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In December it was announced that Tumblr was banning pornography and other adult content.

They lost 100 million viewers in 30 days which works out to being a 17% decline.

Before the ban Tumblr received 521 million page views in the month of December. 30 days later they had 437 million page views.

Tumblr removed adult content after it was found there was child pornography on their site.