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Tumblr Is Full of Porn, Just as We Suspected

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Tumblr Is Full of Porn, Just as We Suspected
[ Business]

Before Yahoo announced their plans to buy Tumblr for $1.1 billion, some analysts wondered if and to what end the fact that Tumblr is full of porn would affect that decision. Apparently, not too much, as Yahoo CEO Marissa Mayer made the thing official this morning. Still, some Tumblr users worry that in an attempt to clean up their new acquisition, Yahoo may go to war on Tumblr’s vibrant adult community.

But just how much porn is on Tumblr? A lot. We know that. But until now, we’ve never had any real figures. Data from SimilarGroup, obtained by TechCrunch, suggests that more than 11% of Tumblr’s top 200,000 domains are very NSFW.

The analysis looked at the 200,000 most-popular blogs on Tumblr and found that 22,775 would be considered “adult.” That works out to 11.4%. Yes, Marissa Mayer just bought a network that’s more than 1/10th porn.

SimilarGroup also looked at traffic to said adult Tumblr blogs and found that they account for 16.6% of Tumblr’s traffic. Not only that, but just over 22% of referral traffic to Tumblr comes from adult websites. 8% of outbound Tumblr referrals lead straight to porn.

Tumblr has a porn empire. Is that going to be a problem for Yahoo?

Maybe, but Mayer isn’t suggesting that quite yet.

“The width and breadth of content on Tumblr is what’s exciting and has allowed it to reach more users,” said Mayer this morning when asked about Tumblr’s “not-brand-safe” content (read: porn).

In order to deal with it, Mayer said that Yahoo would need to have good targeting for ads. Maybe that will be the strategy going forward – smart ad targeting that will make sure that the porny bits stay away from the non-porny bits. But this study proves that adult content isn’t just a fringe element of Tumblr’s massive blog network – it’s a big part of it.

Tumblr Is Full of Porn, Just as We Suspected
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  • Dean

    Great article, having been a minimal tumblr user for sometime now I agree that the “porny bits” (awesome BTW) are quite apparent when just leisurely browsing tumblr.

  • http://tweetadderreview.org Mike

    11.4% of Tumblr is porn, but 88.6% is not. I think Mayer was hedging more on the “not” part. It will be interesting to see what Yahoo does decide to do and/if they will make any changes to the site to make it less “porn friendly.”

  • http://lucca.dbakeca.com bakeca lucca

    I know what they’re doing … they researched the market, if that is looking….

  • http://facebookprofitexplosion.com/ trandat

    I know what they’re doing

  • http://answerguy.com Jeff Yablon

    The Tumblr acquisition, WITH THE PORN, was a brilliant move by M.M. & Co. : http://answerguy.com/2013/05/20/media-influency-yahoo-tumblr-pornography-goes-legit/

    • Fabien

      You should specify that you are also the owner of the site you’re linking to. Or post this under another identity, otherwise its obvious that it’s just astrosurfing.

  • Ian Turner

    “The width and breadth of content on Tumblr is what’s exciting.”

    Was that a naughty pun?

  • Name

    Sex makes the world go around. The porn industry is a $13 billion dollar a year industry. I believe it is actually double that. People exercise to find a mate to have sex with. Women spend billions trying to be pretty to find a mate to have sex with. Men acquire wealth to attract a mate to have sex with. Women flaunt their sexuality to get a mate with wealth. At the end of the day, our base instincts rule the day. This will never change.

    Americans are hypocritical. They will be outraged when they see porn but don’t blink an eye at abortion or when we blow up innocent people in another country. Controlling sex is impossible.

    At the end of the day, if you don’t want to see porn, just don’t look at it. Just don’t be a hypocrite about morality.

  • jr mcdowell

    There are too many minors accessing porn through their Tumblr accounts… see linked article below. The NSFW displays and age verification measures (click a button saying you are of age) are not an effective deterrent and weren’t designed to be. Yahoo has a written code of ethics in which they proclaim that they want to protect children, families, and communities. And yet, they allow Tumblr to dish up porn to the children of unsuspecting parents who have no clue that their kids are being exposed to this. The hypocrisy would be comical if it weren’t so egregious. Hopefully, Yahoo will do the right thing and remove/block this content similar to the way Google does it with YouTube.

    http://persephonemagazine.com/2011/04/20/psssst-tumblr-serves-up-porn-to-minors/