India Bans Lesser-Known Streaming Apps, But Millions Continue to Tune In

India has mandated the prohibition of 25 streaming platforms, many of which enjoy significant audiences and paying subscribers, due to allegations of promoting “obscene” content. This represents one of the largest digital crackdowns in the nation to date, affecting lesser-known yet highly regarded services such as Ullu and ALTT, which address the high demand for adult and unconventional entertainment across the country.

This week, the Ministry of Information and Broadcasting issued directives to block access to websites and applications linked to these 25 streaming services, referencing the Information Technology Act of 2000 and the IT Rules of 2021, as per information obtained by TechCrunch.

The directive comes on the heels of concerns expressed months prior by the National Commission for Protection of Child Rights and a Parliamentary Standing Committee on Information Technology regarding the availability of mature content on these platforms without adequate safeguards.

Earlier this week, the Indian government reached out to internet service providers and app marketplaces, including Google Play and the Apple App Store, to restrict access to these streaming services, according to a source familiar with the matter speaking to TechCrunch.

As of this article’s publication, some of these services, particularly the larger ones with millions of subscribers, were still operational.

Neither Google nor Apple responded to requests for comment. The Minister of Information and Broadcasting also did not reply to an email sent on Friday.

Among the 25 targeted services, 10 provided in-app purchases through their applications on Google Play and the App Store, collectively generating $5.7 million since launch and accumulating nearly 105 million downloads, according to exclusive data from Appfigures shared with TechCrunch. The notable discrepancy between in-app purchases and downloads arises mainly from their low subscription rates, which are significantly lower than those of Netflix and other international platforms in India.

Notably, certain streaming services were either unavailable in traditional app stores or had previously been removed, making their apps available only as direct APK downloads. At the time of publication, many of these APK files remained accessible through their websites or third-party platforms.

Earlier this month, Balaji Telefilms, owner of ALTT, disclosed that its streaming app generated ₹202.6 million ($2.3 million) in revenue after gaining 1.06 million subscribers in 2025. Content on ALTT was viewed for over 5.8 million hours, translating to 160 million annual views, according to the company’s report.

The ALTT app was not found on Google Play or the App Store in India, and its website was largely inaccessible via most Indian ISPs at the time of publication.

Balaji Telefilms did not respond to an inquiry regarding the ban.

Another service, Ullu, also implicated by the Indian government, remained available through its app on the Indian Play Store, and its website was accessible too. However, its iOS app was not available for download on the Indian App Store.

According to its regulatory filing reviewed by TechCrunch, Ullu Digital, which owns Ullu, reported a net profit of ₹212.3 million ($2.5 million) for the fiscal year 2024. The company reported revenues of ₹931.4 million ($11 million) and a net worth of ₹2.08 billion ($24 million).

Ullu Digital did not respond to requests for comment.

Along with millions in subscription revenue, these streaming platforms also attracted considerable global traffic to their websites.

Ullu experienced almost a 10% increase in global traffic year-over-year, reaching 1.9 million visits in June, while ALTT’s traffic skyrocketed over 130% to 776,400, according to SimilarWeb.

Within India, Ullu saw an 18.9% increase year-over-year, hitting 1.8 million visits, and ALTT’s traffic grew by 157.8% to 696,200 visits, as indicated by SimilarWeb data.

Significantly, this is not the first time the Indian government has taken action against streaming services. Well-known platforms like Amazon Prime Video and Netflix frequently face censorship challenges in India.

Stricter measures are adopted in cases involving obscenity, despite regulatory ambiguities, especially since viewing explicit content depicting consensual interactions between adults in private settings is not considered a crime.

In 2023, the then Minister of Information and Broadcasting cautioned streaming platforms concerning the hosting of abusive and obscene content. New Delhi has also moved to block thousands of websites disseminating pornographic content. Earlier this year, in response to a request for regulation of sexually explicit material, India’s Supreme Court issued notices to streaming platforms and the Indian government.

Nonetheless, tackling obscene content remains a major challenge for the Indian government. Smaller streaming services — like those targeted in this latest crackdown — often reemerge under new names, apps, and domains. Intermediaries such as Google, Apple, and internet providers also struggle to entirely block access, as these platforms frequently employ alternative routes and exploit social media networks like Instagram and YouTube to draw in viewers.