Ullu's content library is vast and diverse, featuring a range of genres, including drama, comedy, romance, and horror. The platform is particularly known for its:
While major over-the-top (OTT) platforms in India lose millions trying to acquire sports rights or celebrity actors, Ullu quietly built an incredibly lucrative business structure. Business Factor Ullu Strategy Mainstream Competitors
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Launched in December 2018 by entrepreneur Vibhu Agarwal, ULLU positioned itself to capture an underserved segment of the digital market: local language, adult-themed pulp fiction and erotic thrillers.
: Suspense-driven mysteries that blend criminal investigations with romantic tension. Ullu's content library is vast and diverse, featuring
Ullu's bold content has often landed it in hot water. In July 2025, the Indian government cracked down on 25 OTT platforms, including Ullu, for streaming what it termed "pornographic in nature" and "obscene content".
: In April 2026, the Indian government directed Internet Service Providers to block access to Ullu and 24 other OTT apps as part of a crackdown on "unlawful and obscene content". Launched in December 2018 by entrepreneur Vibhu Agarwal,
This article explores the world of Ullu, from its most famous stars and the reasons for its immense popularity to the controversies it courts and the broader trend of bold content in India.
Despite the 2025 ban, rumors and reports suggest that the platform is preparing a comeback. News articles indicate that Ullu might be planning to launch several new Hindi web series in 2026, with a focus on romance, family drama, thriller, and suspense. It is believed that the platform may return with new content moderation and guidelines to comply with government regulations. If these reports hold true, the Ullu app may evolve its content strategy while retaining its core audience.