Once a cultural phenomenon that had the nation hooked; Has Love Island UK lost its sparkle?
The reality show, known for its dramatic couplings, feisty arguments and iconic one liners has seen a noticeable decline in viewership over the past couple of years. But what is causing this shift, and can the show redeem itself, or is time up?
The final on Monday 29th of July marked the end of the summer of love, with winners Mimi Ngulube and Josh Oyinsan becoming the first black couple to win the reality show since it launched nine years ago.
Repetitive Form
Since the show started in 2015, there hasn't been much change to the way it has run. Apart from the shock announcement of Casa Amor, a new villa with new singletons dividing the original girls and boys, in the third season.
Many fans on X (formally Twitter) speak about the repetition of the show, and how predictable it is going to be every year. Yet the producers don't seem to do much to change the mindset of its audience.
This year's season saw a complete lack in games and challenges, instead the producers kept the challenges low budget, sticking to kissing challenges and Mr and Mrs games rather than the over the top budget challenges that take the islanders out of the villa and onto a set.
X users often take to twitter to demand that the “twitter challenge” be brought back. The challenge in question is an iconic one that had the islanders read out tweets written by the public giving their opinion on situations in the villa. This is where British Grime star Stormzy had his say, with his tweet being read out to the islanders, and then speaking to the islanders over zoom. This hasn't been seen on the show since.
By having created such gripping concepts in previous seasons, it seems as though the producers are falling flat on new concepts to keep the audience entertained.
New Competitors
Compared to 2015, there are now multiple new reality shows giving people the chance to find love.
Series like Netflix’s “Too Hot To Handle” and “Love is Blind” have captured the attention of viewers seeking something different, with both these shows bringing a unique twist to the concept of finding love on reality TV.
These new competitors are challenging Love Island’s long held dominance in the reality romance genre, drawing in viewers who crave novelty and a break from the all too familiar formula of Love Island.
Are other countries' attempts at Love Island just better?
Since gaining so much popularity and attraction, Love Island UK has become one of many, with over twenty different countries, such as Sweden, Albania, Australia and America, creating their own version of Love Island.
One country’s version of the show that stands out for its authentic and dramatic seasons is Love island USA.
The American version of Love Island was originally on CBS, but later moved to the streaming platform Peacock. With this move the show entered a new era, creating a much more ‘raunchy’ and entertaining show, owing to the fact that it was now on a streaming platform rather than a primetime network.
This show follows the same format as the UK version, however, unlike the UK version, it is constantly introducing new twists. This summer's USA Love island introduced the option for the boys of the villa to decide whether they wanted to go to Casa Amor or stay in the villa with their current couple. Of course, all of the boys decided to go- but having that option really gripped the viewers, and I would be excited to see if they kept that up in future seasons.
This season of Love Island USA also brought back multiple islanders that viewers felt didn't get enough time to show their personalities and find love in the previous seasons.
These changes demonstrate a keen engagement with audience preferences and a willingness to adapt the format, something that keeps viewers engaged and invested in the show's outcome.
Authenticity of the Islanders
Everyone remembers the first few seasons of Love Island UK for the islanders, and just how genuine they were compared to present-day contestants.
In Season One, you had Hannah Elizabeth, who was a beauty consultant before the show. Nathan Massey from Season Two was a carpenter, whilst Camilla Thurlow from the 3rd season was a bomb disposal expert, and Jack Fincham from Season Four was a stationary sales manager.
However in recent seasons, more islanders are entering the Villa with “Influencer” as their job title. Albeit influencers with a smaller following, they are still known by a handful of the general public from their extravagant instagram feeds.
It seems as though many new islanders are seeing what the show has done for previous islanders, with the likes of Molly Mae getting multiple brand deals then going on to be the creative director for Pretty Little Thing, and are jumping on the show to grab themselves the chance to do the same.
Many viewers, including myself, would like to see normal people from different jobs like before back in the Villa having genuine connections that last longer than a couple months after the show ends.
Is Love Island UK too far gone?
Has Love Island UK drifted completely away from the authentic episodes of the first season- with multiple rules on drinking and smoking, as well as constant monitoring of conversations and background interference from producers- to be saved, revitalised, and ultimately deliver the Love Island season viewers are so greatly craving?
edited by Cormac Nugent
Image - the Independent
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