This paper explores the rise of subscription-based video-on-demand (SVOD) platforms in India, specifically focusing on the niche adult-drama genre. By analyzing the series Charmsukh: Bidaai (2022) produced by Ullu, we examine the shift from traditional broadcasting to digital-first content. The study highlights how platforms leverage regional storytelling and specific distribution formats to reach broad audiences. Introduction
Title: Digital Distribution and the Evolution of Adult-Oriented Web Series in India: A Case Study of Charmsukh Among these, Ullu has carved out a distinct
Charmsukh: Bidaai serves as a prime example of the "New Wave" of Indian digital content that bypasses traditional censorship and targets specific demographic interests. The technical specifications of its distribution further underscore the mobile-first nature of the modern Indian internet user. Key Points 📍 Among these, Ullu has carved out a distinct
The Indian digital landscape has seen a massive surge in local OTT (Over-the-Top) platforms. Among these, Ullu has carved out a distinct market by producing short-form, adult-themed dramas. This paper focuses on Charmsukh , one of the platform’s most prolific anthologies, specifically the "Bidaai" episode released in 2022. Context and Production Charmsukh Episode: "Bidaai" (Part 1) Platform: Ullu App Year: 2022 Language: Hindi Format: Digital Web Series Themes and Narrative Structure Among these, Ullu has carved out a distinct
is a leader in the niche adult-drama digital market.
allows for diverse stories under a single brand name.
The "Bidaai" segment utilizes the traditional Indian wedding ritual of the bride's departure ( Bidaai ) as a backdrop for its narrative.