The platform's user base has grown exponentially since its inception, with millions of active users across India. Ullu's popularity can be gauged from the fact that it has become a cultural phenomenon, with many of its web series and characters becoming a part of mainstream pop culture.
Ulli’s catalogue is built around :
Ullu's meteoric rise can be attributed to a very specific and, for a time, highly successful formula. Its content primarily consisted of bold, adult-themed web series that often featured erotic posters, titillating titles, and sexually explicit scenes. The platform's strategy hinged on producing this content on very low budgets—industry insiders suggest between INR 25 Lakh and INR 50 Lakh per show—and using aggressive performance marketing. This involved pushing "free" short clips of episodes on social media, ending with cliffhangers to tempt viewers to purchase the platform's cheap membership plans. Popular series like Charmsukh , Palang Tod , Riti Riwaj , and Kavita Bhabhi became brand names for a certain kind of risqué entertainment. Despite heavy criticism labeling it as "soft porn," this model proved extraordinarily effective. By 2024, the platform had clocked ₹100 crore in revenues and amassed 2 million subscribers, all while being profitable from day one. The Ullu app seemed to have found a goldmine in what many called India's "shadow OTT economy". Ullu -- Page 3 of 13 -- HiWEBxSERIES.com