This is terrific. Dallas Taylor, the host of the podcast Twenty Thousand Hertz, learns the origin story of Netflix's "ta-dum" sound (aka "sonic logo") from its creators.
In an episode dedicated solely to this sound, Netflix VP of Product Todd Yellin starts out by revealing that it's actually called "ta-dum" internally. Yellin is a former filmmaker with an affinity for sound design, and he led the process of creating the ta-dum: Something immediately sonically tied to the experience of watching Netflix.
…Yellin enlisted Academy Award-winning sound designer Lon Bender for the project, giving him descriptors that conceptualize this sound: Tension, release, quirky, and more. Bender came up with 20-30 sound effects in different styles. For a long time, the frontrunner was close to the current ta-dum, but also included a goat noise.
image via Twenty Thousand Hertz