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Love Island All Stars
Ella Baron
March 14th 2025
Can I pull you for a chat? That’s right, the Islanders are home and the figures are in, season 2 of Love Island All Stars (LIAS) pulls in an audience of 2.1 million consolidated viewers.
This is slightly down on the first series of the format – in which shows previous Islanders return to the Villa for more sun, more romance, and most importantly more drama – but only by about 150k viewers. So, what does this tell us? Firstly, that people are very much still here for the drama although viewing patterns may have changed. Despite the audience figures dropping slightly, the series was up by 89 million streams[1].
ITV have shared that there is year on year growth of viewers tuning in from their on-demand platform, ITV X, with 47% of Love Island viewers watching on ITV X in 2024, compared with 35% in 2023. We know that younger audiences have turned to streaming, and BVOD holds key position in this field, bridging the gap[2] between traditional linear TV and on demand streaming.
Over the course of the series LIAS reached a total 7.38m viewers across all devices, 2.53m of these in the 16 – 34 adults bracket. Proving that younger audiences are still invested in the Love Island format, and enjoy seeing their old favourites coming back for more! However, there is also a solid proportion of 35 – 44 year olds watching, with three quarters of the audience made up of women, according to ITV’s data.
As an avid watched of the show since series 2, I was pleased to see some old classics enter the villa; Gabby and Marcel from season 3, Luca and Ekin-Su from season 8, of course Curtis from season 5 (the shows most popular season) as well as a few faces from more recent series. Gabby went on to couple up with Casey (his third time entering the villa) and seemed to shock the country by taking the win, despite Luca and Grace’s popularity from their initial coupling! Although I think the win was well deserved, and hopefully marks the final time Casey makes a return, third time really should be the charm.
All in all, LIAS proves that despite a slight dip in viewers, audiences are still tuning in in their millions to catch up with all the goss coming out of the Cape Town villa. We can now look to summer, and all that will be coming out of the Mallorca villa. Getting prime position in the ad breaks on linear will still prove valuable to any advertiser, however, looking at the BVOD offering will also prove to be an effective element to any ad campaigns planned around the TV event of the summer.