Israel Plus is expanding beyond its traditional audience by making a large catalogue of Israeli programming available in English, aiming to reach viewers in major global markets and reposition itself as an international content brand.
Strategy seeks to lower language barrier for global viewers
The broadcaster said its new initiative, labelled “Now in English”, is more than simple translation. The programme intends to help non-Hebrew speakers discover Israeli culture, humour, cuisine, technology and human stories by presenting content in a way that is accessible and relatable to audiences in cities such as New York, London, Sydney and São Paulo.
“Now in English” is a strategy
The move responds to a broader shift in how audiences find television and film. Streaming platforms have shown that language is less of a barrier than it once was — productions from South Korea, Spain, Turkey and Scandinavia have found worldwide audiences — and Israel Plus hopes Israeli output can follow the same trajectory.
From niche channel to international brand
Israel Plus has historically served primarily Israeli and Jewish viewers. The new approach aims to broaden that reach to include viewers interested in technology, food, travel, music, sport and human stories, as well as faith-based audiences such as Christians and Evangelicals who have an established interest in Israel.
The initiative will start with English-language accessibility, while the broadcaster has also identified demand in other languages — notably Spanish, Italian and German — signalling a phased expansion into additional territories.
- Content volume: Israel Plus plans to make hundreds of hours of programming accessible in English.
- Target markets: English-speaking global cities and territories with later rollouts to Spanish-speaking markets and parts of Europe.
- Audience focus: General audiences curious about Israeli culture plus niche interest groups such as tech enthusiasts and faith-based viewers.
What this means for viewers and the industry
For international audiences, the move reduces a major friction point: language. Where previously Israeli content might have been hard to find or understand without knowledge of Hebrew, English accessibility should make titles discoverable on global streaming platforms and more attractive to international distributors.
For the industry, the approach underscores the continued globalisation of content. Formats, creators and talent from smaller markets can now reach broader audiences without having to compromise on local authenticity, provided the marketing and localisation are effective.
| Aspect | Implication |
|---|---|
| Language | Reduced barrier to entry for non-Hebrew speaking audiences |
| Distribution | Greater chance of international licensing and streaming deals |
| Audience | From niche Israeli/Jewish viewers to broader global audiences |
The broadcaster’s chief executive, Sharon Lamberger, is named in the announcement as leading the drive. Her remarks, quoted in the announcement, frame English as the first major step in what could become a multilingual roll-out.
Context for South African audiences
South African viewers have shown strong appetite for international content in recent years — from K-dramas to Nordic noir — and local streaming services continue to expand their foreign-language catalogues. Israel Plus’s strategy could bring a fresh slate of Israeli films, series and factual features to South African platforms or third-party aggregators, enriching choices for viewers who enjoy global storytelling.
As with other foreign-language content that has crossed into mainstream viewing, success will depend on promotion, platform placement and how culturally resonant the stories are for international audiences. For now, Israel Plus’s plan is a deliberate play to be more discoverable, and the English-accessibility push is the first test of how Israeli creativity fares on a wider stage.
Expect to see initial English-language offerings appear first in English-speaking markets, with wider language availability to follow where demand is identified.
