In the ever-evolving world of digital streaming, India has become a fertile ground for niche OTT platforms. Among them, Ullu emerged as a disruptor—not for its technical innovation but for its bold, adult-themed content that mainstream platforms stayed away from. But this niche appeal also led to its removal from Google Play Store, sparking controversy, debate, and curiosity.
So, the pressing question remains: Will Ullu ever return to Google Play Store? Or is the app destined to remain on the fringes of the digital ecosystem—thriving in its own underground ecosystem?
This article unpacks the controversy, business model, policies, and possibilities surrounding Ullu’s future—especially its potential comeback to the mainstream Android platform.
A Brief Background: What Is Ullu?
Launched in December 2018, Ullu App positioned itself as an Indian OTT platform for adult-centric, erotic, and sensational content. With low-budget productions and sensational titles like Charmsukh, Palang Tod, and Riti Riwaj, Ullu appealed to Tier II and Tier III urban and semi-urban Indian viewers.
Unlike Netflix or Prime Video, Ullu didn’t bank on celebrities or cinematic quality. Instead, it found its USP in bold storytelling and taboo themes, attracting a dedicated, albeit controversial, user base.
Why Was Ullu Removed from Google Play Store?
The Ullu app was banned or delisted from the Google Play Store primarily due to violations of Google’s content policies.
Google’s Content Policy Violation
Google maintains strict content guidelines for apps available on the Play Store. These include prohibitions on:
- Sexually explicit content
- Graphic nudity
- Adult role-play or sexually suggestive scenarios
Although Ullu carefully blurred actual nudity and offered disclaimers, the intent and thematic content still bordered on soft erotica, triggering content moderation mechanisms.
In mid-2022, Google removed Ullu from the Play Store. While no official Google statement was issued publicly, insiders confirm that the content moderation algorithms flagged the app, followed by human review and eventual removal.
The Shift to APK Model: Ullu’s Strategy After the Ban
Following its removal, Ullu adapted quickly. It pivoted to a direct APK download strategy via its website and third-party platforms like APKPure, APKMirror, and Ullu’s own landing page.
But does this help?
Yes and no.
Pros:
- No censorship: Ullu regained full control of its content.
- No dependency on Play Store.
- Direct user acquisition via ads and search engine optimization.
Cons:
- Security risks: Users are wary of downloading APKs outside official stores.
- User friction: Many users, especially older or less tech-savvy individuals, prefer Play Store apps.
- Limited reach: Being off the Play Store reduces organic discovery.
Censorship vs Market Demand: A Balancing Act
Ullu’s removal reignited the debate around digital censorship in India.
Should adult-themed content be banned outright?
On one hand, India has cultural sensitivities, and public backlash against bold content is not uncommon. On the other hand, freedom of expression and viewer choice are hallmarks of a democratic internet.
Ullu continues to operate legally, as long as its servers and billing systems are intact. But the shadow of moral policing remains.
Interestingly, platforms like ALTBalaji, Kooku, Primeshots, and CinePrime also toe a similar line, yet Ullu is often singled out due to its aggressive marketing and consistent output of bold series.
Can Ullu Modify Its Content for a Comeback?
Here lies the core question: Is Ullu willing to tone down its content to comply with Google’s guidelines?
The answer appears to be no—at least for now.
Ullu’s entire brand identity is built around its unfiltered, bold storytelling. If it were to sanitize its offerings, it risks alienating its core audience, and becoming just another low-budget OTT platform.
That said, Ullu has experimented with some family dramas, thrillers, and crime-based shows, which were less explicit in nature. However, these received tepid responses, reaffirming that audience loyalty lies in its bold content niche.
Monetization Without Play Store: Is It Sustainable?
A surprising insight is that Ullu’s subscription revenue hasn’t nosedived post-removal from Play Store.
Here’s why:
1. Direct Subscriptions via Ullu Website
Ullu encourages users to purchase subscriptions directly on its website, with affordable pricing starting at ₹99 per 3 months.
2. Wallet-Based Billing
They’ve integrated payment systems like Paytm, PhonePe, and UPI, which cater to the app’s Indian demographic.
