Ullu’s content strategy relies on the "guilty pleasure" demographic. The platform produces short-form series (usually 2-4 episodes per season) with episodes lasting 15–20 minutes.
Ullu has gained a significant following in the Indian entertainment industry, with millions of users across the country. The platform has received praise for its innovative storytelling, high-quality production values, and diverse range of content. Ullu has also been credited with providing a platform for new talent, including actors, writers, and directors. ullu web series wiki