One of the key drivers for the success of local streaming services is their accessibility. By offering content in various regional languages such as Hindi, Bhojpuri, and Bengali, these platforms can reach a diverse audience across different states.

Let me be clear upfront: (similar to PrimeFlix, Kooku, etc.), and its series—including 18 —are primarily soft-core erotic thrillers aimed at mature audiences (18+). The platform’s core content strategy revolves around bold themes, nudity, and sexual situations, often with thin plotlines.

Before the explosion of OTT platforms in India, "bold" content was largely the domain of foreign platforms or late-night television. Ullu entered the market with a simple strategy: create content that mainstream platforms like Netflix and Amazon Prime were too hesitant to touch, and that television was too censored to show.