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This paper explores the symbiotic relationship between the Indian OTT platform Ullu and the video-sharing giant YouTube. While Ullu is often criticized for its risqué content, its strategic use of YouTube as a "free-to-air" marketing funnel has fundamentally altered how tier-2 and tier-3 audiences in India consume web series. By analyzing the "Top" trending web series from Ullu and their viewership metrics on YouTube, this study argues that Ullu has successfully utilized the "freemium" curiosity gap to monetize audiences traditionally ignored by mainstream streaming giants like Netflix and Amazon Prime. www ullu youtube com web series top
While you won't find every full episode for free due to subscription requirements, you can access content through:
Happy watching!
This paper explores the symbiotic relationship between the Indian OTT platform Ullu and the video-sharing giant YouTube. While Ullu is often criticized for its risqué content, its strategic use of YouTube as a "free-to-air" marketing funnel has fundamentally altered how tier-2 and tier-3 audiences in India consume web series. By analyzing the "Top" trending web series from Ullu and their viewership metrics on YouTube, this study argues that Ullu has successfully utilized the "freemium" curiosity gap to monetize audiences traditionally ignored by mainstream streaming giants like Netflix and Amazon Prime.