The way we watch television has shifted almost imperceptibly, reshaping daily habits and expectations along the way. Jiro Egawa has been at the center of that evolution, helping build the systems that determine how content is discovered, delivered, and experienced in an increasingly fragmented streaming landscape. Character sits down with one of the key architects behind modern streaming to talk about how technology quietly shapes culture, where real connection happens in a digital interface, and what it means to design for the future of viewing.
Photo Credits: Kenneth Medilo
The way we watch TV has shifted so quietly, it almost feels invisible. What does it mean to you to shape something that becomes part of people’s daily rhythm?
While some claim TV viewing is dying, the demand for high-quality content on the big screen is stronger than ever. It’s exciting to be part of a team shaping the future of how we watch in an increasingly fragmented streaming landscape. Whether through our FAST (Free Ad-Supported Streaming Television) service or on our streaming devices, our focus is on delivering a dynamic and personalized viewing experience that makes content discovery easy and seamless.
Your work lives between technology and storytelling. Where do you feel the real magic happens?
The real magic happens when we create serendipitous moments that inspire users to connect with content, making the underlying technology feel completely invisible.
Streaming has redefined attention, choice, and access. What do you think this new era is asking of us as viewers?
As content options grow, the viewing experience becomes increasingly fragmented. Viewers want a TV operating system that simplifies discovery by unifying all services into a single, content-first interface. That’s what we solve at Xumo. We’ve made discovery smarter and more intuitive, and we will continue to reduce friction by leveraging AI and machine learning.
Photo Credits: Kenneth Medilo
You’ve built across markets and cultures. How has that global lens shaped the way you think about connection and audience?
Working across different cultures has cultivated new perspectives and a deep sense of empathy for me and my team, allowing us to embrace new ideas and remain adaptable and agile in an ever-changing environment.
In an industry that moves at constant speed, how do you stay clear on what actually matters?
When engaging with leadership, I frequently reference Simon Sinek’s Golden Circle. Starting with the “why” ensures that we align on our core purpose and beliefs, which not only guides the team toward a shared vision but also empowers members to discover their own passion for the work. Defining your “why” provides a north star that you can return to for guidance with every business decision you make. The best user experiences often go unnoticed.
What does an experience feel like when it’s truly working?
It’s when users go straight to the content they want to watch, an experience that’s so intuitive they feel the value immediately and effortlessly. We discovered in our study that providing this level of experience early in the user journey makes it highly likely that those users will become more engaged and, ultimately, loyal customers.
Photo Credits: Kenneth Medilo
Free streaming opens the door to wider access. Who do you think is finally getting a seat at the table because of that shift?
There’s so much amazing content out there focused on diverse cultures, and FAST is opening new doors for them. For too long, they were kept on the sidelines of the media landscape. Now, with the barrier to entry lowered by free streaming, these underrepresented groups are finally getting a seat at the table and a chance to share their stories with a global audience.
When you imagine the future of media, what kind of world are you hoping to help build?
My goal is to build a media landscape where equality of opportunity is the standard. I want to create a world where anyone, regardless of their background, can access high-quality, personalized content that entertains, engages, and informs every aspect of their lives. By unlocking the full potential of every individual and delivering truly valuable experiences, we can move beyond being just a service and become an integral part of people’s lives for generations to come.
What’s your “Call Your Shot” moment? When did you decide to go after something and refuse to let uncertainty stop you?
Starting a new business is challenging when multiple factors drive success. For our streaming platform, these were distribution, content, monetization, and technology. Without a shortcut or playbook, I chose to lead with distribution, creating a flywheel that accelerated our growth across all other areas. Success requires trusting your starting point and focusing your resources and energy on a single goal to maximize your outcome.
Jiro Egawa
Photographed by Kenneth Medilo @kenmedilophoto
Styling + Creative Direction Benjamin Holtrop @benjaminholtrop at @thewallgroup
Grooming Brittany T, Nikki L, Kelly T, Kahn at @KellyZhangAgency
Production Aleksandar Tomovic @alekandsteph
Socials Tesia Kuh @thefirstthree.co
Production Coordinator Chalisa Phiboolsook @chalisaphi
Talent Coordinator Isabella Nuqui @_snowdust_
Location BELLO Media Group x Maison Privée @BELLOmediaGroup @maisonpriveePR_LA
