Tudum, but Google. | Illustration by Alex Castro / The Verge
YouTube is rolling out a new startup sound that sounds a lot like a Google-y version of Netflix’s “tudum.” You can hear it right here or in the trailer at the top of this post, which also features a slick new startup animation.
I wasn’t aware of this sound until Thursday, but Google says in a new blog that you might have already noticed the new sound if you’ve used YouTube on a TV. I just checked the YouTube app on PS5, and sure enough, there it was. But it didn’t play for me on the Apple TV YouTube app.
Google’s blog goes into extensive detail about how it designed the sound in partnership with the “sonic branding” studio Antfood. The intention was to make a sound that was:
Human. A sound that conveys the emotion, texture and organic…