Ullu explores sale of OTT business amid global acquisition interest

MUMBAI: Ullu may soon be streaming into a new chapter and this time, the plot twist is happening in the boardroom. Indian OTT platform Ullu is reportedly in advanced discussions to sell its entire streaming business, including its content library, intellectual property portfolio and digital infrastructure, in what could become one of the most significant acquisition deals in India’s streaming sector.

According to sources familiar with the matter, multiple international players have expressed interest in acquiring the platform. Among the companies evaluating a potential transaction are Fairadmedia Pte Ltd, Incredible Digital World Pte Ltd and Algorithm Verse Inc, alongside other entertainment and technology firms from Singapore, the United States and Australia.

If completed, the deal would transfer not only Ullu’s extensive catalogue of original content but also its full OTT technology stack, backend infrastructure and rights associated with its intellectual property portfolio.

The move reflects growing international interest in Indian digital entertainment assets as streaming companies look beyond traditional markets in search of loyal audiences, localised content and scalable technology platforms.

Founded in 2018, Ullu carved out a distinct niche in India’s crowded streaming landscape by focusing on bold, unconventional storytelling and catering to audiences often overlooked by mainstream platforms. Its content strategy helped it build a sizeable following, particularly across Tier-2 and Tier-3 markets, where digital consumption has surged in recent years.

That appeal has also travelled beyond India’s borders. Today, the platform operates across more than 122 international markets and has built a dedicated overseas audience through a catalogue spanning multiple Indian languages and genres.

Industry observers say the potential transaction highlights the growing value of content ownership and audience communities in the streaming economy. While subscriber growth remains important, buyers are increasingly seeking established platforms that already possess recognisable brands, proprietary technology and proven engagement.

For Ullu, the discussions could signal a strategic pivot from being a domestic niche streamer to becoming part of a larger global entertainment ecosystem. For potential buyers, the attraction lies in acquiring an established digital platform with international reach rather than building one from scratch.

The company has not issued an official statement on the reported talks. However, if negotiations culminate in a deal, it could mark a defining moment not only for Ullu but also for India’s maturing OTT industry, where homegrown platforms are increasingly finding themselves on the radar of global investors and media groups.