By leveraging the "Unrated" tag, Ullu provided content that appealed to the curiosity and fantasies of viewers in tier-2 and tier-3 cities, as well as those looking for something raw and unfiltered. The platform’s success lies in its low-budget, high-return model, focusing on storytelling that is often sensational, sometimes bizarre, but always attention-grabbing.

A significant portion of the catalog integrates elements of suspense, mystery, and crime-thriller to keep viewers engaged.