India Bans Streaming Apps: Millions Affected

India Blocks 25 Streaming Services Over “Obscene” Content

The Indian government has initiated a significant digital crackdown, ordering the blocking of 25 streaming services. This action impacts platforms with substantial viewership and subscriber bases, alleging the promotion of inappropriate material.

Details of the Crackdown

The Ministry of Information and Broadcasting issued directives this week to block access to websites and applications associated with these 25 services. These actions are based on provisions outlined in the Information Technology Act of 2000 and the IT Rules of 2021.

Concerns regarding mature content streamed on these platforms, and the absence of sufficient protective measures, were initially raised by the National Commission for Protection of Child Rights and a Parliamentary Standing Committee on Information Technology months prior to this order.

Government Action and Industry Response

Earlier this week, the Indian government contacted internet service providers and app stores – including Google Play and the Apple App Store – to restrict access to the specified streaming services.

As of the time of this report, some of the affected services, particularly those with large subscriber numbers, were still operational. Requests for comment sent to Google and Apple have not yet received a response.

Similarly, the information and broadcasting minister has not responded to an email inquiry regarding the matter.

Financial Impact and App Data

Data from Appfigures indicates that 10 of the 25 streaming services offered in-app purchases, generating a collective $5.7 million in revenue since their launch and accumulating nearly 105 million downloads.

The disparity between downloads and in-app purchases is largely attributable to the platforms’ significantly lower subscription costs compared to global streaming giants like Netflix.

Accessibility and Alternative Distribution

It’s noteworthy that some of these streaming services were not initially listed on traditional app stores or were previously removed. They subsequently offered their applications as direct APK downloads.

As of this publication, certain APK files remained accessible through their websites or via third-party platforms.

Performance of ALTT

Indian production company Balaji Telefilms, the parent organization of ALTT, recently reported that its streaming app generated ₹202.6 million ($2.3 million) in revenue in 2025, gaining 1.06 million subscribers.

Content on ALTT was viewed for over 5.8 million hours, resulting in 160 million annual views, according to the company’s statements.

At the time of reporting, ALTT’s app was unavailable for download through both Google Play and the App Store in India, and its website was inaccessible to most Indian internet service providers.

Balaji Telefilms has not yet issued a comment in response to the ban.

Ullu’s Status and Financials

Ullu, another streaming service included in the government’s order, remained accessible through its app on the Indian Play Store, and its website was still functioning.

However, its iOS app was not available for download from the Indian App Store.

Ullu Digital, the parent company of Ullu, reported a net profit of ₹212.3 million ($2.5 million) for the financial year 2024, as per its regulatory filing. The company’s revenue reached ₹931.4 million ($11 million), with a net worth of ₹2.08 billion ($24 million).

Ullu Digital did not respond to requests for comment.

Website Traffic and Global Reach

These streaming services attracted millions of visits to their websites from around the world, in addition to generating substantial subscription revenue.

According to Similarweb data, Ullu experienced nearly 10% year-over-year growth in global traffic, reaching 1.9 million visits in June. ALTT recorded over 130% growth, totaling 776,400 visits.

Within India, Ullu saw an 18.9% year-over-year increase, reaching 1.8 million visits, while ALTT experienced a 157.8% rise to 696,200 visits.

Previous Crackdowns and Regulatory Challenges

This is not the first instance of content restrictions within the Indian streaming market. Global platforms like Amazon Prime Video and Netflix have also faced censorship from the Indian government.

Stricter measures are often implemented in cases deemed obscene, despite a lack of clear regulatory definitions. Consensual interactions between adults in private settings are not, in themselves, illegal.

Ongoing Concerns and Enforcement Difficulties

In 2023, the then Indian information broadcasting minister cautioned streaming platforms against distributing abusive or obscene content. New Delhi has also blocked thousands of websites hosting pornographic material.

Furthermore, India’s Supreme Court issued notices to streaming platforms and the government in April of this year in response to a plea to regulate sexually explicit content.

However, effectively curbing obscene content remains a significant challenge. Smaller streaming services frequently reappear under different names, applications, and domain names.

It is also difficult for intermediaries like Google, Apple, and internet providers to completely block access, as these platforms often utilize alternative channels and social media platforms like Instagram and YouTube to reach audiences.