- India has ordered the blocking of 25 streaming services, including Ullu and ALTT, for allegedly promoting obscene content under the IT Act and IT Rules.
- The platforms collectively generated $5.7 million from nearly 105 million downloads, with Ullu earning ₹931.4 million ($11M) and ALTT making ₹202.6 million ($2.3M) in 2025.
- Google and Apple were instructed to remove the apps, and many websites were blocked, though some APKs and platforms remain accessible.
- The crackdown follows concerns from regulators about a lack of safeguards and reflects India’s ongoing struggle to control adult content online.
In one of the country’s most extensive actions against online media, India has ordered the blocking of 25 streaming platforms accused of hosting “obscene” content.
The ban targets smaller but highly popular services such as Ullu and ALTT, which cater to a mass-market audience with adult and edgy entertainment.
The Ministry of Information and Broadcasting invoked provisions under the Information Technology Act of 2000 and the IT Rules of 2021 to issue the blocking orders this week. Internet service providers and app marketplaces, including Google Play and Apple’s App Store, were instructed to restrict access to these platforms.
The move follows months of scrutiny after the National Commission for Protection of Child Rights and a Parliamentary Standing Committee on IT flagged the lack of content safeguards on these apps.
Data from Appfigures reveals that 10 of the affected services offered in-app purchases, collectively earning around $5.7 million since launch with nearly 105 million downloads. Their low-cost subscription models have helped them compete against giants like Netflix in India’s price-sensitive market.
Balaji Telefilms, which operates ALTT, reported ₹202.6 million ($2.3 million) in revenue for 2025, with over 1.06 million subscribers and 160 million annual views. However, the ALTT app has now been removed from Indian app stores, and its website is inaccessible through most ISPs.
Ullu, another major platform named in the order, reported ₹931.4 million ($11 million) in revenue for the last fiscal year, with a net profit of ₹212.3 million ($2.5 million). While its Android app and website remained live at the time of reporting, the iOS version was no longer available in India.
Traffic data shows both platforms were growing rapidly before the ban. Ullu saw nearly 1.9 million visits globally in June, while ALTT recorded over 130% year-on-year growth, according to Similarweb.
This is not the first time Indian regulators have intervened in the streaming market. Major players like Netflix and Amazon Prime Video have faced censorship, and thousands of pornographic sites have been blocked in recent years. However, the current crackdown highlights the government’s ongoing struggle to regulate adult content online, especially as banned apps frequently resurface under new domains and names.
Neither the Ministry of Information and Broadcasting, Google, Apple, nor the companies behind Ullu and ALTT have issued comments on the ban.
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