How to learn from Netflix and its impact and strategist

In the competitive digital entertainment landscape, brands are constantly looking for innovative ways to connect with their audiences and foster loyalty. Streaming giant Netflix has developed a powerful marketing and fan engagement tool known as “Tudum.” What began as the iconic sound that precedes every Netflix original production¹has transformed into a multifaceted global initiative. Tudum encompasses both a large-scale fan event featuring exclusive previews and star appearances, and a digital content platform offering behind-the-scenes footage and interviews throughout the year.³

This report delves into the Tudum phenomenon, analyzing its origins, evolution, and, crucially, its crucial role in driving Netflix’s marketing strategy. It will examine how Tudum helps generate buzz, strengthen connections with subscribers, differentiate itself from the competition, and ultimately support the streaming platform’s growth and user retention.

Origins and Evolution of Tudum

The genesis of Tudum lies in the distinctive two-note sound that has become synonymous with the Netflix experience.¹Recognizing the power of this auditory signature, Netflix expanded its conceptualization to create a global event dedicated to its fans. Tudum’s first physical event took place in January 2020 at the São Paulo Biennial Pavilion in Brazil.²Initially conceived as a multi-day festival focused on Netflix’s young adult content, it drew a sizable crowd of over 50,000 attendees.²

Since its debut, Tudum’s strategy has undergone a remarkable evolution. The format has transitioned from purely in-person events to virtual and, more recently, hybrid models, combining the energy of in-person conventions with the accessibility of global livestreams.²This adaptation has allowed Netflix to exponentially expand its reach, reaching millions of fans around the world who couldn’t physically attend.¹

A significant milestone in this evolution is the decision to stream the Tudum event live directly on Netflix’s own platform, rather than relying exclusively on third-party channels like YouTube, Twitch, or Twitter, where it has also historically had a presence.¹This change, implemented for recent and future events such as 2025¹, underlines Netflix’s intention to consolidate the fan experience within its own ecosystem.

This evolutionary trajectory is no coincidence; it reflects Netflix’s broader ambitions in the live events space and its desire to cultivate a more direct and deeper relationship with its global user base. By transforming a simple sound into a brand event of such magnitude, Netflix has created a unique platform for celebrating fandom, promoting content, and strengthening its brand identity on a global scale.¹Tudum’s ability to adapt and grow, from a localized festival to a global phenomenon streamed on its own platform, demonstrates a strategic approach to maximizing fan engagement and solidifying its position in the entertainment industry.⁵

Tudum’s Strategic Objectives

The Tudum initiative serves several crucial strategic objectives for Netflix, which go beyond simply promoting content. It has become a fundamental tool for generating buzz, fostering brand loyalty, and retaining subscribers in an increasingly crowded market.

One of Tudum’s primary goals is to generate massive excitement and anticipation for upcoming Netflix series, films, and specials.¹This is achieved through the reveal of exclusive trailers, first looks, new season announcements, and behind-the-scenes content, often hosted by the productions’ own stars.²The exclusivity of these announcements makes Tudum a must-attend event for fans eager to be the first to know about their favorite titles. The 2023 event, for example, saw the hashtag #Tudum trend in more than 20 countries, demonstrating its ability to capture global attention.⁹This strategy of exclusive reveals consciously taps into the fervor of fan communities and the inherent popularity of highly anticipated content, building a wave of anticipation that ensures fans remain deeply engaged and emotionally invested in Netflix’s narratives.¹²

Beyond promoting specific titles, Tudum plays a vital role in strengthening brand loyalty and, consequently, subscriber retention. By offering content and experiences that viewers can’t find anywhere else, Tudum strengthens the emotional bond between audiences and the Netflix brand.¹³It positions itself not only as a content provider, but as a curator and celebrator of pop culture and the stories that fans love and identify with.²Tudum’s livestream on Netflix itself is a deliberate tactic designed to maintain viewer engagement within its ecosystem. This strategy not only increases traffic to the platform but also creates organic opportunities for cross-promotion of other available content.¹In a context where the subscriber base may experience fluctuations, as seen with the decline in users in the second quarter of 2022¹², Tudum emerges as a strategic platform to actively engage with existing and loyal users, nurturing and consolidating the fan communities that are the platform’s backbone.¹²

