India bans streaming apps you’ve never heard of — but millions watch

In a significant move to regulate online content, India has ordered the blocking of 25 streaming platforms, many of which boast millions of viewers and paying subscribers. This crackdown, one of the largest digital enforcement actions in the country, specifically targets services known for their adult-themed offerings, such as Ullu and ALTT, which have tapped into the nation’s growing demand for edgy entertainment. The Ministry of Information and Broadcasting issued directives this week to restrict access to these platforms, invoking the Information Technology Act of 2000 and the IT Rules of 2021. This decision follows concerns raised by the National Commission for Protection of Child Rights and a Parliamentary Standing Committee regarding the lack of safeguards for mature content on these services. Internet service providers and app stores, including Google Play and the Apple App Store, were contacted by the Indian government to enforce these restrictions. While the order was issued, some major platforms with large subscriber bases remained operational at the time of this report. Requests for comments from Google, Apple, and the information and broadcasting minister went unanswered. Among the 25 services affected, 10 have offered in-app purchases through their apps, generating a total of $5.7 million since their launch, with nearly 105 million downloads. The discrepancy between the high number of downloads and in-app purchases is attributed to their significantly lower subscription fees compared to global platforms like Netflix in India. Interestingly, some of these services either never appeared on traditional app stores or had been previously removed, opting instead to provide direct APK downloads. As of the latest updates, several APK files remained accessible through their official websites or on third-party platforms. In a recent disclosure, Balaji Telefilms, the parent company of ALTT, revealed that its app generated ₹202.6 million ($2.3 million) in revenue by attracting over a million subscribers in 2025. ALTT’s content amassed more than 5.8 million viewing hours, with 160 million annual views. However, the app was no longer downloadable from major app stores, and its website faced accessibility issues in India. On the other hand, Ullu, another service on the government’s radar, continued to be available on the Indian Play Store, although its iOS app was missing from the Indian App Store. Ullu Digital, the parent company of Ullu, reported a net profit of ₹212.3 million ($2.5 million) for the financial year 2024. Despite the crackdown, these streaming services have seen substantial website traffic. Ullu enjoyed nearly 10% year-over-year growth, reaching 1.9 million global visits in June, while ALTT saw a remarkable 130% increase to 776,400 visits. This isn't the first time India has cracked down on streaming services. Even major global platforms like Amazon Prime Video and Netflix face censorship challenges. The Indian government has long struggled to manage the proliferation of explicit content, and previous warnings have been issued to streaming platforms regarding obscene material. The government’s attempts to regulate sexually explicit content have often led to a game of whack-a-mole, with smaller services frequently re-emerging under new names and domains, making regulation a persistent challenge.