Jul 24, 2019

ITV needs more than ‘Love Island’ to rival Netflix

ITV has found a way to double one of its revenue streams: it will now broadcast its clothing-lite dating show Love Island twice a year. The Love Island format has been sold to 12 other countries, and other ITV Studios productions have generated £130m more revenue this year than last. As more advanced rivals Netflix and Amazon have found, streaming services need content that is original, bears repeat viewing or is timeless. Love Island is arguably none of these - and even ITV's award-winning dramas will have already been available free of charge to 30m viewers via the Hub service. There is clearly a risk ITV will have to wait longer for a profitable outcome - in contrast to Love Island couples running into the arms of the tabloids.

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