love island It seems to be losing its shine.
The British reality show̵7;s summer season premiere dropped more than one million viewers compared to last year, according to TV and streaming figures supplied by ITV.
love island returned for its tenth season last night with 1.3M viewers on television and 400,000 streaming on ITVX. Last summer’s season debuted with a total of 3M viewers.
The summer season premiere was also down on the winter version love islandWhich was seen by 1.4 million viewers on television in January.
Figures don’t undermine theory that ITV is cannibalizing love islandviewers by airing the Maya Jama-fronted show twice a year.
love island Still doing better than its debut series. The show launched in its current form in 2015 with 597,000 viewers, rising to 825,000 for the 2016 season premiere and 1.3M in 2017.