While primarily known for bold thrillers, Ullu has expanded its repertoire to include horror, comedy, and social dramas.

Ullu's business model was a masterclass in targeted marketing. It offered —a weekly plan for just ₹90, a monthly plan for ₹198, and an annual plan for ₹459—making it accessible to millions of Indians on a budget. Coupled with a relentless performance marketing strategy that pushed free, salacious clips on social media, the app built a massive user base, reporting over 42 million active users and 109 million app downloads . The platform’s content primarily in Hindi, with options in Tamil, Telugu, and Bhojpuri, allowed it to penetrate deep into Tier-2 and Tier-3 cities, catering to an audience it felt was ignored by mainstream platforms.

: The platform introduced video and audio bhajans (devotional songs) to appeal to older demographics.