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This year, Love Island is experiencing a resurgence in popularity, but the reasons behind this phenomena are multifaceted. The show is in its 12th series, and viewership is on the rise after a decline in recent years. With figures now comparable to the success of series eight, which introduced fan favorites like Ekin-Su Cülcüloğlu, Indiyah Polack, and Tasha Ghouri, the show is capturing the attention of audiences once again.
While traditional TV viewership is on the rise, it is Love Island’s social media presence that is truly making waves this year. The show’s official social media accounts have seen significant growth, garnering 1.8 million new followers since the start of 2025, with 1 million on TikTok alone. Former contestant Diamanté Laiv notes that social media updates are more appealing to busy individuals who may not have the time to commit to watching the show nightly.
The rise of Love Island content on platforms like TikTok has created a new way for fans to engage with the show. With thousands of uploads under the Love Island hashtag, viewers are able to access bite-sized clips that highlight the most dramatic or entertaining moments of the series. Content creators like Anthony, known as “giletslays,” have been instrumental in feeding this growth with their engaging takes on the latest episodes.
As audiences increasingly turn to social media for their Love Island updates, the relationship between viewers and contestants is evolving. While social media platforms offer a more accessible way to stay engaged with the show, former contestants like Diamanté caution that these platforms may present a skewed view of the reality TV experience. Despite the challenges, influencers like Yasmin Pettet have managed to connect with audiences in new and innovative ways, demonstrating the changing landscape of reality TV fandom
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