Tudum’s concept goes beyond being a one-time promotional event; it’s designed to create a sustained engagement cycle that benefits both future and existing content, with the ultimate goal of improving subscriber retention. The event itself generates massive initial enthusiasm for new titles and seasons through exclusive reveals and trailers.¹¹, constituting the “expectation generation” phase. Subsequently, the Tudum.com website extends this commitment throughout the year, continuously offering exclusive content, interviews, and behind-the-scenes footage.³This is the “sustained engagement” phase. By keeping fans connected to their favorite shows and the Netflix brand between major releases, the company aims to reduce the churn rate. In fact, Tudum has been explicitly mentioned as a strategy to keep subscribers “hooked.”¹⁴and to engage loyal users during times of user base fluctuation.¹²The personalized experience on Tudum.com, based on the user’s viewing history¹⁹, further reinforces this cycle by tailoring content to individual preferences, making engagement more relevant and persistent. In essence, Tudum acts as a strategic engine for Netflix’s content ecosystem. The live event injects a high dose of energy and awareness, Tudum.com maintains momentum, and personalized content recommendations (both on the main platform and potentially on Tudum.com) continually guide users toward content they’ll enjoy. This creates a virtuous cycle: higher engagement leads to better data, which in turn enables better recommendations and more personalized content on Tudum.com, driving greater engagement and loyalty, directly addressing the critical challenge of subscriber retention in a competitive market.¹

Discover how to build a memorable brand Download your guide here

The Marketing Tactics Behind Tudum’s Success

Tudum’s impact is not a coincidence, but the result of a carefully orchestrated marketing strategy that combines multiple channels, celebrity influence, exclusive content, and a continuously supporting digital platform.

Netflix employs an integrated multi-channel strategy to promote Tudum and maximize its reach. While the current trend is to stream the main event on its own platform, it has historically also used channels such as YouTube, Twitch, and Twitter for distribution.⁶Social media campaigns are a crucial component of this strategy. The hashtag #TUDUM is actively used to generate excitement and encourage fan participation through the posting of sneak peeks, countdowns, and prominent appearances by global stars participating in the event.¹²Complementing its digital efforts, Netflix has also turned to out-of-home (OOH) advertising, often adopting a humorous tone to capture audiences’ attention in physical spaces.¹²

A key pillar of Tudum’s appeal lies in its star-studded cast from Netflix’s most popular and anticipated series and films.²These celebrities not only attend, but actively participate in interviews, panel discussions, and live segments, significantly amplifying the event’s reach by connecting with their own extensive fan bases.¹²However, the main driver of attendance (both physical and virtual) is the promise of exclusive, never-before-seen content. This includes the release of trailers, behind-the-scenes glimpses, announcements of new seasons or film projects, and surprises that keep audiences excited.²

To keep the enthusiasm alive beyond the annual event, Netflix has Tudum.com, the official companion site that operates year-round.²This digital platform is designed to help fans delve deeper into their favorite series and films, offering a constant stream of exclusive interviews, in-depth behind-the-scenes content, bonus videos, and other firsts.³A standout feature of Tudum.com is its customization capabilities: by logging in with a Netflix account, users can receive a more tailored content experience based on the shows and movies they’ve recently rated or watched on the main platform.¹⁹It’s important to note that, according to available information, Tudum.com content is currently only offered in English and is not accessible through child profiles.¹⁹

