Tumblr — Banning Adult Content

Yahoo’s 2018 ban on adult content was Tumblr’s death knell, slashing traffic by 30% within six months and reducing monthly unique visitors from 370 million to just 200 million by 2019. This pivot, intended to attract advertisers, backfired spectacularly: adult content had powered 47% of user engagement, and the ban drove a mass exodus to platforms like Twitter. Automattic’s fire-sale purchase for $3 million in 2019—99.7% below Yahoo’s $1.1 billion acquisition price—makes it the worst value destruction on this list.