Ban

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The flagging of Vitrove's posts is only one of the many examples that demonstrate the state of Tumblr's controversial porn ban a year after its implementation. Pictures of breakfast, anime, and memes have been flagged under the new policy. Even Tumblr's announcement about the porn ban was marked as NSFW.
This post from Tumblr shows how the "porn ban" policy has a long way to go.
But Tumblr's imperfect machine-learning algorithm only poses a problem for those still active on the platform. Since the ban, Tumblr has been bleeding users. According to data provided to The Atlantic, Tumblr's number of unique monthly visitors decreased by more than 20% in 2019. The number of users visiting the site, and the amount of time they spend on it, also declined from 2018 to 2019.
It's no coincidence that Tumblr acted as a haven to marginalized group whose content wasn't accepted in the mainstream sections of the internet: sex workers needing to make a sustainable income; erotica writers and artists looking for their work to be appreciated; LGBTQ+ people searching for others like them; people into BDSM and kink wanting an open place to talk about their desires. Tumblr was one of the few mainstream social networks where porn and NSFW content was allowed, and so those communities found shelter there.
"This sharing was so desperately vital for women and other marginalized people whose sexualities are often overlooked or infantilised in media about sex in preference for the tastes of the traditional porn consumer - the straight white guy," porn actress Vex Ashley wrote in a blog post on Medium last year. "[Tumblr] allowed you to become a collector of your own desires, displaying them and celebrating them proudly, rather than having them spoon fed by a tube site algorithm."
When the porn disappeared, so did Tumblr's sense of community, a German student named Sophia told Business Insider. The art community she found on Tumblr has packed up fully and left for greener pastures: sites like DeviantArt, where there are still strict limits on NSFW art, and Twitter, where NSFW content is still allowed (for now).
Following the 2018 porn ban, Tumblr fielded offers from those ardent to keep NSFW content alive there, including PornHub and the singer Halsey.
While some Tumblr users hoped that perhaps the site's new owner would bring back NSFW content, Automattic's CEO quickly dispelled those rumors.
But not only is Tumblr having issues retaining users, but it's also having trouble getting new people to its site. The Atlantic's data showed that traffic to Tumblr's login page page in the US has been cut nearly in half sine 2018. In the year since the porn ban, first-time downloads of the Tumblr app declined 32%, according to data provided to mobile analytics service Sensor Tower to Business Insider.
Nevertheless, Tumblr published its annual year-in-review in December, highlighting the most popular fandoms and trending topics in categories ranging from K-pop, to Pokémon, to the best "ships" (fictionalized relationships that Tumblr users love to speculate about).
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Tumblr has lost 30 percent of web traffic since December
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Since Tumblr announced its porn ban in December, many users reacted by explaining that they mainly used the site for browsing not-safe-for-work content, and they threatened to leave the platform if the ban were enforced. It now appears that many users have made good on that threat: Tumblr’s traffic has dropped nearly 30 percent since December.
Tumblr’s global traffic in December clocked in at 521 million, but it had dropped to 370 million by February, web analytics firm SimilarWeb tells The Verge. Statista reports a similar trend in the number of unique visitors. By January 2019, only over 437 million visited Tumblr, compared to a high of 642 million visitors in July 2018.
The ban removed explicit posts from public view, including any media that portrayed sex acts, exposed genitals, and “female-presenting” nipples. Some users say enforcement of the ban has been spotty — one user wrote into The Verge to say that they’re still seeing porn on the platform — but even so, users have apparently left Tumblr in droves. We know that the platform was mainly known for its NSFW content, which was often not just porn that could be found on any number of alternative sites. It also included unique communities that discussed sexuality in healthy ways.
On December 3rd, when Tumblr first told The Verge that it would ban porn by the 17th, CEO Jeff D’Onofrio said in a statement at the time that users had other options. “There are no shortage of sites on the internet that feature adult content,” he said. It looks like users have taken D’Onofrio up on his offer and gone to other sites.
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