Tumblr invites you and your friends to chill at its Cabana

In addition, users can only add friends via searching for their Cabana user name, or by having their phone number in their contacts - there's no integration with Tumblr's existing messaging features or friends lists, as of now.

"[We're] not pivoting, but definitely exploring a new direction here", said Tumblr founder and CEO David Karp, who added that the blogging platform is still the company's main focus. Tumblr, I really do adore you and I've given you a good portion of my life. "Yeah, you can hang out with your buddies in a group chat, yeah you can send somebody a link to a video. It really resonated with what I've experienced sharing videos with my friends", Karp said. "Being there while they watch it for the first time - that experience of watching them experience it for the first time - that's a human experience that everybody's gone through at this point".

Cabana lets up to six users video chat together at the same time and stream YouTube videos to watch while chatting.

The app offers Tumblr an opportunity to expand its reach by connecting people in a very different way than it does today. The logo, a pineapple with sunglasses on has Tumblr written all over it.

Tumblr's iPhone app is ranked as the 14th most-downloaded social network app in Apple's App Store in the USA, and the 10th most downloaded in the Google Play app store, Sensor Tower said. The company has said the concept "tested really well" with 13- to 18-year-olds, but has made it clear that it's not just for teens. Those moments are obviously always frustrating and bruising; we've had plenty of those in our 10 year career here, but not enough to slow us down or discourage us from everything that gets us up every morning and gets us excited to be working on this product and community.

Ready to enter the Cabana?

Karp: Well, I think that's a pretty weird example. But yes, it's that broader experience of wanting to see how your friends react to a thing that's hilarious or hugely profound. You can then type in what you want to watch on YouTube. It'll start playing for everyone in the room, and the idea is that you'll all be able to watch it together, enjoying each others' silence or chatting over the entire thing.

Karp's hope is that people will use Cabana to introduce their friends to "that ridiculous or wonderful or totally insightful incredible video" they've just found.

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