ULLU's success has always walked a tightrope with Indian law, and in , it finally faced a major crackdown. The central government banned ULLU, along with ALTBalaji and 23 other OTT platforms and apps, for streaming content it deemed "obscene" and "vulgar".
To fuel this growth, in 2023 Vibhu Agarwal appointed as the CEO of ULLU. Avinash, who has over two decades of leadership experience, was brought in to spearhead the platform's growth and diversification. Vibhu Agarwal continues to head his OTT platforms and his GEC Channel "Atrangii" and is now steering towards exploring new revenue streams in the entertainment industry.
: A long-running series following the life of a fictional character who interacts with various callers and neighbors.
To maintain profitability, ULLU produces its shows on notoriously low budgets. Industry sources estimate that an average series costs between ₹25 lakh to ₹50 lakh . This has led to criticism and "chatter in the market" about potential exploitation of the cast and crew, and accusations that the platform relies solely on "clingy sex scenes" rather than quality production. ULLU Originals
The COVID-19 lockdown proved to be a major catalyst for the platform. With people confined to their homes and seeking new forms of entertainment, ULLU saw explosive growth, reportedly experiencing a . By 2020, within less than two years of its launch, the platform boasted over 350 hours of original content and was being touted as one of the fastest-growing OTT platforms in India.
represents one of the most controversial, fast-growing, and highly debated phenomena in the Indian over-the-top (OTT) streaming landscape. Launched on December 25, 2018, the ULLU App carved out a distinct—and highly scrutinized—niche by prioritizing adult drama, erotic thrillers, and sensual narratives aimed primarily at tier-2 and tier-3 cities across India. While global giants like Netflix and Amazon Prime Video focused on high-budget, mainstream cinema, ULLU targeted a massive, underserved demographic looking for bold, uninhibited content.
: Almost all ULLU Originals are rated 18+ . They contain explicit themes, strong language, and mature content. ULLU's success has always walked a tightrope with
Unlike mainstream streaming services that offer a mix of genres, ULLU Originals have built their reputation on a specific formula:
You can get the app directly from the Google Play Store for Android devices or the Apple App Store for iOS. It is also available on the website for web streaming.
ULLU employs a dual revenue model:
Stories centered around complex relationships, betrayal, romance, and thrillers, frequently bordering on softcore pornography, according to some critiques.
Based on viewer trends and IMDb rankings , these are some of the most-watched ULLU Originals:
, which included a "family-friendly" filter to broaden its user base. www.medianama.com Avinash, who has over two decades of leadership
Mainstream platforms historically struggled in India due to high monthly subscription fees. ULLU bypassed this barrier by introducing highly flexible, budget-friendly subscription models. Viewers can purchase weekly, monthly, or yearly plans at a fraction of the cost of international competitors, making premium digital content accessible to low-income demographics. Micro-Budget Production Efficiency
As of 2025, the platform has diversified its library to include over across various formats and genres including romantic dramas, thrillers, horror, suspense, and comedy. The exclusive ULLU Originals library also features short films, songs, audio stories, and regional content.