Tudum.com’s personalization functionality suggests a strategic role that goes beyond being a simple content repository. While Netflix’s main platform extensively uses user interaction data (such as viewing history and ratings) to power its sophisticated recommendation system,²⁷The extension of a Tudum.com-like personalization creates an additional touchpoint for collecting highly valuable first-party data. This information isn’t limited to what users watch, but encompasses which interviews they read, what behind-the-scenes content they consume, and which stars they follow most. Thus, Tudum.com functions as an extension of Netflix’s data collection and personalization strategy. User engagement on this site provides richer, more granular data on fans’ affinities toward specific talents, genres, and content themes. This data can, in turn, feed back into the main platform’s recommendation algorithms.²⁷and influence the content development strategy. It allows Netflix to understand not onlywhatusers like certain content, butbecauseThey like it, enabling more nuanced decisions about approving new projects and targeting marketing campaigns. This makes Tudum.com a strategic asset for deepening user understanding and refining personalization across the Netflix ecosystem. While there are generic “Official Community” platforms that offer advanced fan engagement tools,³⁰, and it is mentioned that Tudum.com seeks “deeper connections”⁷, specific interactive tools for community building within Tudum.com (such as forums or user-generated content sections) are not detailed in the current documentation¹⁹, which could represent an area for future development to further enhance the community.

Measuring Tudum’s Impact: Audience, Engagement, and Results

Tudum’s effectiveness as a marketing tool is reflected in its impressive audience figures, its virality on social media, and its ability to boost the popularity of specific titles.

The 2023 Tudum event, held in São Paulo, Brazil, is a clear example of its massive turnout. It attracted a sizable in-person crowd, with numbers ranging from “almost 10,000” to “almost 10,000.”¹², 11,000 ¹and more than 35,000 attendees.⁵Globally, the event garnered an astonishing 78 million online views across Netflix’s various social channels.¹The dedicated YouTube livestream for those unable to attend in person also garnered a significant number of views, surpassing 13.4 million.¹²These numbers are consistent with the success of previous events; for example, the first Tudum in São Paulo in 2020 had already attracted more than 50,000 fans.²It’s important to note that while sometimes grouped under Netflix’s live events strategy, events like “The Roast of Tom Brady” (which in 2024 generated 22.6 million viewers, Netflix’s largest live audience to date)²¹) are distinct from the global fan event Tudum, though both contribute to Netflix’s growing presence in the live arena.

Tudum’s impact spread virally through social media and generated considerable media coverage. During the 2023 edition, the hashtag #Tudum became a trending topic in more than 20 countries.⁹, demonstrating its ability to dominate online conversations on a global scale. Tudum’s marketing strategy is intrinsically designed to generate buzz and foster conversations around Netflix content, ensuring that fans not only consume the content but also actively participate in the community and remain deeply engaged.¹²The metrics derived from Tudum events not only quantify viewership but also reveal a tangible cultural impact, elevating Netflix’s brand awareness and laying the groundwork for growth and expansion in the years to come.⁹

Tudum’s promotional power can be clearly seen in the impact it has had on specific series:

• ‘One Piece’:During the 2023 Tudum event, Netflix’s then-new series ‘One Piece’ experienced a massive boost, becoming the number one global trend.⁹The anticipation generated by Tudum is such that fans are eagerly awaiting updates on Season 2 in the 2025 release, hoping to see a full trailer or a release date announcement.³¹The prominence of ‘One Piece’ in Tudum 2025’s promotional material suggests that Netflix recognizes the series’ potential to become one of its most powerful franchises.³²
• ‘Stranger Things’:For one of its most successful intellectual properties, ‘Stranger Things,’ Tudum 2025 is expected to be the setting for the reveal of the highly anticipated Season 5 finale trailer.³³Netflix is even planning a special fan event in Los Angeles, coinciding with Tudum LIVE 2025, which will include advance screenings and panel discussions.³³This tactic follows the successful model of Season 4, where the “Seven Stranger Days” campaign, featuring daily teasers and behind-the-scenes content, generated enormous anticipation. The result was a spectacular debut, with over 286.7 million hours watched in its first weekend alone, setting a record for an English-language series on Netflix at the time.³³

