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Ullu’s initial growth was modest, targeting a niche audience primarily in Hindi-speaking regions. However, the platform’s trajectory changed drastically with the onset of the COVID-19 pandemic. The nationwide lockdowns created a captive audience with more screen time, leading to a surge in streaming consumption. Ullu's unique value proposition—bold, unapologetic, and easily accessible content—attracted a massive influx of users, growing its subscriber base threefold within the first few months of the pandemic. This growth laid the foundation for an astonishing financial performance. Riding this wave, Ullu Digital Ltd saw its revenue explode, growing 12-fold to ₹100 crore between 2019 and 2024, and it even filed for an Initial Public Offering (IPO) to raise over ₹100 crore, positioning itself as one of India’s few profitable streaming platforms.

Despite its commercial success, Ullu was no stranger to controversy. The content was frequently criticized for exploiting sensuality, promoting objectification, and prioritizing titillation over substance. The National Commission for Protection of Child Rights (NCPCR) had flagged Ullu and ALTT in July–August 2024 based on multiple public grievances about the kind of content being hosted on these platforms. ullu hot video