‘Kugel’ Marks Big Moment for Israeli Streamer Izzy

variety.com:

Andrew Wallenstein President and Chief Media Analyst Nabbing exclusive rights to the prequel to “Shtisel,” the series Netflix made popular around the world, is more than just a financial opportunity for Izzy CEO Nati Dinnar to put his fledgling streaming service on the global map.

Premiering Feb. 28 on Izzy, “Kugel” represents a chance to advance the interests of his homeland’s reputation amid war in the Middle East, not to mention its struggling TV industry.

Launched in 2020, Izzy focuses on Israeli content, aiming to enhance the world’s relationship with Israel and provide a platform for the country’s storytellers across a range of genres.

But after licensing previous seasons of “Shtisel,” Dinnar knew pairing them with the prequel could have a dramatic impact on his business. Listen to the podcast here: “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,'” said Dinnar of new subscribers to his streaming service, on the latest episode of Variety podcast “Strictly Business.” “And that’s what happened the minute we started saying, ‘there’s ‘Kugel,’ it’s going to be on Izzy.’ We started to feel the hype, whether it’s with people, you know, commenting on our advertising, signing up, the whole range of whatever you can expect with a hit.” “Shtisel” launched in 2013 on Israeli network Yes and ran for three seasons on Yes and on Netflix outside Israel, fast becoming a worldwide hit.