• by Wayne Friedman , Staff Writer, Yesterday

Netflix's marketing efforts are not like that of other TV-video companies looking to connect with fans and users... but perhaps more "baa" or "bleat" than a "roar."

Netflix does not regularly benefit from running advertising on mainstream, national TV networks. Instead it selectively promotes special content -- exclusive Christmas Day NFL Games, the Paul-Tyson fight and other live events, as well as around movie and TV award season.

Since 2021, one of its main marketing pushes is with its "Tudum" fan events. On May 31, 2025, it will hold another live event -- to be streamed on Netflix, hosted by performer Sofia Carson (“The Oxford Year,” “The Life List”), featuring “dozens” of performers as well as live performances, including that of Lady Gaga.

In years past, Tudum was streamed on YouTube. Now it will be on Netflix itself.

Tudum is configured as a fan-centric event where audiences can interact with talent. It also includes question-and-answer sessions with casts and creators.

There will be updates and clips of new seasons of "Stranger Things" (Season 5); "Squid Game" (Season 3); "Emily in Paris" (Season 5) and "Outer Banks" (Season 5), as well as new movies "Guillermo del Toro's Frankenstein," "Wake Up Dead Man: A Knives Out Mystery," and "Happy Gilmore 2”, among other content

Any downside to this? Well, critics say this can be overwhelming for fans with an avalanche of announcements --- as well as a rush of exclusive reveals, performances, stunts, and news about Netflix shows and movies. The event will be streamed from the Kia Forum in Los Angeles.

Why the name "Tudum"? Well, that is a description of how the audio sounds as part of the marketing of Netflix brand logo just before a TV episode or a movie starts -- as in "Ta-Dum"! —a deep, resonant sound that signals the start of another big time piece of entertainment content.

The idea here originated from a search by Todd Yellin, vice president of product for Netflix in 2015 who was looking for "something that screams Netflix" in the sound design arena. Yellin is a former filmmaker with a specialty in sound design who looked into 20-30 proposals with Netflix brand design manager Tanya Kumar.

That quick logo/audio brand activation for Netflix was in keeping with loyal Netflix users, who seemingly had little patience for traditional TV network marketing.

Yellin has said about ta-dum (or maybe even Tudum): "I liked the sound of a goat. It was funny. It was original. It was our version of Leo the Lion."

Perhaps Netflix has even higher aspirations in this regard -- beyond just being identified with the iconic goat sound... maybe something bigger.

(Hmmm... GOAT (Greatest Of All Time)?). MGM’s Leo the Lion can always use a friend.