Holly Willoughby's new YouTube series has generated an estimated £2,500 in ad revenue to date, according to analysis by WhichBingo. The former This Morning star launched the lifestyle show, named Together, after leaving ITV, with production handled by her husband Dan Baldwin's company, Hungry Bear Media.
New venture and sponsorship
Filmed in a specially designed kitchen, the show features long-form digital content and marks a strategic shift away from traditional linear television. Industry insiders view the self-owned platform as an attempt to adapt to changing audience habits and re-establish her profile with network executives.
The series is sponsored by weight-loss jab provider Voy and releases two episodes weekly, featuring cooking and unscripted chat. The debut episode starred Hollywood actor Stanley Tucci, with future guest appearances including Emma Bunton and Katherine Ryan.
Revenue estimates and criticism
With August only halfway through, the current pace puts Holly on track for around £5,000 a month, or an annualised run rate of £60,000 a year, according to WhichBingo. This figure does not include sponsorship revenue, which is likely to be significantly higher given the Voy partnership.
"YouTube ad revenue is just one part of the picture for creators like Holly, sponsorships and other deals typically make up a much larger share of total earnings," said Dominic Celica of WhichBingo, who compiled the analysis.
Fan backlash and moderation claims
Despite the apparent financial success, Holly was initially inundated with criticism from fans. Viewers were not impressed with the slick production quality and "fake" sets, and took to YouTube's comments section to complain. Within hours, allegations emerged that negative feedback was being removed by moderators.
One commenter posted: "Lots of comments have gone missing and it just seems to be left with praise now. It's a full TV production for YouTube and oddly enough for a TV presenter this doesn't come across as natural and seems forced, and none of it comes across as her idea."
Someone else sarcastically posted: "I hope you comment moderators are being paid well to lurk on here 24/7!" A third echoed: "Although my comments will likely never be read (or perhaps even deleted) there are several easy steps to make this format a winner instead of a glazed turkey!"
