The man behind the iconic ‘tudum’ is Hans Zimmer, an award-winning German film score composer. Netflix expanded the short sonic logo (initially 0.4 seconds) into a longer extended version of 0.17 seconds. This probably reflects the fact the audience in a movie theater didn’t have enough time to react and plunge into the film, thus the sound of the Netflix sonic logo became more melodic and continuous. Moreover, the new version of the sound gained popularity and spread worldwide quickly.