Highlights
- CJ ENM signed a multi-year Prime Video India agreement on July 27 to provide 100+ K-drama titles over the next two years.
- The deal also includes 26 new releases alongside catalog content with English subtitles and Hindi, Tamil, and Telugu dubbing for India’s 50M Korean content consumers.
- The partnership builds on Prime Video’s 21.3% Indian market share where demand for foreign-language content is growing.
South Korean entertainment company CJ ENM signed a multi-year content deal with Prime Video India on July 27 in Mumbai, securing distribution for more than 100 titles over two years. The 100-title agreement will also include 26 new series, to further strengthen K-drama reach within India's diverse linguistic landscape. CJ ENM will deliver all upcoming series with English subtitles as well as dubbing in Hindi, Tamil, and Telugu.
The rollout begins with Yumi's Cells Season 3 and global chart-toppers such as Filing for Love and The Legend of Kitchen Soldier. Upcoming series like the romantic comedy My Bias, My Boss, which is scheduled to debut in South Korea on August 3, will also join the platform’s Indian catalog.
India's Rising Streaming Market & K-Content Demand
The agreement builds on a global collaboration formed last year between CJ ENM and Amazon, which had earlier brought over 100 titles to Prime Video in the U.S. A similar expansion now centers directly on India's streaming sector, where total over-the-top (OTT) users surpass 600 million, as per Ormax Media’s ‘OTT Audience Report 2025.’
Additionally, industry estimates cited by Forbes indicate that more than 50M consumers in India regularly watch Korean content, averaging two hours of viewing per day. Meanwhile, rival platform Netflix reported a 370% year-over-year surge in domestic K-drama viewership within the country, especially during the 2020-pandemic era.
Strategic Streaming Positioning
For Prime Video, the deal solidifies its market position even against local and international competitors. In India, the popular domestic OTT service JioHotsar has already been showing K-dramas in localized languages. Netflix follows a similar approach but only for a limited selection of titles.
Nevertheless, Prime Video’s growing market share of 21.3%, supported by nearly 21 million paid subscribers and 66M total viewers in India, makes the deal an important entry point for both organizations in the market. Notably, CJ ENM has also recently licensed six Thai dramas, which are remakes of popular K-dramas, for distribution in India through Amazon’s MX Player. The deal took place via CJ ENM’s Hong Kong subsidiary, True CJ Creations, which is separately based in Bangkok.
CJ ENM's popular K-Dramas. In order from left: 'Yumis Cells S3,' 'Filing for Love,' and 'The Legend of Kitchen Soldier.'
Speaking on the CJ ENM deal, Shilangi Mukherji, director and head of SVOD business at Prime Video India, said in a release: "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."
Whereas Jangho Seo, executive vice president of the platform division at CJ ENM, highlighted Prime Video's “unmatched reach in India,” as well as “its deep investment in local audiences,” which reportedly made them a key partner in their amplification of the East Asian country’s cultural export expansion, “to millions of new viewers.”
