In a significant digital crackdown, India has ordered the blocking of 25 streaming services, many of which boast millions of viewers and paying subscribers. The directive targets platforms like Ullu and ALTT, which, despite being lesser-known globally, are immensely popular within the South Asian nation for their adult and edgy entertainment offerings. This move by the Ministry of Information and Broadcasting cites provisions of the Information Technology Act of 2000 and the IT Rules of 2021, aiming to curb content allegedly promoting “obscene” material.

The government’s action follows months of scrutiny, with the National Commission for Protection of Child Rights and a Parliamentary Standing Committee on Information Technology raising serious concerns about mature content being streamed without adequate safeguards. Earlier this week, Indian authorities contacted internet service providers (ISPs), Google Play, and the Apple App Store to enforce restrictions on these services. While some major platforms initially remained accessible, enforcement efforts quickly progressed.

Data from Appfigures, shared exclusively, reveals the substantial reach of these banned apps. Ten of the 25 streaming services offered in-app purchases through Google Play and the App Store, collectively generating approximately $5.7 million in revenue since their launch, alongside nearly 105 million downloads. The notable disparity between purchases and downloads is attributed to their remarkably low subscription costs compared to global giants like Netflix.

ALTT, owned by Indian production company Balaji Telefilms, reported a robust performance prior to the ban, disclosing ₹202.6 million ($2.3 million) in revenue and adding 1.06 million subscribers in 2025. The platform’s content garnered over 5.8 million hours of watch time and 160 million annual views. At the time of this report, ALTT’s app was no longer available on Google Play and the App Store in India, and its website was largely inaccessible via most Indian ISPs.

Another prominent service, Ullu, from Ullu Digital, recorded a net profit of ₹212.3 million ($2.5 million) for the financial year 2024, with a total revenue of ₹931.4 million ($11 million) and a net worth of ₹2.08 billion ($24 million). While Ullu’s app remained available on the Indian Play Store and its website accessible, its iOS app had been removed from the Indian App Store.

Beyond app-store revenue, these services attracted significant web traffic. Similarweb data indicates Ullu saw nearly 1.9 million global visits in June, marking a 10% year-over-year growth. ALTT experienced even more dramatic growth, with over 776,400 global visits, a 130% increase. Specifically within India, Ullu recorded 1.8 million visits (18.9% growth), and ALTT surged to 696,200 visits (157.8% growth).

This is not an isolated incident in India’s digital landscape. Global streaming platforms, including Amazon Prime Video and Netflix, have frequently faced censorship. Despite a Supreme Court ruling clarifying that watching explicit content between consenting adults in private is not a crime, the government maintains a strict stance against obscenity. In 2023, the then-Information and Broadcasting Minister warned streaming platforms against providing abusive and obscene content, and thousands of pornographic websites have been blocked. India’s Supreme Court also issued notices to streaming platforms and the government earlier this year regarding sexually explicit content.

However, regulating obscene content remains a significant challenge. Smaller streaming services often evade bans by reappearing under new names, apps, and domains. Furthermore, they leverage alternative distribution channels, such as direct APK downloads, and utilize social media platforms like Instagram and YouTube to attract and retain their audience, making comprehensive blocking difficult for intermediaries like Google, Apple, and ISPs.