It’s seemingly never off our screens, but no one is talking about it and it feels increasingly outdated.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?
It was only at 8.45pm, on Monday night, 15 minutes before it began, that I realised that Love Island’s summer launch was imminent. Which was weird. Usually, there’s a bit of fanfare beforehand: people on the timeline posting photos from Love Island viewing parties. Me being invited to Love Island viewing parties. A few think pieces and “what to expect from Love Island” content scattered about, with glistening, buff-bodied twentysomethings in swimsuits posing for glossy ITV press pics. This year, there was very little of that. All was quiet. Even when the show began, “Apple” and “Vision Pro” were trending on Twitter – no Love Island, as usual.
This lacklustre response was reflected in the viewing figures. Love Island was watched live on ITV2 by 1.3 million viewers on Monday night – a million down 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. So, what gives? Is Love Island – the UK’s most well-known and catchphrasable reality show, now on its 10th season – finally losing its shine? Are people getting … bored?
