This is how Tudum started at Netflix: with a sound.
“Tu-dum.” It echoes every time an original production from the platform begins. A sharp, familiar, and unmistakable sound — one that became a sonic signature and, later, the name of a global event.
Created to showcase upcoming content, exclusive trailers, and behind-the-scenes footage from its series and films, Tudum was born in Brazil, grew during the pandemic, and now holds one of the top spots in the digital entertainment calendar. But why did it start here? And what can we expect from the new edition, which will be streamed live directly from Los Angeles?
Below, you’ll learn about the origin of the event, discover lesser-known facts, and find out what’s coming for Tudum 2025.
What Is Tudum?
Tudum is Netflix’s main global event dedicated to fans of series and movies. Designed to unveil upcoming content, exclusive trailers, and behind-the-scenes material, the festival serves as a grand showcase of the platform’s future releases.
The name comes from the iconic sound heard before every original Netflix production — “tu-dum” — which has been part of the company’s identity since 2015. This sound was developed by Oscar-winning sound designer Lon Bender and is inspired by the real sound of a ring striking wood — chosen for being elegant, recognizable, and emotionally resonant.
Curious about the origin of the name Tudum?
Discover the story behind the sound — and how it was almost replaced by a goat’s bleat.
Before settling on this sound, Netflix even considered more eccentric ideas, like a goat bleating — a humorous take on MGM’s roaring lion — but dropped it for not matching the brand’s tone and identity.
Today, the “tu-dum” sound not only opens Netflix’s content but also kicks off the official event that bears its name — the Tudum Festival.
Why Did the First Tudum Take Place in Brazil?
The first edition of Tudum took place in January 2020 at Ibirapuera Park in São Paulo. It was a free, immersive, in-person event — still remembered today as a milestone in the relationship between Netflix and its most passionate fans.
Although the company never released an official statement explaining the choice, Brazil was clearly a strategic decision:
- The country is one of Netflix’s largest markets outside the United States;
- Brazilians are among the most engaged audiences on the company’s social media;
- Previous events, such as Netflix’s participation at CCXP, had already demonstrated Brazil’s high engagement potential.
More than a test, Tudum was a celebration tailor-made for Brazilian fans — and ultimately became the foundation for a global project.
How Did the Event Go Global?
With the pandemic’s onset in 2020, Netflix halted all in-person formats. It was then that Tudum emerged in its global version: the platform reinvented the event for digital — turning a limitation into an opportunity.
By 2021, the entertainment giant began streaming Tudum to a worldwide audience, featuring recorded appearances by stars, trailer launches, and exclusive content in various languages.
This new format had two immediate effects:
- It dramatically expanded the event’s reach;
- It strengthened Netflix’s image as a globally connected platform with direct access to fans.
In 2023, Tudum returned to an in-person format in São Paulo but maintained online broadcasting — solidifying itself as a hybrid event and an industry benchmark in the streaming world.
Why Will Tudum 2025 Be Held in Los Angeles?
The 2025 edition will mark a new chapter for the event. For the first time, Tudum will take place in the United States, at the prestigious Kia Forum in Los Angeles, on May 31.
According to Netflix, this will also be the first time the event is streamed directly on the platform — a clear signal of scaling up.
Although the company hasn’t officially explained the change of venue, context suggests a strategic repositioning:
- Aiming for greater global visibility, with easy access to celebrities and entertainment media;
- Large-scale international production, aligning with major events like San Diego Comic-Con or D23;
- Reinforcing Tudum’s image as a central event on the entertainment calendar.
Why Did the Event Go Fully Online Again in 2024?
This is how Tudum started: as an event in Brazil, with its last in-person edition held there in 2023. In 2024, it returned to a 100% digital format. Netflix didn’t provide public justifications, but a few plausible hypotheses include:
- Cost-cutting during a year of strategic adjustments at the company;
- Focus on international reach and easier global translation and distribution;
- Preparation for the structural overhaul in 2025, with the live broadcast debuting on Netflix itself.
Even online, the event maintained high viewership and featured trailers and announcements for productions like 3 Body Problem, Avatar: The Last Airbender, and One Piece.
What to Expect from Tudum 2025?
The 2025 edition is set to be the most ambitious yet — and not just because of the change in country or platform.
For the first time, Netflix itself will livestream Tudum, delivering a real-time experience for all subscribers.
Date: May 31, 2025
Location: Kia Forum, Los Angeles
Streaming: Live on Netflix
Time: 9 PM (Brasília time)
Confirmed highlights:
- Lady Gaga with an exclusive musical performance;
- Trailers for Stranger Things 5, Squid Game: Season 2, Wednesday Season 2, and One Piece Season 2;
- First looks at Frankenstein, directed by Guillermo del Toro, and the third film in the Knives Out franchise;
- Appearances by Oscar Isaac, Sofia Carson, and Mia Goth.
More than just an announcement event, this is how Tudum started: as a fan gathering that has become a celebratory ritual between Netflix and its global audience. In this sense, the 2025 edition seems ready to set a new standard in global entertainment.
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