Bluesky isn’t the only social networking platform benefiting from X’s ban in Brazil, which is now facing legal penalties. This week, Tumblr also reported an increase in both active users and blog creation, as shared with TechCrunch.

Since the X ban in Brazil, Tumblr has experienced a remarkable growth of 222.99% in communities and 349.55% in user numbers. Specifically, Tumblr’s daily active users in Brazil surged by 30%, rising from an average of 110,000 just before the ban.

Additionally, these new users are not merely browsing the site; they are actively creating accounts. Tumblr noted an uptick in blog creation and community participation, although it did not disclose specific metrics in this regard.

Interestingly, the percentage of daily active users in Brazil who joined communities is five times higher than that of users from other regions worldwide.

However, Tumblr's growth is not as pronounced as that of Bluesky. Following X's ban, a significant influx of Brazilian users flocked to the decentralized social networking platform, with half a million accounts created over just two days. Bluesky, which had 6 million users as of May 2024, has now surpassed 10 million and continues to expand.

Nonetheless, any increase in usage could be advantageous for Tumblr, especially if it aims to sustain its advertising revenue in the long term. The longtime blogging platform was acquired by Automattic, the maker of WordPress.com, in 2019 for $3 million, a steep decline from the $1 billion Yahoo (TechCrunch’s parent company) paid for it in 2013. Since the acquisition, Tumblr has been losing about $30 million annually, according to CEO Matt Mullenweg last July. Consequently, Automattic reallocated nearly 140 staff members from Tumblr to other projects within the company. Recently, it announced plans to migrate Tumblr's half a billion blogs to WordPress for improved operational efficiencies.