Why are we all so addicted to Love Island, even though we say we won't watch it?
Love Island is back for its 10th season, which means we've watched hundreds of episodes since its conception back in 2015. From Malin grilling Terry in season two to series eight's infamous tit-licking scandal between Andrew, Tasha and Coco, the show has had some iconic moments over the years. But, considering it's been on our screens for SO. LONG, there have been moments when I thought I'd be over it, only for it to drag me back in with every chaotic episode. So, why do we all keep watching Love Island?
Every season without fail, viewers take to Twitter to vow that they’re done with the show and won’t be watching again. Yet we all turn on our TVs every night at 9pm to get another helping of the drama from the villa. Is it the feeling of escaping our daily lives for some summer loving, or is it just because everyone else is watching? We asked some the experts why we’re still tuning in to Love Island after all these years.
Nikki Onafuye, pop culture journalist and long-term Love Island fan thinks it's because, whether you like it or not, the show is as ingrained in us as a nice cup of tea. "It has become a part of British culture now. If you're not in at 9pm watching Love Island, what are you doing? I think also people have a lot of loyalty to the show because it has birthed love stories for the ages, like Dom and Jess from series three or Alex and Olivia from series two.”
Also, it's got that relatability factor - it can sometimes be nice to know the wild west of 21st century dating is something we all have to go through - no matter how idealistically good-looking we are. "It's a show that has seen people through their ups and downs. Many can relate to being ghosted, maybe not being pulled for a chat or knowing that your other half is going to crack on with another person. In terms of those situations, Love Island is still relatable.”
Ed Hopkins, a PR and influencer expert, agrees. “Some viewers may have developed a habit of watching Love Island and find comfort in tuning in,” he shared. “It also offers an escape from everyday life. Viewers enjoy the entertainment value, the drama, and the suspense that comes with the show's format. It can be a bit of a guilty pleasure or a way to unwind and relax.”
And, of course, we all get a little bit of FOMO (that’s fear of missing out, for the uninitiated) when everyone’s talking about Love Island and we’ve missed a few episodes. “Viewers want to stay updated on the latest happenings, memorable characters, and plot twists to avoid feeling left out of conversations or missing out on cultural references,” adds Ed. Basically, we want to know who’s cracking on with who and discuss it with our pals!
But, with viewers complaining every season about the show, what more needs to be done to keep people watching? “Add more representation and inclusivity in terms of gender, sexuality and culture. And to switch up the challenges and the format a bit more,” says Nikki.
“But, I like that it does bring people together in terms of watching the show and everyone grouping on Twitter to tweet along. So, the show brings a sense of community,” she adds.
Despite all the criticism, complaints and mugging off, we know exactly where we’ll all be at 9pm.
Love Island continues nightly at 9pm on ITV2.
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