It’s seemingly never off our screens, but no one is talking about it and it feels increasingly outdated. As the ITV dating show enters its 10th season, does anyone care?
t was only at 8.45pm, on Monday night, 15 minutes before it began, that I realised that
This lacklustre response was reflected in the viewing figures. Love Island was watched live on ITV2 by 1.3 million viewers on Monday night –on the same time last year. Four years back, the show’s summer launch episode attracted 3.3 million viewers – 2 million more than this year.
Still, viewers don’t tend to dip out of shows en masse purely for moral purposes . Lauren O’Neill, cultural critic and former co-host of the podcast Vice Does, thinks the show is now simply overdone and oversaturated, with audiences growing increasingly fatigued. “ITV’s insistence on airing the show two times a year [in 2019, 2020 and 2023] has made it lose its potency.
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