New Delhi, April 1 -- 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 ...