Overseas markets emerge as big opportunity for local streaming platforms as diaspora seeks more regional content

Subscribe to enjoy similar stories. Local video streaming platforms focussed on regional languages and niche target audiences are increasingly getting a substantial chunk of their revenue from overseas Indian viewers, in some cases up to 40%.

Not only do these users in countries including the US, the UK, Canada and Malaysia have the ability to pay for subscriptions, they also relate deeply to stories that resonate with their cultural identities. Platform executives said Indian viewers overseas have a strong preference for deeply rooted narratives, especially those centred on rural life and cultural traditions, while older Bollywood and regional language classic movies also remain a big draw.

“Growing our international digital business is a critical part of our growth strategy, given the large Indian and South Asian diaspora across markets that are avid consumers of Indian content including Bollywood films," a ZEE5 spokesperson said. “While content preferences among diaspora audiences largely mirror those in India, there’s a noticeable leaning toward culturally rooted narratives and nostalgic, family-centric content." Bollywood classics and regional blockbusters resonate deeply with this audience, alongside a growing demand for Indian language content, particularly Telugu and Tamil titles, followed by Malayalam and Bengali, the spokesperson said.

ZEE5 has built a significant presence overseas including the US, the UK, the Middle East and North Africa, and key Asia-Pacific nations. Movies such as RRR, Gadar 2 and Sam Bahadur have emerged as big hits, while originals Despatch, Hisaab Baraber and Mrs. Sankranthiki Vasthunam (Telugu), Aindham Vedham (Tamil), Thiru Manickam (Tamil) and Identity (Malayalam) have been among the