Prime Video Launches Channel K: New Hub for Korean Content

Prime Video has launched Channel K, a new platform dedicated to Korean entertainment. For just Rs 79 per month—with an initial offer of Rs 1—subscribers can access a vast collection of Korean dramas, K-pop concerts, and reality shows. The new channel aims to be the ultimate destination for Hallyu fans, featuring titles like Summer Strike and 2024 BTS FESTA: Message from Jin.

The popularity of K-dramas in India is undeniable. According to Netflix’s 'What We Watched the First Half of 2024' report, Korean series are outperforming Indian titles. Hits like Queen of Tears (29M views), Parasyte: The Grey (25M views), and My Demon (18M views) outshone local productions like Heeramandi: The Diamond Bazaar (15M views). This rising interest has led streaming platforms to invest heavily in Korean content, launching specialized channels to tap into the demand.

Gaurav Bhasin, Head of Marketplace at Prime Video, noted the surge in popularity for Korean content in India. “Over the past few years, we have seen tremendous increase in the popularity of Korean content on Prime Video in India,” he said, mentioning successful series like Marry My Husband, No Gain No Love, and Jinny’s Kitchen.

Why the K-Drama Craze?
Abhishek Tiwari, Global Business Head at NetSetGo Media, believes the trend is fueled by strategic investments from streaming platforms. "Platforms have been confirmed to spend between USD 100,000-500,000 per title," Tiwari explained. "This often results in high returns, as seen with Queen of Tears, which secured 29 million views." He emphasized that Korean content attracts substantial audiences at relatively low acquisition costs compared to high-budget films.

The Battle Between Free and Paid Platforms
One of the biggest challenges for paid streaming services is the competition from free websites offering similar Korean content. Tiwari suggests paid platforms should focus on added value, such as faster content delivery, high-quality streaming, exclusive merchandise, and accessible language subtitles, to entice subscribers away from free options.

With more platforms racing to acquire exclusive K-drama rights, a pricing war looms, potentially driving up licensing fees by 20–30%. This could lead to subscription increases of 10–15%. However, collaboration between platforms might help stabilize costs, making sure subscribers aren't pushed away by high prices.

The Future of Dedicated K-Drama Apps
Tiwari predicts that a specialized Korean content app could attract an additional 15–20% of existing OTT users, particularly among younger audiences and in urban areas. Key factors for success include maintaining affordable pricing and offering a seamless user experience.

To stand out, platforms must offer more than just dramas. Features like early access, exclusive collectibles, and extensive multilingual subtitle options could make a difference in attracting dedicated fans.

As major players like Netflix, Disney+ Hotstar, and Prime Video continue to expand their Korean content libraries, the future looks promising for K-drama enthusiasts in India.