With a Censored Filter, ULLU Aims to Change Perception
Since its inception in 2018, the home-grown OTT platform ULLU has become one of the fastest-growing OTT platforms which showcase approximately 46800 minutes of exhaustive, multi-genre programming of original content. While their target is mostly Tier 2 and Tier 3 audiences, their subscriber base also includes users from Tier 1 cities too who like to watch their content by paying for it. This is a positive sign for the platform as its getting well received by not only the rural parts but also the urban audience.
To make the app more family-friendly, ULLU has launched a 2.0 version of the app that will include high-end content and also improve the in-app experience. The 2.0 version of the app has a ‘censor’ filter to let users choose the type of content they want to see which is known as ‘Censored Movie Programming’. Once the filter is switched on, the content will automatically switch to family consumption viewing, editing all the adult content out. It will also give a warning regarding consumption of alcohol and cigarettes, beeping out abusive language, and editing the violence and sexual content. They have further included a premium segment known as ULLU Gold which will showcase movies/web series starring high-profile actors & directors. There will also be a segment known as ULLU Silver which will have new movies (released till 6 months ago) which will be available on the platform. It will have an AVod model built for the consumers who don’t believe in spending on subscriptions. Additionally, the app will also be introducing a ‘RENT-A-MOVIE’ section which will be pay-per-click-per-view.
Commenting on the development, CEO and Founder of ULLU, Vibhu Agarwal shares, “The OTT segment saw a phenomenal growth last year due to the pandemic- and ULLU benefited from it witnessing a 220% growth, both in revenue and subscriber base. We now have 48 million users. With ULLU Silver, we hope to increase our subscriber base by another 40-50%. We don’t want ULLU to only be an OTT platform and hence we will soon be diversifying into Merchandise and telecommunication as well.”