How platforms like Ullu capitalized on the cheap data revolution (Jio effect) to reach Tier 2 and Tier 3 cities with localized, bold content. Content Strategy:
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The shift from traditional TV dramas to "pulp fiction" style web series that focus on suspense, drama, and adult themes, which bypassed traditional censorship for a long time. Market Niche: How platforms like Ullu capitalized on the cheap
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Originally launched in 2018, Ullu positioned itself as a bold, uncensored, and experimental platform for mature Indian audiences. While mainstream platforms played safe with family dramas and crime thrillers, Ullu dived headfirst into erotic thrillers, suspense dramas, and social taboos — often with modest budgets but high-impact storytelling.