CJ ENM has signed a strategic content partnership with Amazon Prime Video India, ramping up its push into the Indian market, which holds the world's largest growth potential.
CJ ENM said on the 28th that it signed a strategic partnership with Amazon Prime Video India for the supply of K-content in Mumbai, India, on the 27th. The partnership was pursued to respond to the rapidly expanding demand for K-dramas in India. Over the next two years, CJ ENM will sequentially release about 100 titles through Amazon Prime Video India, including 26 new works such as "Yumi's Cells Season 3" and "Legend of the Cook Soldier."
In particular, the company will strengthen language localization to enhance the local viewing experience. Newly released works will be offered with English subtitles and Hindi, Tamil, and Telugu dubbing to lower language barriers.
India, with 1.4 billion people and the world's largest population, has drawn attention as a key strategic market for global media companies, backed by its rapidly growing online video service (OTT) market. As local interest in K-content has recently increased, competition to secure K-content between global OTTs and local platforms is intensifying, and CJ ENM is being credited with moving quickly to tap the market.
The collaboration between the two companies will begin in earnest with CJ ENM's flagship franchise IP "Yumi's Cells Season 3." The work proved its global popularity by ranking near the top of streaming charts in 81 countries, including the United States, Brazil, France, and the United Arab Emirates (UAE). It will be followed by talked-about titles such as "Secret Audit" and "Legend of the Cook Soldier."
"We are pleased to expand our collaboration with CJ ENM into the Indian market, following last year," said Shailangi Mookerjee, head of the subscription VOD (SVOD) business at Prime Video India. "Through this partnership, we will present premium K-content to more Indian viewers and introduce Korea's compelling stories more widely."
"With demand for K-content rapidly increasing in India, it is meaningful to expand our collaboration with CJ ENM," said Manish Menghani, head of content licensing at Prime Video India. "This partnership is a natural next step reflecting customers' preferences, and it will play an important role in making Prime Video India the best global content platform."
"It is meaningful to collaborate with Prime Video in India, the world's fastest-growing entertainment market," said Suh Jang-ho, head of CJ ENM's Platform Business Division. "Through this partnership, we will present CJ ENM's K-content to more Indian viewers and further expand the global reach of Korean storytelling."
