IOS and Android users will be able to share live video straight to Tumblr using third-party apps such as YouNow, Kanvas, Upclose and soon YouTube.
Much like Facebook and YouTube videos, clips shared to Tumblr will later appear as a standard video on user timelines. There are no restrictions on the length of the video.
Users can share video straight to their followers’ dashboard, gaining subsequent reach through reblogs and on trending topics. Similar to Facebook, users will receive alerts when people they follow go live.
Karen Shosfy, industry communications manager at Tumblr, said: “Tumblr has always been inclusive of multiple mediums as a key differentiator in the social space by design.
"As our peers invest in live video, we want Tumblr to serve as the best publishing and discovery platform for the content - no matter where it’s created.”
The company posted a teaser schedule of its service on Monday 20 June but held back on the announcement until the next day.