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

India has ordered the blocking of 25 streaming companies — many with thousands and thousands of viewers and even paying subscribers — for allegedly selling “obscene” content material, in one of many South Asian nation’s largest digital crackdowns but. The order impacts lesser-known, however wildly common companies like Ullu and ALTT that cater to the nation’s mass-market urge for food for grownup and edgy leisure.

This week, the Ministry of Data and Broadcasting issued directives to dam entry to web sites and apps linked to 25 streaming companies, citing provisions of the Data Know-how Act of 2000 and the IT Guidelines of 2021, TechCrunch discovered.

The order got here months after the Nationwide Fee for Safety of Baby Rights and a Parliamentary Standing Committee on Data Know-how raised issues about mature content material being streamed on these platforms with out ample safeguards.

The Indian authorities contacted web service suppliers and app shops, together with Google Play and the Apple App Retailer, earlier this week to limit these streaming companies, a supply aware about the matter instructed TechCrunch.

A few of these companies, particularly the key ones with thousands and thousands of subscribers, remained stay on the time of submitting this text.

Google and Apple didn’t reply to requests for remark. The data and broadcasting minister additionally didn’t reply to an e-mail despatched Friday.

Of the 25 streaming companies, 10 supplied in-app purchases by means of their apps on Google Play and the App Retailer, producing a cumulative $5.7 million since launch with almost 105 million downloads, per the Appfigures information solely shared with TechCrunch. The broad hole between in-app purchases and downloads is primarily attributable to their low subscription prices — considerably decrease than Netflix and different world platforms in India.

Notably, a few of these streaming companies have been both by no means listed on conventional app shops or had been eliminated earlier, and as a substitute supplied their apps as direct APK downloads. As of publication, a few of these APK information have been nonetheless accessible by means of their web sites or third-party platforms.

Earlier this month, Indian manufacturing firm Balaji Telefilms, the father or mother of ALTT, disclosed that its streaming app generated ₹202.6 million ($2.3 million) in income by including 1.06 million subscribers in 2025. ALTT’s content material was watched for greater than 5.8 million hours, garnering 160 million annual views, the corporate stated.

ALTT’s app was not accessible for obtain by means of Google Play and the App Retailer in India, and its web site was inaccessible on most Indian ISPs on the time of submitting this text.

Balaji Telefilms didn’t reply to a request for touch upon the ban.

Ullu, one other comparatively distinguished streaming service named by the Indian authorities, remained accessible by way of its app on the Indian Play Retailer, and its web site was accessible as effectively. The service’s iOS app, nevertheless, was not accessible for obtain from the Indian App Retailer.

Ullu Digital, the father or mother firm of Ullu, reported a web revenue of ₹212.3 million ($2.5 million) for the monetary 12 months 2024, per its regulatory submitting reviewed by TechCrunch. The corporate posted a income of ₹931.4 million ($11 million) and declared a web price of ₹2.08 billion ($24 million).

Ullu Digital didn’t reply to requests for remark.

Alongside thousands and thousands of {dollars} in subscription income, these streaming companies have been additionally attracting thousands and thousands of worldwide visits to their web sites.

Ullu noticed almost 10% year-over-year progress in worldwide visitors, reaching 1.9 million visits in June, whereas ALTT recorded over 130% progress to 776,400, per Similarweb.

In India, Ullu recorded 18.9% year-over-year progress, reaching 1.8 million visits, whereas ALTT noticed a 157.8% improve to 696,200 visits, Similarweb information exhibits.

Importantly, this isn’t the primary time the streaming enterprise has seen a crackdown in India. World platforms, together with Amazon Prime Video and Netflix, typically face instances of censorship by the Indian authorities.

Nevertheless, even stricter actions are seen in circumstances of obscenity regardless of an absence of readability on laws, as watching specific content material that includes totally consensual interactions between grownup actors in a personal house is not a crime.

In 2023, the then Indian info broadcasting minister warned streaming platforms not to serve abusive and obscene content. New Delhi has additionally blocked thousands of websites streaming pornographic content. On a plea to manage sexually specific content material in April this 12 months, India’s Supreme Courtroom additionally issued notices to streaming platforms and the Indian authorities.

That stated, curbing obscene content material stays a problem even for the Indian authorities. Smaller streaming companies — like these focused on this crackdown — typically reappear underneath new names, apps, and domains. It’s equally tough for intermediaries like Google, Apple, and web suppliers to completely block entry, as these platforms typically unfold by means of various channels and use social media platforms like Instagram and YouTube to draw viewers.