3. Affiliate and Content Bundling
Ullu now bundles content via smart TV apps, firesticks, and bundled OTT platforms, such as the Watcho app.
So, while the loss of Play Store access initially hurt new acquisitions, their retention and conversion funnel has evolved well.
User Demographics: Why the Audience Still Sticks Around
Ullu’s audience is largely:
- Male-dominated (around 85%)
- Age 20–40
- From Tier II & Tier III cities
- Smartphone-first, data-rich consumers
This group is price-sensitive but content-hungry. They’re more likely to watch episodes late at night, on mobile, with headphones—a behavioral pattern that explains the success of Ullu’s bold narrative structure.
Will Google Ever Relax Its Content Guidelines?
A slim but potential possibility for Ullu’s return lies not in Ullu changing, but Google evolving.
There are precedents:
- Apple App Store allows some adult apps with strict age gating.
- Google has been experimenting with more nuanced content moderation, especially in the West.
But India’s conservative climate makes it unlikely that Google will soften policies for adult-themed Indian OTTs in the near future.
Ullu’s Global Expansion: A Backdoor to Mainstream?
One strategy that could help Ullu re-enter the mainstream is to rebrand and target international audiences, possibly via VPN-compatible apps or white-labeled versions available in countries with more relaxed digital content laws.
They’ve already launched content with English subtitles, and there’s talk about Spanish-dubbed versions being piloted.
If Ullu manages to secure foreign investments or partner with adult-friendly platforms, its image may shift from soft erotica to “cultural bold storytelling,” much like Japanese or European adult cinema.
Legal Framework: Is Ullu Operating in a Grey Zone?
As of 2025, there are no specific Indian OTT regulations banning adult-themed content. The IT Rules 2021 demand age classification, disclaimers, and grievance officers—but do not ban erotica outright.
Hence, Ullu is not operating illegally.
However, Google, as a private platform, can enforce stricter rules than governments, and this is where the real challenge lies.
What Could Make Ullu Eligible Again for the Play Store?
Ullu’s return to the Play Store could depend on one or more of the following:
- A Clean Version: Launching a “Lite” app with censored or family-safe content.
- Dual App Strategy: One app for bold content (APK), one for crime/thrillers (on Play Store).
- Platform Partnerships: Integrating content on Play Store–approved platforms like MX Player, Watcho, or JioTV.
- Age Gating: Proposing stronger age verification and regional access controls.
But the reality remains: the bold Ullu we know today may never be acceptable on Play Store again—unless it reinvents itself.
Conclusion: Will Ullu Ever Return to Google Play Store?
As it stands in 2025, Ullu’s return to the Play Store looks unlikely, unless there is a strategic content pivot, or Google softens its policies. Given its solid user base, alternative revenue streams, and niche appeal, Ullu may continue thriving outside the mainstream app ecosystem.
But if the platform aspires to scale, raise VC funding, or go global, a cleaner avatar might be inevitable.
Until then, Ullu is likely to remain India’s most popular underground OTT success story—controversial, censored, yet wildly consumed.
FAQs – Will Ullu Ever Return to Google Play Store?
Q1. Why was the Ullu app removed from Google Play Store?
Ullu was removed for violating Google’s policies on sexually explicit and adult content. The platform’s bold web series were flagged for inappropriate content.
Q2. Is Ullu still operating legally in India?
Yes, Ullu operates legally under India’s IT Rules 2021, which allow adult content with age classification and disclaimers.
Q3. How can I download the Ullu app now?
The app is available via the official Ullu website or third-party APK download platforms, not on the Play Store.
Q4. Does Ullu plan to return to Play Store?
As of now, there is no official statement. However, unless content moderation changes or Ullu tones down its offerings, return seems unlikely.
Q5. Are there alternative Ullu apps available on the Play Store?
No direct Ullu app is available, but some Ullu content is bundled within other OTT apps like Watcho or MX Player, occasionally.
Q6. Will Ullu launch a “clean” version of the app?
That could be a possibility if Ullu wants to regain mainstream visibility without compromising its brand.