CJ ENM partners with Amazon Prime Video India to bring 100 K-content titles

CJ ENM is set to deploy a massive wave of K-content into India, a giant market of 1.4 billion people. On the 27th, CJ ENM signed a strategic content partnership with Amazon Prime Video India in Mumbai. Through this collaboration, approximately 100 titles, including 26 new releases, will be supplied sequentially via Amazon Prime Video India over the next two years.

CJ ENM pursued this partnership to meet the rapidly growing demand for K-dramas in India. To cater to the local viewing environment, language localization will be conducted in tandem. New releases will feature English subtitles along with Hindi, Tamil, and Telugu dubbing to lower language barriers across India.

A lineup ranging from 'Yumi's Cells' to 'Filing for Love'

The collaboration between the two companies will focus on IPs that have proven their success in the global market. The first title to be supplied is 'Yumi's Cells Season 3,' which topped streaming charts in 81 countries, including the US, Brazil, France, and the UAE. This will be followed by 'Filing for Love,' which ranked number one in 105 countries, and 'The Legend of Kitchen Soldier,' which received critical acclaim for its original world-building. The new romantic comedy 'My Bias, My Boss' is also scheduled to be released via Amazon Prime Video India.

CJ ENM will strategically balance its existing popular library with new originals and sequels of proven IPs. This move is an extension of the global strategic partnership established with Amazon Prime Video last year. Having already entered the Indian ad-supported OTT market through Amazon MX Player, CJ ENM is now diversifying its distribution foundation in India by expanding its business scope into the SVOD market through this collaboration.

CJ ENM targets the Indian OTT market

India, the world's most populous nation, possesses a rapidly growing online video service (OTT) market. As local interest in Korean content—centered around K-dramas and K-pop—has surged recently, competition for content acquisition between global OTTs and local platforms has intensified.

“We are delighted to expand our cooperation with CJ ENM into the Indian market, following our work last year,” said Shilangi Mukherji, Head of SVOD at Amazon Prime Video India. “Through this partnership, we will present premium K-content to more Indian viewers and introduce more of Korea's captivating stories on a wider scale.” Manish Menghani, Head of Content Licensing at Amazon Prime Video India, added, “With the demand for K-content rapidly increasing in India, this partnership is a natural next step that reflects our customers' preferences.”

“It is meaningful to collaborate with Prime Video in India, one of the fastest-growing entertainment markets in the world,” said Seo Jang-ho, Head of the Platform Business Division at CJ ENM. “Through this partnership, we will introduce CJ ENM's K-content to more Indian viewers and continue to expand the global reach of Korean storytelling.”