Microblogging site Tumblr, once highly valued and sold to Yahoo for $1.1 billion in 2013 before declining to $3 million in value, is experiencing a revival among Gen Z users.
According to data shared with Business Insider, Gen Z now makes up 50% of Tumblr’s active monthly user base and accounts for 60% of new signups in 2025.
This spike in activity coincides with a mass exodus from Elon Musk-owned X and growing concerns over a potential TikTok ban. But the resurgence runs deeper.
Why the resurgence?
Analysts say Tumblr offers a rare refuge: a space where users can curate their experiences free from influencer culture and algorithmic pressure.
In contrast, Big Tech social media platforms, like X, TikTok, Instagram, Facebook, and WhatsApp, have become increasingly commercialized, polarized, and follower-driven, often fostering FOMO and clout-chasing.
Meanwhile, Tumblr steadfastly focused on fandom, art, and self-expression rather than individual status. This gives it the nostalgic early-2000s internet-era feel and makes it a safe space for younger users.
In a 2024 poll of over 600 Gen Z users, two-thirds said they wanted their social media presence to become more private.
Today, Tumblr ranks as the 10th most popular social media site in the US.