TL;DR:
- India blocked 25 streaming apps for allegedly distributing obscene content.
- Platforms like Ullu and ALTT gained massive viewership despite being relatively unknown globally.
- Government cited the IT Act of 2000 and IT Rules 2021.
- Apps were removed from Google Play and Apple App Store, though APKs remain online.
- Together, banned services earned over $5.7M with 105M+ downloads.
Ministry Orders Sweeping Digital Blackout
In one of India’s most sweeping digital interventions to date, the Ministry of Information and Broadcasting issued directives this week to block 25 streaming platforms. The ban was based on alleged violations of the Information Technology Act, 2000 and the IT Rules, 2021, which provide the government with authority to act against “obscene” and unregulated content.
The affected platforms include lesser-known but locally popular services such as Ullu and ALTT — platforms known for adult-themed and edgy programming. These services have millions of paying users in India’s Tier-2 and Tier-3 cities.
Backlash Follows Child Rights and IT Committee Complaints
This ban follows complaints by the National Commission for Protection of Child Rights (NCPCR) and the Parliamentary Standing Committee on Information Technology, who raised alarms about the streaming of mature content without proper age safeguards.
Sources revealed to TechCrunch that ISPs and app stores, including Google Play and the Apple App Store, were asked to block access to these apps and domains.
“While some platforms were immediately pulled offline, others remained accessible at the time of writing.”
Downloads Still High, But Subscription Revenue Is Modest
According to exclusive data from Appfigures, 10 out of the 25 blocked apps were offering in-app purchases on Android and iOS. Collectively, they generated:
| Metric | Value |
| In-app Revenue | $5.7 million |
| Total Downloads | ~105 million |
| Major Players | Ullu, ALTT |
The gap between revenue and downloads is due to ultra-low subscription rates, often just a fraction of prices on platforms like Netflix or Amazon Prime Video.
Circumventing the Ban: APKs, Mirrors, and Social Channels
Many of these platforms bypass app store restrictions by offering APKs via their own websites or third-party sources. Despite the order, some APKs remain accessible, especially on lesser-known mirrors or forums.
This includes platforms that were never on app stores to begin with, making them harder to regulate using traditional content moderation pathways.
Balaji Telefilms and ALTT See Millions in Viewership
Balaji Telefilms, which owns ALTT, disclosed that in 2025:
- The ALTT app added 1.06 million subscribers.
- It generated ₹202.6 million (~$2.3M).
- Its shows were viewed 160 million times, totaling 5.8 million watch hours.
However, the app has since been removed from the Indian Google Play and App Store, and its website is now inaccessible on most Indian networks.
Ullu Digital Still Surviving—For Now
Ullu, another target of the ban, is still available on the Indian Play Store, although its iOS counterpart is not. The company reported strong financials:
- FY2024 Revenue: ₹931.4M (~$11M)
- Net Profit: ₹212.3M (~$2.5M)
- Net Worth: ₹2.08B (~$24M)
Despite remaining partially online, Ullu Digital has not issued a public statement.
Website Traffic: Booming Despite Takedowns
According to data from Similarweb, user engagement remained high through June 2025:
| Platform | India Traffic YoY | Global Traffic YoY |
| Ullu | +18.9% (1.8M) | +10% (1.9M) |
| ALTT | +157.8% (696K) | +130% (776K) |
Such traffic proves that viewers continue to find ways to access these services, even when mainstream app stores or ISPs cut them off.
Legal Grey Zones and Regulatory Gaps
While India regularly censors international platforms like Amazon Prime and Netflix for content deemed inappropriate, local services often fall into murkier territory. Notably:
- Obscenity laws remain vague, especially for consensual adult content.
- Supreme Court notices were issued in April 2025 to regulate adult content.
- Thousands of pornographic websites have already been blocked, but newer services keep emerging under different names and domains.
As legal frameworks remain inconsistent, new entrants simply rebrand and reappear through social media promotions, especially on YouTube and Instagram.
Final Thoughts
This crackdown signals India’s aggressive intent to control digital entertainment narratives, particularly in the adult content space. But with loopholes and reemergence strategies already in play, the battle between censorship and distribution is far from over.
The Data
| Data Point | Metric |
| Total Apps Blocked | 25 |
| Revenue from In-App Purchases | $5.7 million |
| Total Downloads | 105 million |
| ALTT 2025 Revenue | ₹202.6 million (~$2.3M) |
| Ullu FY2024 Revenue | ₹931.4 million (~$11M) |
| ALTT Website Traffic YoY | #ERROR! |
| Ullu Website Traffic YoY | #ERROR! |
| Governing Laws | IT Act 2000, IT Rules 2021 |
