Introduction
On July 18, 2025, ULLU, India’s fastest-growing OTT content platform, stepped into the Web3 space by announcing UlluCoin — a utility token aimed at redefining how audiences engage with content and creators. Developed in partnership with Dubai’s Cypher Capital, UlluCoin seeks to create a transparent and engaging ecosystem for creators and viewers.
Why Web3 for OTT?
OTT platforms globally have struggled with high intermediary fees, piracy, and lack of transparency in creator royalties. UlluCoin promises to address these by enabling peer-to-peer transactions, direct tipping for creators, and user governance over platform decisions.
Strategic Partnership & Vision
Vibhu Agarwal, ULLU’s CEO, called UlluCoin “the missing piece in the OTT experience,” explaining: “We wanted to empower our users beyond watching — they can now influence, engage, and earn.” Cypher Capital’s Bill Qureshi added: “ULLU is pioneering a use case that will become standard in content distribution.”
Features & Benefits
- Token-based discounts on subscriptions.
- Early access to premium content for holders.
- Governance votes for platform decisions.
- Creator tipping, NFT-backed series, and loyalty programs in development.
Industry Trends
The OTT industry is expected to hit $180B globally by 2027. Web3 integration in content delivery is seen as a differentiator — creating loyalty and reducing churn.
Expert Opinions & Community Buzz
Rachel Ahmed, a media tech analyst, said: “ULLU is making OTT interactive and equitable. This could set a precedent for other platforms.”
Outlook
UlluCoin is expected to list on exchanges by late 2025, with more Web3 integrations planned, including fan-driven funding of new shows.
