Israel Unfiltered: Joshua Hoffman of IZZY Streaming

Joshua Hoffman is the founder of IZZY, a streaming platform that gives people around the world a “front-row seat” to Israel through unlimited Israeli movies, TV shows, and documentaries. He moved to Tel Aviv from his hometown of Los Angeles in 2013 and has been living here ever since. 

  1. When did your passion for promoting Israel develop?

When I took my Taglit-Birthright Israel trip in 2013 and then decided to stay in Israel and become an Israeli citizen immediately thereafter.

2. How did you get into marketing?

I studied journalism at San Diego State University and noticed that the media industry was going in a peculiar direction because of the internet, so I thought marketing would be an interesting off-shoot and some overlap with marketing (i.e. storytelling, content).

3. Did the marketing + your love for Israel always go together?

No, they developed independently, and eventually, I found a way to merge them through IZZY, which I founded in 2020.

4. What keeps you going when you face adversity in your professional and personal life?

Perspective and gratitude. Understanding that my problems are “first world problems.” There is no such thing as a problem-free life, so if you have to pick your problems, the ones I’m faced with are “good problems to have” all things considered.

5. What is your favorite thing to do in your professional life? 

Build products and strategies for how to get them in front of the most amount of relevant people.

6. What is your favorite thing to do in your personal life?

Play basketball.

7. What is your favorite Israeli/Jewish holiday, and why? 

Yom HaZikaron and Yom HaAtzmaut, one after the other is a powerful set of emotions

8. What is your favorite book recommendation?

“Why Do Jewish?” By Zack Bodner

“My Promised Land” by Ari Shavit

“Chutzpah” by Inbal Arieli

“Start With Why” by Simon Sinek

“The Obstacle Is the Way” Ryan Holiday 

9. What message do you wish you could get through to the world about Israel?

Israel is too complicated to explain in a few sentences or have a surface-level opinion about. Depth and nuance are paramount. From there we can begin to have a conversation. 

10. What is your best memory related to Israel? 

Calling my mom on the Birthright bus to tell her I’m not coming back to the States.

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About the Author
Yoel Israel is a digital marketing and real estate investor, with a passion for liberal Zionism. Yoel provides an out-of-box perspective and unique interviews about Israelis in the culture. Yoel lives with his wife and daughters in Pardes Chana. He is the founder of,, and IsraelUnfiltered.
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