Prime Video's Korean Content Surge
Prime Video India and CJ ENM partner for over 100 Korean titles, expanding K-content for Indian viewers.
Anonymous
Key Points
1
CJ ENM’s production pipeline is a key driver of the deal, as the company operates Studio Dragon and CJ ENM STUDIOS, giving Prime Video India access to a broad mix of in‑house productions and development slate.
2
In addition to new titles, the agreement pulls in CJ ENM’s library catalog with shows such as Dear X, Law in the City, Study Group, My Dearest Nemesis and Search: WWW, alongside the first two seasons of Yumi’s Cells.
3
The rollout has showcased impressive global performance for CJ ENM titles already on Prime Video, with Yumi’s Cells topping streaming charts in 81 countries and Filing for Love ranking No. 1 in 105 countries.
4
The India-focused deal is part of a broader CJ ENM global distribution framework announced in May 2025, with an emphasis on APAC expansion and a strategically coordinated ‘APAC Playbook’ for regional rollout.
5
Prime Video’s cross-border strategy is reinforced by the existing global collaboration with CJ ENM, which already makes more than 100 Korean titles available through Prime Video’s main U.S. hub.
Prime Video India and South Korean studio CJ ENM have signed a multi-year deal to bring more than 100 Korean titles to Indian viewers over the next two years, according to Deadline. The package includes 26 new shows plus a deep library catalog, making it one of the largest K-content pushes on an Indian streaming platform.
All titles will carry English subtitles and dubbing in Hindi, Tamil, and Telugu. The rollout kicks off with Yumi's Cells Season 3 and also features Filing for Love and The Legend of Kitchen Soldier, spanning genres from romance and thriller to fantasy and action, Screen Daily reported.
CJ ENM's Studio Muscle Powers the Content Slate
CJ ENM is not just a distributor — it owns Studio Dragon and CJ ENM STUDIOS, two of South Korea's biggest production houses. That gives Prime Video India direct access to a wide mix of finished shows and a busy development pipeline, according to C21 Media.
The library portion of the deal is substantial. It pulls in titles such as Dear X, Law in the City, Study Group, My Dearest Nemesis, and Search: WWW, plus the first two seasons of Yumi's Cells. Indian viewers now get one of the most complete CJ ENM catalogs outside South Korea.
K-Drama Numbers That Made India a Priority Market
The deal was not made on faith alone. CJ ENM titles already on Prime Video have posted striking numbers. Yumi's Cells topped streaming charts in 81 countries. Filing for Love ranked No. 1 in 105 countries, Deadline reported. India was a strong performer in both cases.
Shilangi Mukherji, director and head of SVOD at Prime Video India, said the partnership "deepens ties" with CJ ENM and reflects Korean content's growing popularity across Prime Video markets. India, with its large and multilingual audience, sits at the center of that growth story.
A Global CJ ENM Framework With an APAC Focus
The India deal fits inside a larger global distribution framework that CJ ENM announced in May 2025, according to Yahoo News. The two companies have built what they call an 'APAC Playbook' — a coordinated strategy to roll out Korean content region by region across Asia-Pacific.
The global layer of the deal already makes more than 100 Korean titles available through Prime Video's main U.S. hub. The India agreement adds a localization layer on top of that, with regional-language dubbing designed to reach audiences beyond English-speaking urban viewers, Whalesbook noted.
Localization Strategy Signals Deeper Regional Ambitions
Dubbing in Hindi, Tamil, and Telugu is a deliberate choice. These three languages together cover hundreds of millions of viewers across India's most populous states. Subtitles alone would limit reach. Dubbed audio opens Korean dramas to audiences who rarely watch foreign-language content, according to Screen Daily.
The move reflects Amazon's broader push to compete in regional Indian markets, not just metro cities. By pairing a massive Korean content slate with local-language audio, Prime Video is betting that K-drama fandom in India has only scratched the surface of its potential audience.
Sentiment
Mostly PositiveNEGATIVENEUTRALPOSITIVE
Publishers
19
Articles
36
Reach
55
A
AnonymousAuthor
