Bulletins

Netflix will stream 3-hour 'Tudum' fan event on Twitch, YouTube and Twitter

The fact that Netflix relies on third-party platforms for Tudum is both smart and telling.

Netflix promotional image for Tudum fan event

Netflix's global fan event got its name from the company's intro sound.

Image: Netflix

The streaming service on Wednesday announced its first global fan event, called Tudum in homage to the Netflix intro sound. Scheduled for Sept. 25, the event will feature stars and creators from 70 Netflix originals, including shows like "Stranger Things," "Bridgerton" and "The Witcher."

The event is being streamed simultaneously around the world on YouTube, Twitch and Twitter, and Netflix is encouraging fans to tune in with their friends together using Twitch's co-viewing features. "It's our first ever global Tudum event, and our goal is simple: to entertain and honor Netflix fans from across the globe," a spokesperson said via email.

The fact that Netflix relies on third-party platforms for Tudum is both smart and telling. One the one hand, it's a continuation of a promotional strategy that relies on meeting audiences on their favorite social platforms.

On the other hand, it's also an admission that Netflix lacks some of the same in-house promotional muscle of some of its competitors. Disney in particular has made extensive use of its cable channels to promote Disney+. During its most recent quarter, Netflix added just 1.5 million subscribers worldwide, while Disney+ grew by 12.4 million subscribers.

Janko Roettgers

Janko Roettgers (Twitter, Mastodon) used to be a senior reporter at Protocol, reporting on the shifting power dynamics between tech, media, and entertainment, including the impact of new technologies. Previously, Janko was Variety's first-ever technology writer in San Francisco, where he covered big tech and emerging technologies. He has reported for Gigaom, Frankfurter Rundschau, Berliner Zeitung, and ORF, among others. He has written three books on consumer cord-cutting and online music and co-edited an anthology on internet subcultures. He lives with his family in Oakland.

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