These examples illustrate that Tudum doesn’t simply advertise content; it actively ignites and sustains viewer interest in specific titles, measurably impacting their social traction and, by extension, their audience. The case of ‘One Piece’ demonstrates a direct and immediate impact on a new IP’s visibility, creating an initial sampling velocity. For established IPs like ‘Stranger Things,’ Tudum serves as a critical moment within a longer marketing campaign, delivering highly anticipated assets (such as final trailers) that reinvigorate the engagement of the existing fanbase and peak excitement before release. While it’s complex to isolate direct causality from other marketing efforts, Tudum provides a concentrated burst of high-impact promotion. Netflix’s engagement reports³⁴Shows that fan-favorite titles continue to attract millions of views long after their release, and Tudum contributes to building this “fan-favorite” status by creating memorable launch moments and deep audience connections. In essence, Tudum acts as a strategic “eventualization” tool that transforms standard content announcements into significant cultural moments. This “eventualization” creates a sense of urgency and exclusivity, driving immediate social buzz.⁹and subsequent viewing. For new intellectual properties, it provides a powerful launch pad. For established hits, it serves to build anticipation to a crescendo. This strategy is crucial to standing out in a saturated content landscape and ensuring that Netflix’s flagship titles achieve runaway success and maintain long-term engagement, which is vital for subscriber retention.²⁰Fans’ own anticipation for specific series updates on Tudum³¹indicates that they now see this event asheplace for big news, reinforcing its importance.

Below is a table consolidating some key metrics from Tudum events:

Table 1: Selected Key Metrics from Netflix Tudum Events

Note: Attendance and spectator figures may vary slightly between sources. The table seeks to consolidate the most representative data available in the research.

Tudum in the Netflix Live Events Ecosystem

The Tudum initiative is not a one-off effort, but rather a key component of Netflix’s growing and ambitious strategy to enter and consolidate its presence in the live events space. This strategic commitment seeks to diversify its offering, increase user engagement, and generate new revenue streams.

The decision to stream Tudum live on its own platform is a clear indication of a broader and deliberate strategy to expand its presence in live events.¹In fact, Netflix is reportedly ramping up its focus on live events by 2025, aiming to drive subscriber growth, encourage greater engagement, and increase advertising revenue.²¹The company’s first forays into live streaming have been varied, including a Chris Rock comedy special in 2023, the acquisition of the streaming rights to the Screen Actors Guild Awards, and the broadcast of a high-profile boxing match between Mike Tyson and Jake Paul in 2024.¹These initiatives demonstrate Netflix’s growing ambitions in this area, a trend that has the potential to transform the streaming industry itself.¹

Netflix’s live events strategy is multifaceted and seeks synergies between different types of content. In addition to the annual Tudum fan event, the company is exploring weekly live comedy shows, such as the one announced with John Mulaney for 2025.²¹, and an increasingly serious foray into live sports.²¹These live events not only attract audiences but also serve as ideal platforms for advertising. Netflix has ambitious plans to nearly double its advertising revenue by 2025, and live content plays a crucial role in enhancing and expanding available advertising inventory.²¹It’s worth noting that Netflix’s ad-supported plan already represents a significant portion of new subscriptions, underscoring the importance of this monetization avenue.²¹Additionally, live events have been found to help reduce subscriber churn, a critical factor for the platform’s long-term health.²¹

In an increasingly competitive streaming market, Netflix’s foray into live events is emerging as a significant differentiator against its main rivals, such as Disney+, Amazon Prime Video, and Hulu.¹While other competitors may have their own strengths (e.g., Disney’s vast intellectual property or Amazon’s integration with retail), live events offer a distinctive method for generating excitement, building community, and strengthening direct audience engagement. This gives Netflix a competitive advantage by offering unique experiences that go beyond its on-demand content catalog.¹

