Google is rolling out a new startup sound and opening animation that plays when you open the app, similar to Netflix’s famous “thudum”sound.
- What is happening? Google is implementing sound branding that plays when you launch the YouTube app, similar to the famous “tudum”startup sound on Netflix.
- Why care? A fun startup sound is better than none.
- What to do? Listen to the new sound on the YouTube app for PlayStation 5 now.
Google Introduces New YouTube Launch Sound
Check out the new YouTube loading sound and opening animation in the video above. The new startup sound is now available in the YouTube apps on the TV.
Right now, you can hear the startup sound in the YouTube app for PlayStation 5. At the time of writing, it’s not available on YouTube for Apple TV and the YouTube apps for other consoles and set-top boxes.
The intro animation starts with a quick CRT-style power-up, a subtle nod to the early days of YouTube. “His color shifts serve as an eye-catching introduction.”
This is a phased release and the audio branding is rolling out in phases to all locations where YouTube is available. According to Google, the new launch sound and animation will begin to appear “in more places over the next few weeks and months.”
A lot packed in just three seconds
According to the Google blog, they created this vibrant startup sound in collaboration with sound branding studio Antfood. The team was tasked with creating a three-second sound that was expressive, story-driven, and cohesive.
- Human. A sound that conveys emotions, texture and organic imperfection of humanity.
- Connected. A sound with musical gestures such as melody, harmony and modulation that reflect the idea of connecting interests, people and cultures.
- Expressive. Sound with dynamic textures and vibrant melodies, from small to large, from near to far, from intimate to bold.
- Plot. A sound that, although short, gives the feeling of a narrative arc with a clear beginning and end.
Whether you like YouTube’s startup sound or not is down to personal preference. You may have initially disliked the now-famous “tudum”sound that plays when you launch the Netflix app. But now people instantly associate “thudum”with the Netflix brand whenever they hear the sound being played.
Other streaming services use their own proprietary startup sounds. Apple TV+, for example, doesn’t have a specific startup sound, but plays a short intro at the start of each video.