As we move further into 2025, the nature of "viral" is changing. Ullu is pivoting towards high-production values and more nuanced stories (e.g., Inspector Avinash). However, the demand for the raw, "so bad it's good" viral MP4 will never die.

The platform is experimenting with Watermarking technology in their MP4 streams. If a paid user leaks the file, the watermark reveals their phone number, instantly tracing the source of the leak. This might finally slow down the circulation of "free" viral videos.

You might wonder why users specifically search for the "MP4" file extension. The reason is simple: accessibility and device compatibility.

Instagram Reels and YouTube Shorts have become the marketing battleground. A 15-second teaser of a viral Ullu scene garners millions of views, driving the audience to search for the full "MP4" file to see the context.