Netflix’s live events strategy, with Tudum as one of its key pillars, is not limited to fan engagement; it is a comprehensive approach to addressing core business challenges and opportunities. First, in terms of theretention, live events, including Tudum, create “can’t-miss” moments that keep subscribers engaged and within the Netflix ecosystem¹, directly combating customer churn, one of the industry’s main concerns. Secondly, regarding theacquisitionHigh-profile live events (such as sporting events or large fan celebrations like Tudum) have the potential to attract new subscribers, especially at ad-supported tiers, which are a growth driver.²¹Thirdly, in terms ofmonetization, live events offer premium advertising inventory²¹, which aligns with Netflix’s push to increase advertising revenue. They also create direct revenue opportunities, such as ticket sales for in-person Tudum attendance.²Finally, as for thebrand differentiationIn a crowded market, unique live offerings help Netflix stand out among competitors who may have different strengths.¹Netflix is strategically using live events, including Tudum, not just as a content category, but as a versatile tool to simultaneously improve subscriber retention, drive new user acquisition (especially for its growing ad-supported tier), and unlock new revenue streams through advertising and direct sales. This multifaceted approach translates to a sophisticated understanding of how live content can create synergistic benefits across different parts of the business, moving beyond the traditional on-demand model to build a more resilient and diverse entertainment offering. Tudum, as a fan-centric live event, specifically strengthens the emotional connection and loyalty aspect, which is crucial for long-term retention.

Challenges and Future Perspectives for Tudum

Despite Tudum’s success and positive impact, Netflix faces certain challenges and views diverse future prospects for this key initiative. Managing these issues will be critical to maintaining Tudum’s long-term relevance and value.

One of the main challenges inherent to Netflix’s live event strategy, including Tudum, lies in the technical aspects of large-scale streaming. Some of the company’s previous live streaming initiatives, such as the much-hyped Tyson-Paul boxing match, have reportedly encountered technical difficulties.¹Aware of this, by choosing to host Tudum on its own platform, Netflix is not only seeking greater control over the user experience, but also an opportunity to improve and strengthen its live streaming technology. The goal is to ensure a smooth and seamless experience for the millions of viewers who connect globally.¹, indicating a continuous learning process and constant investment in this critical technological area.

Another constant challenge is maintaining the innovation and relevance of the Tudum format. With a global fanbase whose expectations grow with each edition, it is imperative that Netflix continues to innovate to keep Tudum fresh, exciting, and relevant. This involves a continuous evolution in the event format, the type of exclusive content offered, and the ways fans can interact. Tudum’s trajectory is a testament to this adaptation: from a festival primarily focused on young adult content²to become a global event for fans of a broader spectrum⁵, and more recently, evolving into a variety show format⁶streamed directly on the Netflix platform. This adaptability will be crucial to its future success.

Looking ahead, there are several potential avenues for Tudum’s expansion and evolution. One is to deepen the interactive elements of Tudum.com. While it currently offers exclusive, personalized content, it could incorporate more community-building features, such as discussion forums, user-generated content sections, or loyalty reward systems, similar to those described for other fan management platforms.³⁰The current documentation does not detail such specific features for Tudum.com¹⁹, but its development could further strengthen community engagement. Another area of expansion is greater integration with other Netflix business lines. Video games, which have already been mentioned as part of Tudum’s offering,¹²and represent an expansion strategy for Netflix in general²², could have a more prominent role. Likewise, official merchandise could be more closely tied to the reveals and the excitement generated by the event. Finally, Netflix could explore the possibility of holding more localized or themed Tudum events, complementing the larger global event. In fact, it’s been mentioned that a previous edition of Tudum included a segment with previews of Ibero-American titles and a celebration of Japanese content.¹¹, suggesting that this segmentation strategy has already been tested and could be expanded.

