Prime Video India Expands K-Content Slate With CJ ENM Deal

Prime Video India is expanding its Korean entertainment lineup through a multi-year agreement with CJ ENM, South Korea’s largest entertainment studio, that will bring more than 100 Korean titles to viewers in India.

Under the partnership, Prime Video subscribers across India will get access to a broad mix of K-dramas and Korean variety shows, including international favorites such as The Legend of Kitchen Soldier, Filing For Love, Yumi’s Cells Season Three, and the newly launched series My Bias, My Boss. As part of the deal, CJ ENM will supply 26 new titles that Prime Video India plans to introduce over the next two years. Each new and upcoming title included in the slate will be available with English subtitles, along with Hindi, Tamil, and Telugu dubbing.

Shilangi Mukherji, director and head of the SVOD business at Prime Video India, said in a press statement that the company is strengthening its existing global relationship with CJ ENM by placing greater emphasis on the Indian market. She noted that Korean content has seen striking growth across Prime Video territories, driven by strong storytelling, varied genres, and characters that connect with audiences beyond language and geography. Mukherji added that the curated Korean slate reflects Prime Video’s continued focus on bringing fresh, high-quality stories from Korea to entertainment audiences in India.

The India-focused agreement builds on Prime Video’s wider global collaboration with CJ ENM, which already makes more than 100 Korean content titles available through Amazon Prime Video’s main U.S. hub.

The first wave of releases begins with Yumi’s Cells Season Three, the newest chapter in the hit romantic comedy led by Kim Go-eun and Kim Jae-won. The franchise has been a strong performer since its debut season, reaching the top of multiple streaming charts across 81 countries, including the U.S., Brazil, France, and the UAE.

“At Prime Video India, we keep a keen eye on what our customers are watching and what stories resonate with them,” said Manish Menghani, director and head of content licensing, Prime Video, India. “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, among several others – all of which will be launching on Prime Video over the next two years. The continued success of our global content deal with CJ ENM is a testament to this growing demand. For us, this deal is not only the natural step forward, backed by customer preferences, but also a reflection of [our] commitment to making Prime Video India the go-to destination for the best international content.”

The Prime Video India library will also include titles like Dear X, Law in the City, Study Group, My Dearest Nemesis, Search: WWW, and the earlier seasons of Yumi’s Cells. Viewers can expect to see their favorite talent, such as Kim You-Jung, Lee Jong-suk, Park Ji-hoon, Cha Woo-min, and “compelling storytelling across a diverse range of genres—drama, thriller, romance, fantasy, and action—that have captivated audiences worldwide.”

“We are pleased to collaborate with Prime Video India to bring CJ ENM’s acclaimed K-dramas to a wider audience in one of the world’s most dynamic entertainment markets,” Jangho Seo, EVP of Platform Division at CJ ENM, said. “Prime Video’s unmatched reach in India, combined with its deep investment in local audiences, makes it the ideal partner to amplify our content to millions of new viewers. This partnership reflects our ongoing commitment to expanding the global reach of Korean storytelling. 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.”

Prime Video is India’s largest streaming service for Originals, as India’s one-stop entertainment destination for exclusive titles and blockbuster Originals that are included with Prime – in addition to a wide selection of movie rentals and 30+ add-on subscriptions (like Apple TV+, Lionsgate Play, BBC Player, Sony Pictures, Crunchyroll, Discovery+, and more. With the new partnership and the integration of the free video service ‘Amazon MX Player’ into Prime Video, the streaming service will now offer an expanded selection for a wider base of audiences in India, with a variety of Indian and international movies/shows across multiple languages: Hindi, English, Tamil, Telugu, Malayalam, Kannada, and more.

Amazon Prime Video has focused largely on India as a global marketplace, with Prime Video becoming one of the country’s Top 3 streaming services in a highly competitive market. According to Economic Times India, Amazon Prime Video in India holds a 21.3% market share with roughly 21 million paid subscribers and nearly 66 million total viewers.

When it comes to Korean dramas and content, over 50 million Indians are hooked on K-content, with the average viewer watching at least two hours of K-dramas per day. It is expected to grow even more in 2026 and beyond. Korean dramas are the most consumed in the market by Gen Z individuals living in India.

With the new partnership between Prime Video India and CJ ENM, more Korean content and culture will be available for fans (and potential fans) to enjoy.