Love Island final breaks ITV streaming records

ITV recorded a total of 3.4 million viewers watched the Love Island final across ITV2 and ITV Hub last night, making it the biggest finale since 2019, and an increase of 100,000 viewers year-on-year.

The closing episode broke streaming records according to the broadcaster, with over 250 million streams this series, making it the most-watched series ever on ITV Hub.

The series averaged 2.7 million viewers across the eight-week run, making it the second-highest rating after the 2019 series, ITV confirmed.

However, when catch-up data and ITV Hub audiences across all devices were factored in, ITV noted the consolidated series average currently stood at 4.6 million. The second highest-rated series to date.

According to BARB overnight figures, the live linear audience peaked on ITV2 at 3.17 million viewers in the individuals 4+ category at 10.30pm when Ekin-Su and Davide were crowned winners of the series.

During the 9pm to 10.30pm timeslot, BARB figures showed the average audience on ITV2 for the last episode of the reality dating show was 2.82 million, with the highest share of the timeslot with 18.9% share (individuals 4+).

For the adults 16- 34 audience, the final episode garnered an average audience of 1.20 million, a peak of 1.36 million at 10.30pm and a 60.8% share of viewing in the timeslot, per the overnight data.

Consolidated average audience viewing on a TV set (not all devices) for the the series from 6 June to 24 July was 3.14 million, according to data produced by BARB and Mediatel Connected.

Sponsors of the show this year included an official coffee partner (Emmi Caffe Latte), network sponsor (O2), returning beauty sponsor (Boots), its first pre-loved fashion sponsor (eBay replacing fast fashion sponsors), and its first “fan partner” in Reddit. Just Eat has been the lead sponsor since 2019.

ITV and Lifted Entertainment (part of ITV studios) have confirmed there will be two series on ITV2 and ITVX next year, making a total of sixteen weeks of Love Island content.

The first series will start in South Africa in the New Year and the second series will take place in Mallorca in the summer.

Read more on Love Island series eight here: 

Love Island tops UK most-viewed programmes

Love Island attracts average audience of more than 3m so far

Love Island opens series 8 with 2.8 million peak

Love Island series 8 ‘will be the true litmus test of its popularity’

• Transparency at the forefront: Steering Europe’s CTV evolution
  Today’s CTV market demands accountability and outcomes from investment. With Europe still lagging behind the US, transparency is key here.
• Sky Media: Brands shouldn’t miss their chance to connect with women’s sport fandom
  Women’s sport should be seen as firmly part of the mainstream now, and brands should be aware of the opportunity to connect with fans around player stories, writes Sky Media’s Karin Seymour.
• Better content metadata could boost value of CTV ad inventory, Gracenote report finds
  Gracenote’s new Contextual Advertising Report found using enriched programme information in bidstreams has positive outcomes for buyers and sellers.
• How going direct to consumer builds loyalty and engagement
  A direct-to-consumer model can help news organisations win in a fragmented environment by incentivising them to foster deeper connections with an audience that is opting in to their product.
• TV companies could be world’s biggest creators if they fully embraced YouTube
  With research finding that 10% of active channels on YouTube generated 94% of total views in May, Evan Shapiro paints a picture of future audiences ignored by TV companies in a new report.