The technical challenges and the ongoing evolution of the Tudum format suggest this event serves more than just a celebration of fans. Netflix has encountered technical issues with the live stream.¹, and hosting a massive, global event like Tudum on its own platform provides a highly demanding environment for testing and refining its live streaming infrastructure. Tudum’s format shift over the years (from a physical festival to a virtual/hybrid and then to a variety show integrated into the platform)²) indicates experimentation with different participation models. Furthermore, the introduction of ticket sales for in-person attendance²It’s a direct monetization strategy that goes beyond subscription fees. Therefore, Tudum functions as a strategic “laboratory” for Netflix. It allows the company to test its live streaming technology at scale, experiment with diverse live programming formats (from fan panels to variety shows), and explore direct fan monetization avenues (such as ticket sales). The learnings gleaned from Tudum can then be applied to mitigate risks and optimize other, potentially more commercially lucrative live ventures, such as sports, awards, or recurring live series. This makes Tudum a critical investment not only for its immediate marketing ROI, but also for building long-term capabilities in the increasingly important live entertainment space, ultimately future-proofing Netflix’s business model.

Conclusion: Tudum’s Lasting Value for Netflix’s Marketing and Growth

Tudum has proven to be much more than just an extension of Netflix’s audio brand; it has established itself as a comprehensive and multifaceted global marketing initiative with a profound strategic impact for the company. Its evolution and continued investment underscore its enduring value in the competitive streaming ecosystem.

In retrospect, Tudum’s role is remarkably diverse. It serves as a powerful engine to generate buzz and anticipation around content releases, catalyzing the interest of millions of fans worldwide. Simultaneously, it fosters active participation from the fan community, creating a space for shared celebration and direct connection with stars and creators. This direct interaction and the offering of exclusive experiences are critical to strengthening Netflix brand loyalty, an intangible asset of immense value. Furthermore, in a market saturated with numerous streaming options, Tudum serves as a clear differentiator, offering something unique that goes beyond the on-demand content catalog.

Tudum’s continued strategic importance is undeniable. The sustained investment in the event, its constant evolution in format and reach, and its growing integration within the Netflix platform itself are a testament to its long-term value for the company. As Netflix expands its ambitious foray into the world of live events and seeks new and innovative ways to engage its current subscribers and attract new ones, Tudum stands as an exemplary model for how to build and maintain a direct, emotional, and lasting connection with a global audience. Tudum’s success not only translates into increased viewing of specific titles but also reinforces the perception of Netflix as an undisputed cultural leader and an indispensable entertainment destination in the lives of millions of people.

In the context of the escalating “streaming wars,” where content differentiation is becoming increasingly challenging, Tudum is becoming a unique and difficult-to-replicate strategic asset for Netflix. While competitors may try to match its content libraries or even venture into live events, building a globally recognized and fan-anticipated event franchise like Tudum requires years of consistent investment, brand building, and successful execution.¹The direct connection that Tudum forges with millions of fans around the world¹creates brand loyalty and an emotional bond that transcends the mere availability of content.¹³By owning this direct channel to its most engaged users, Netflix gains invaluable data, reduces its reliance on external media for promotion, and can more effectively drive its strategic narratives.¹Thus, Tudum functions as a “strategic moat” for Netflix. It is a proprietary global platform for direct fan engagement that competitors would find difficult and costly to replicate at the same scale and level of brand integration. This direct relationship with its global fan base, cultivated through Tudum, provides Netflix with a sustainable competitive advantage, fostering loyalty and making its ecosystem more “sticky,” which is paramount to long-term success and market leadership.

