Amazon wants to control the regional streaming market in India. And they’re using South Korean television to do it. Prime Video India just secured a massive multi-year partnership with CJ ENM, injecting over 100 Korean titles into their platform across the next two years.
Subtitles don’t cut it anymore. Every single new release under this multi-year pact comes with English subtitles alongside full dubs in Hindi, Tamil, and Telugu. Amazon’s investing heavily in regional language localization because that’s what viewers are asking for.
Expanding the Production Pipeline
The contract guarantees twenty-six brand-new television properties straight from the South Korean studio. A detailed title breakdown published on Monday maps out the massive rollout schedule. Existing catalog hits round out the rest of the volume.
CJ ENM manages an enormous production pipeline. They operate both Studio Dragon and CJ ENM STUDIOS. Shilangi Mukherji directs the SVOD business for Prime Video India, framing the transaction as a natural expansion.
“Building on our strong global relationship with CJ ENM and the deal announced last year, we’re excited to deepen this collaboration with a sharper focus on India,” Mukherji stated.
This regional agreement stems from a much larger worldwide framework. Amazon and CJ ENM originally formed a global distribution pact back on May 3, 2025. The Korea Herald confirmed the 2025 agreement that executives announced during the World Audio Visual and Entertainment Summit in Mumbai. That initial global contract covered over two hundred countries while excluding South Korea and China.
Demand wasn’t a mystery. Previous CJ ENM releases dominated viewership metrics throughout 2024. Shows like Marry My Husband and No Gain, No Love landed inside the top ten most-watched non-English international originals globally.
The APAC Playbook Signals a Regional Monopoly
Amazon didn’t just stumble into this Korean drama acquisition spree. The partnership aligns with corporate strategy revealed earlier. Executives detailed their APAC Playbook during the APOS summit on June 19, signaling a clear shift in focus.
Mukherji and Gaurav Gandhi, the vice president of APAC and ANZ, explained their transition from basic category creation. They’re positioning Prime Video as an inescapable entertainment hub for Asian media.
Subscription tiers aren’t the only target. Amazon previously integrated CJ ENM into their free, ad-supported tier. Studio executives signed a package deal in September 2025 to stream eighteen drama series on Amazon MX Player. Amazon controls both the free funnel and the premium subscription destination now.