Prime Video signs multi-year content deal with CJ ENM as K-dramas gain ground in India
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Prime Video India is expanding its Korean content slate through a multi-year distribution agreement with South Korean entertainment behemoth CJ ENM, as the streaming platform looks to tap into the growing demand for Korean dramas and films among Indian audiences.
Under the partnership, Prime Video will bring more than 100 Korean titles to India over the next two years, including 26 new releases alongside popular titles from CJ ENM’s existing library.
Under the partnership, Prime Video will bring more than 100 Korean titles to India over the next two years, including 26 new releases alongside popular titles from CJ ENM's existing library, while aiming to become a "gateway for Korean content in India".
“Building on our strong global relationship with CJ ENM and the deal announced last year, we’re excited to deepen this collaboration with a sharper focus on India,” said Shilangi Mukherji, director and head of SVOD Business, Prime Video India.
She said Korean content has witnessed remarkable popularity across Prime Video’s global markets, driven by compelling narratives, diverse genres and memorable characters. “By bringing a curated slate of premium Korean titles to Prime Video, we’re doubling down on our commitment to making the most innovative and captivating stories from Korea accessible to audiences in India,” Mukherji added.
The agreement is being built upon the companies' existing global relationship and marks a stronger India focussed collaboration, while being backed by the increasing popularity of Korean entertainment in the country. All new titles will be available with English subtitles as well as Hindi, Tamil and Telugu dubbing, making them accessible to a wider audience.
Jangho Seo, executive vice president of Platform Division at CJ ENM, said India represents one of the world’s most dynamic entertainment markets and Prime Video’s reach makes it an ideal partner to introduce Korean storytelling to millions of new viewers.
“We look forward to connecting more deeply with Indian audiences and sharing the richness and emotional depth of K dramas with viewers across the region,” Seo said.
What popular global titles will be part of the slate?
The content catalogue will begin with Yumi’s Cells Season Three, the latest instalment of CJ ENM’s flagship franchise, which topped streaming charts in 81 countries including the US, Brazil, France and the UAE, according to the company. The line up also includes Filing for Love, which ranked number one in 105 countries, The Legend of Kitchen Soldier and My Bias, My Boss. Library titles such as Dear X, Law in the City, Study Group, My Dearest Nemesis, Search: WWW and the first two seasons of Yumi’s Cells will also become available on the platform.
According to Manish Menghani, director and head of Content Licensing at Prime Video India, customer viewing preferences have been a key driver behind the partnership.
“The surge in popularity of K content is undeniable. CJ ENM is one of the biggest entertainment studios in Korea, with an expansive library of much loved titles such as Legend of the Blue Sea, Prison Playbook, Mother and A Practical Guide to Love, all of which will be launching on Prime Video over the next two years,” Menghani said.
He added that the continued success of the companies’ global content partnership demonstrates the growing demand for Korean entertainment. “For us, this deal is not only the natural step forward, backed by customer preferences, but also a commitment to making Prime Video India the go to destination for the best international content,” he said.
The latest agreement adds to Prime Video’s investment in Korean programming, with all titles available to Prime members as part of their subscription. The service currently offers Originals, international content, movie rentals and more than 30 add on subscriptions in India, alongside the recently integrated Amazon MX Player catalogue.