Sources cited

1. Netflix to Stream Its 2025 Tudum Event Live on the Platform …, acceso: mayo 13, 2025, https://lonelybrand.com/blog/netflix-to-stream-its-2025-tudum-event-live-on-the-platform/
2. Video: Netflix Tudum 2025 – Official Trailer – May 31 – Netflix …, acceso: mayo 13, 2025, http://www.thefutoncritic.com/video/2025/04/28/video-netflix-tudum-2025-official-trailer-may-31-netflix-33514/20250428netflix04/
3. help.netflix.com, accessed: May 13, 2025,https://help.netflix.com/es/node/123481#:~:text=Tudum%20es%20el%20sitio%20complementario,videos%20de%20bonus%20y%20dem%C3%A1s.
4. Get ready for Netflix Tudum 2025: The Live Event! Check it out…, access: May 13, 2025,https://about.netflix.com/es/news/netflix-tudum-2025-the-live-event-watch-the-trailer
5. Netflix Just Announced the Tudum 2025 Host — And the Lineup Is …, acceso: mayo 13, 2025, https://theviewersperspective.com/2025/04/28/netflix-tudum-2025-how-to-watch-whos-appearing-and-everything-we-know-so-far/
6. Netflix Tudum 2025 date, live streaming: Here’s what you can expect – The Economic Times, acceso: mayo 13, 2025, https://m.economictimes.com/news/international/us/netflix-tudum-2025-date-live-streaming-heres-what-you-can-expect/articleshow/120702388.cms
7. Get Ready for Netflix Tudum 2025 – SAMDB | The South African Movie Database, acceso: mayo 13, 2025, https://www.samdb.co.za/blogs/blog/2025/05/12/get-ready-for-netflix-tudum-2025/
8. Netflix Tudum 2025: exclusive live event with stars and revelations – Sortiraparis.com, acceso: mayo 13, 2025, https://www.sortiraparis.com/en/what-to-do-in-paris/cinema-series/articles/258898-netflix-tudum-2025-a-live-global-show-for-fans-of-the-platform
9. Pepsi MAX, MiQ, Gamelight, Tripadvisor and Netflix are 2023 …, acceso: mayo 13, 2025, https://digiday.com/announcement/awards/pepsi-max-miq-gamelight-tripadvisor-and-netflix-are-2023-digiday-awards-europe-finalists/
10. Netflix presents Tudum, a huge virtual event for its fans – Reason Why, access: May 13, 2025,https://www.reasonwhy.es/actualidad/netflix-presenta-tudum-un-gran-evento-virtual-para-sus-fans-2021-08-26
11. Save the date! ‘Tudum: A Global Netflix Fan Event’ returns in September, access: May 13, 2025https://about.netflix.com/es_es/news/save-the-date-tudum-netflix-global-fan-event-september-2022
12. Netflix fuels fandom for shows and movies at TUDUM – Social Samosa, acceso: mayo 13, 2025, https://www.socialsamosa.com/2023/06/inside-netflix-tudums-marketing-approach/
13. Netflix presents TUDUM 2025 this Saturday with exclusive announcements and big surprises, access: May 13, 2025,https://tecnautas.cl/2025/04/29/netflix-presenta-tudum-2025-este-sabado-con-anuncios-exclusivos-y-grandes-sorpresas/
14. TUDUM: The Netflix strategy that radio should imitate…, access: May 13, 2025,https://radionotas.com/2025/02/10/tudum-la-estrategia-de-netflix-que-la-radio-deberia-imitar/
15. When and where to watch TUDUM 2025: Netflix’s biggest event…, access: May 13, 2025,https://www.merca20.com/cuando-y-donde-ver-tudum-2025-el-maximo-evento-de-netflix-todo-lo-que-debes-saber/
16. Here’s everything you need to know about Tudum 2025 – Muscat Daily, acceso: mayo 13, 2025, https://www.muscatdaily.com/2025/04/29/heres-everything-you-need-to-know-about-tudum-2025/
17. Netflix announces ‘Tudum 2025’ live event: Here’s what to expect – NewsBytes, acceso: mayo 13, 2025, https://www.newsbytesapp.com/news/entertainment/netflix-s-global-fan-event-tudum-returns-on-may-31/story
