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For viewers short on time, the channel curates "best moments" or character-specific compilations that garner tens of millions of views. "I want to watch the top-rated Ullu web

This paper explores the symbiotic relationship between the Indian OTT platform Ullu and the video-sharing giant YouTube. While Ullu is often criticized for its risqué content, its strategic use of YouTube as a "free-to-air" marketing funnel has fundamentally altered how tier-2 and tier-3 audiences in India consume web series. By analyzing the "Top" trending web series from Ullu and their viewership metrics on YouTube, this study argues that Ullu has successfully utilized the "freemium" curiosity gap to monetize audiences traditionally ignored by mainstream streaming giants like Netflix and Amazon Prime. While Ullu is often criticized for its risqué

Ullu has become a leading Indian OTT platform for streaming original, adult-themed Hindi web series and movies. It has built its reputation on bold storytelling that often explores social taboos, human desires, and complex relationships.

Ullu has carved a very specific niche in the Indian OTT market. Unlike Netflix or Amazon Prime, which focus on big-budget production values, Ullu focuses on bold content, rural fantasies, and twist-filled thrillers. While the production quality can be B-grade at times, the storytelling is often gripping, and the actors deliver surprisingly intense performances.