In a bold move to position itself on the global streaming map, Izzy, a relatively new Israeli streaming platform, has secured the exclusive rights to Kugel, the highly anticipated prequel to the internationally acclaimed series Shtisel. For Izzy’s CEO, Nati Dinnar, this acquisition is more than just a business opportunity—it’s a strategic step to elevate Israel’s cultural reputation on the world stage and breathe life into its struggling television industry, especially amid the ongoing tensions in the Middle East. By premiering Kugel on February 28, Izzy aims not only to attract new subscribers but also to showcase the rich storytelling and cultural depth of Israel to a global audience.
Launched in 2020, Izzy has carved out a niche for itself by focusing exclusively on Israeli content. The platform’s mission is twofold: to strengthen the world’s connection with Israel through entertainment and to provide a global platform for Israeli storytellers. While the service has already gained traction by licensing previous seasons of Shtisel, Dinnar recognized the potential of pairing these episodes with the prequel Kugel to create a cultural and business phenomenon. “I thought if we get it and start telling people it’s going to be on Izzy, we’ll see, as they say, ‘If you build it, they will come,’” Dinnar shared on Variety’s Strictly Business podcast. And that’s exactly what happened. From the moment Izzy announced Kugel, the hype began to build, with audiences eagerly engaging with the platform’s ads and signing up in anticipation of the series.
Shtisel, which originally aired in 2013 on Israeli network Yes, became a global sensation after Netflix picked it up for international distribution. The series, known for its nuanced portrayal of a Haredi Jewish family in Jerusalem, resonated with audiences worldwide, transcending cultural and linguistic barriers. Now, Kugel promises to delve deeper into the lives of two beloved characters from Shtisel, Nuchem (played by Sasson Gabai) and his daughter Libi (played by Hadas Yaron), offering fans a fresh perspective on their stories. The production of Kugel is a collaborative effort involving global entertainment powerhouse Fremantle, Izzy, production house Abot Hameiri, and Israeli broadcaster Yes, ensuring that the series meets the highest standards of quality and storytelling.
For Dinnar, Kugel represents more than just a lucrative business venture. It’s a chance to fulfill Izzy’s mission of using entertainment as a bridge to enhance the world’s understanding of Israel. “I think when you challenge yourself to do something important, but make it a business as well, that’s an exciting challenge,” Dinnar explained. He believes that Izzy’s success will not only prove the viability of its mission but also demonstrate that storytelling can be both impactful and enjoyable. With Kugel, Izzy is taking a significant step toward achieving this vision, leveraging the power of entertainment to foster cultural exchange and understanding.
The acquisition of Kugel also highlights the potential for Israeli television to thrive in the global market. While the country’s TV industry has faced challenges in recent years, the success of shows like Shtisel and Fauda has proven that Israeli storytelling can resonate with audiences worldwide. By investing in high-quality, locally produced content, Izzy is helping to position Israel as a major player in the global entertainment industry. At the same time, the platform is providing a much-needed boost to the local television sector, creating opportunities for writers, directors, and actors to showcase their talents on an international stage.
Looking ahead, the premiere of Kugel on Izzy marks the beginning of an exciting new chapter for the platform. With its focus on Israeli content and its commitment to cultural storytelling, Izzy is poised to make a meaningful impact on the global streaming landscape. As Dinnar noted, the journey is not just about business—it’s about creating a platform that brings people together through shared stories and experiences. With Kugel leading the way, Izzy is well on its way to proving that entertainment can be both a powerful tool for cultural connection and a successful business venture.