18. Get Ready for Netflix Tudum 2025: The Live Event! Watch the Trailer for Our Must-See Celebration, acceso: mayo 13, 2025, https://about.netflix.com/news/netflix-tudum-2025-the-live-event-watch-the-trailer
19. What is Tudum? | Netflix Help Center – Netflix Help Center, accessed: May 13, 2025https://help.netflix.com/es/node/123481
20. Analysis: Netflix excels at user retention – Advanced Television, acceso: mayo 13, 2025, https://www.advanced-television.com/2024/10/17/analysis-netflix-leads-for-user-retention/
21. Netflix’s Live Event Strategy: A Play for Dominance in Streaming – AInvest, acceso: mayo 13, 2025, https://www.ainvest.com/news/netflix-live-event-strategy-play-dominance-streaming-2504/
22. Netflix Q4 2024 Earnings: Record Growth and Strategic Evolution – Subscription Insider, acceso: mayo 13, 2025, https://www.subscriptioninsider.com/article-type/news/netflix-q4-2024-earnings-record-growth-and-strategic-evolution
23. How Does Netflix Maintain a High Customer Retention Rate? [12 Proven Netflix Customer Retention Strategies in 2025] – Propel, acceso: mayo 13, 2025, https://www.trypropel.ai/resources/customer-retention-strategies-proven-netflix-techniques-to-reduce-churn
24. Merlina 2, One Piece and everything Netflix will bring TUDUM 2025 – Where to Go, access: May 13, 2025,https://www.dondeir.com/cine-y-tv/merlina-2-one-piece-y-todo-lo-que-traera-netflix-tudum-2025/2025/05/
25. Netflix Tudum 2025 Live Event: Tickets, Lineup, Date, How to Watch – IMDb, acceso: mayo 13, 2025, https://www.imdb.com/news/ni65255190/
26. Netflix TUDUM 2025 | Official Trailer | May 31 | Netflix : r/movies – Reddit, acceso: mayo 13, 2025, https://www.reddit.com/r/movies/comments/1k9v4v3/netflix_tudum_2025_official_trailer_may_31_netflix/
27. How Netflix’s Recommendation System Works, accessed May 13, 2025,https://help.netflix.com/es/node/100639
28. A Case Study on Netflix Marketing Strategy – Simplilearn.com, acceso: mayo 13, 2025, https://www.simplilearn.com/tutorials/marketing-case-studies-tutorial/netflix-marketing-strategy
29. Why Am I Seeing This?: Case Study: Netflix – New America, acceso: mayo 13, 2025, https://www.newamerica.org/oti/reports/why-am-i-seeing-this/case-study-netflix/
30. Official Community Launches Next-Generation Fan Engagement Platform with Major Upgrades – World News Report – EIN Presswire, acceso: mayo 13, 2025, https://world.einnews.com/pr_news/803438759/official-community-launches-next-generation-fan-engagement-platform-with-major-upgrades
31. Netflix Teases Major Update For One Piece Season 2 – Game Rant, acceso: mayo 13, 2025, https://gamerant.com/netflix-one-piece-season-2-major-update/
32. Netflix Tudum 2025 will feature One Piece Live Action! : r/OnePieceLiveAction – Reddit, acceso: mayo 13, 2025, https://www.reddit.com/r/OnePieceLiveAction/comments/1k9v1vv/netflix_tudum_2025_will_feature_one_piece_live/
33. Stranger Things Season 5: What’s New, What’s Next, Release Date Rumors – 9meters, acceso: mayo 13, 2025, https://9meters.com/entertainment/shows/stranger-things-season-5-whats-new-whats-next-release-date-rumors
34. What We Watched the Second Half of 2024 – About Netflix, acceso: mayo 13, 2025, https://about.netflix.com/news/what-we-watched-the-second-half-of-2024
35. What We Watched the Second Half of 2023 – About Netflix, acceso: mayo 13, 2025, https://about.netflix.com/news/what-we-watched-the-second-half-of-2023