You will be redirected back to your article in seconds

Tumblr Launches Live Video With YouTube, YouNow, Other Partners

Yahoo’s Tumblr is diving into live video — but on the backs of four live-streaming platform partners, not through its own service.

The blogging site is launching live-video support with Google’s YouTube, YouNow, AOL’s Kanvas and Upclose, and says it’s working several media partners and organizations to live-stream dedicated content and events, including Mashable, Refinery29, MTV and AOL’s Huffington Post.

One notable partner missing from Tumblr’s lineup is Periscope, the Twitter-owned live-streaming service that claims users watch 110 years’ worth of video every day and 200 million broadcasts since launching in March 2015. Following the launch, Tumblr is exploring expanding its set of live-streaming partners.

Tumblr Live Video is currently an editorial initiative, but it is currently exploring ways to bring live video to brand partners as an ad offering, according to a rep.

Yahoo acquired Tumblr in 2014, and the blogging platform has north of 550 million monthly users. But Tumblr has struggled to produce revenue and Yahoo — which is in the process of selling itself in an auction — earlier this year said it may write down the remaining $519 million in goodwill from the Tumblr acquisition after previously taking a $230 million charge in the fourth quarter of 2015.

With the launch, Tumblr now has a foothold in live video, although it’s dependent on partners. Live video has been a major strategic push for Facebook and Twitter, both of which are seeking to bring more content partners into the fold. In 2008, Yahoo launched a live-streaming service of its own called “Yahoo Live” (which is now the umbrella brand for the site’s live events) that may just have been ahead of its time: The Internet company folded the user-broadcasting service in less than a year.

Tumblr users who share live video from YouNow, Kanvas, Upclose or YouTube (which is available initially only for Android devices, with iOS support coming in a few days) will have their followers see a push notification if they’re live or if they reblog a live video. The live video will be pinned in the first position at the top of followers’ Dashboards on web and mobile while it’s live.

If users choose to save the replay of their video on the live video provider app, the live video will live on their Tumblr as a regular video post that can be replayed shortly after the live video session concludes.

More Digital

  • The Frontier

    Conecta Fiction: Project Pitches Prizes Passed Out in Pamplona

    On Wednesday evening the Spanish city of Pamplona was overrun, not by bulls, but by hopeful TV creators who had spent the early week pitching their projects at Conecta Fiction, and who anxiously waited to find out the titles which would take home silverware. Meanwhile, “Monzón,” a Disney-Pampa-Incaa production portraying the tragic violence of Argentine [...]

  • YouTube logo

    Why Splitting Up YouTube Is a Terrible Idea

    Facing mounting pressure over failures to protect children from inappropriate content, Google is reportedly considering a number of changes to its video sharing site YouTube. The Wall Street Journal reported Wednesday that one of the ideas circulated internally was to effectively split up YouTube, and spin out all children’s content into the existing YouTube Kids [...]

  • Niantic's Harry Potter: Wizards Unite Game

    ‘Harry Potter: Wizards Unite’ to Launch This Week

    “Pokemon Go” maker Niantic is getting ready to launch its next big game: “Harry Potter: Wizards Unite” is set to launch in June 21, the company revealed in a tweet this week. The worldwide launch of Harry Potter: Wizards Unite begins this Friday, June 21! Keep your eyes peeled and wand ready for more information [...]

  • google podcast creator program

    Google, PRX Unveil Second Slate of Their Podcasts Creator Program (EXCLUSIVE)

    Roughly a year after first unveiling its podcasts creator program, Google is renewing its commitment to train budding podcasters. Together with public radio and podcast distributor PRX, Google has chosen 6 podcasters from around the world to participate in the next round of the creator program. The podcasts included in the second cohort are “37 [...]

  • Camila Cabello

    Camila Cabello Reveals Podcast Obsessions, Teases New Album at Cannes Lions

    Camila Cabello was the featured speaker at a Tuesday afternoon panel at Cannes Lions, the annual gathering of marketing, design and entertainment professionals in the south of France. Joined by Spotify chief content officer Dawn Ostroff, the talk, moderated by Variety editor Shirley Halperin, was centered around the theme of the golden age of sound [...]

  • Meg Whitman and Jeffrey Katzenberg

    Quibi Has Already Booked $100 Million in Ad Sales, Jeffrey Katzenberg and Meg Whitman Say

    Quibi, the ambitious short-form video venture from Jeffrey Katzenberg and CEO Meg Whitman, has sold $100 million in upfront ad inventory with six advertisers ahead of its April 2020 debut. Advertisers that have committed ad spending to Quibi include Google, Procter & Gamble, PepsiCo, Walmart, Progressive and AB InBev, according to the company. The $100 [...]

  • China's iQIYI Signs Content, Channel Pact

    China's iQIYI Signs Content, Channel Pact With Malaysia's Astro

    Astro Malaysia, Malaysia’s leading pay-TV operator, has struck a strategic agreement with Chinese streaming platform iQIYI. Astro obtains the exclusive rights to deliver iQIYI content on TV, on-demand and via OTT in Malaysia. It will launch the first iQIYI-branded channel comprising iQIYI’s extensive slate of original content from drama to variety shows and movies. Astro [...]

More From Our Brands

Access exclusive content