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The conclusion of the 13th series of the UK’s Love Island saw Julia Majchrzak and Lorenzo Alessi take home the top prize. Despite this, the show’s viewing figures have seen a decline compared to previous years. The recent final attracted an average audience of 1.1 million across all devices, including streaming, as reported by ITV. This marks a decrease from last year’s final, which had an overnight viewership of 1.3 million. In stark contrast, the 2019 fifth series reached record-breaking numbers, with up to 6 million viewers tuning in for a post-Casa Amor episode and the highest average audience ever recorded for a final.
ITV has noted that the 2019 figures were consolidated after receiving all data post-final and mentioned they have yet to establish a comparable consolidated figure for the 13th series. More than 60% of the current audience now watches the show via streaming platforms. Furthermore, the latest series, along with companion programs like Aftersun and The Debrief, has amassed over 180 million streams on ITVX, highlighting a shift in viewing habits from traditional TV to digital formats.
The UK edition’s reduction in linear viewership contrasts with rising popularity overseas, particularly in the United States, where Love Island’s eighth series became the number one reality show for five consecutive weeks across all streaming platforms, according to Peacock, the show’s distributor. The US version has also benefited from high-profile celebrity fans such as Lizzo, Demi Lovato, Kesha, and regular appearances by Megan Thee Stallion, adding to the show’s buzz and appeal. BBC Newsbeat spoke with fans, commentators, and former contestants to explore what the UK series might learn from the success of its American counterpart in order to rekindle viewer interest.
Content creator Sarel, who shares Love Island insights with her 1.2 million TikTok followers, criticized the latest UK series for lacking genuine romance, stating, “there hasn’t been much love” between contestants, which diminished her emotional investment. She suggests that while drama and engaging conversations are part of the show’s draw, the heart of Love Island should be the romantic connections. Sarel expressed her desire for “butterfly moments,” comparing recent couples unfavorably to standout pairs like Indiyah Polack and Dami Hope or Molly-Mae Hague and Tommy Fury. She believes the US show excels because “everyone who is in there actually fancies one another” and feels less constrained by traditional formats or expectations, allowing for more authentic relationships. Aaron Evans, a British contestant who appeared on Love Island USA’s sixth series and previously won The Traitors UK, agrees that the American version succeeds partly due to “fresh eyes” and a strong social media presence, which keeps the show highly engaging and relevant to audiences today
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