Netflix aims to step up its growing editorial efforts with the launch of a new website called Tudum, the name being an additional riff on the sound that accompanies the company logo when subscribers open the streaming site.
The new website shares its name with what the company has billed as a âglobal fan eventâ that took place last September. It has offered exclusive first looks and interviews covering its series and films, and has been broadcast on Netflix’s YouTube channels, Twitter and Twitch.
The Tudum website marks a new push into the publishing world by the streaming giant, which already operates several editorial and social channels like Strong Black Lead and Geeked, the former focusing on Netflix content by and featuring black creatives and the second focusing on genre films. and series.
Editorial channels also include comedy-centric Netflix Is a Joke and Latinx-centric Con Todo, among others. Netflix also publishes an awards-focused print and digital magazine, Queue, which launched in August 2019. An official blog dedicated to its original DVD business – DVD.com – is also maintained by the tech giant.
Over the past two years, Netflix has branched out with editorial offerings. Last June, the streamer hired Michelle Lee, SeduceFormer Editor-in-Chief of, for a new editorial and publishing role where she oversees the team focused on social media channels, podcasts and other initiatives. Vanity Fair Veteran Krista Smith has hopped onto Netflix, with recent signings in the queue, and the streamer has also hired Bitch Media editor-in-chief Evette Dionne as editorial and publishing director. A growing number of writers and journalists are now employed by the streaming service.
Tudum will operate under the streamer’s marketing division headed by Bozoma Saint John. “Netflix is ââa cultural buzzword, and what makes my job so exciting is that because of the work we do, I can constantly connect with fans around the world through their favorite shows and movies. Saint John wrote in a blog. post announcing the site.
Content on Tudum will be organized based on a subscriber’s viewing habits. That is to say a subscriber who watches Bridgerton will be fed stories about the series produced by Shonda Rhimes when they open Tudum on devices where they are logged into the Netflix account. Tudum is available worldwide but is currently only available in English.
While the Tudum is still in its infancy, according to the CMO, it will expand to include news (renewals, release dates), as well as consumer coverage. Suggested examples of questions that future Tudum editorial content will answer include SEO-focused cover types such as “Where can I find the Squid game tracksuit? “And” Where did I see the cast of The witcher? “
Tudum, writes Saint John, is meant to “dig deeper into the stories they love, fuel their obsessions, and start new conversations.”