Holly Willoughby's YouTube show Together has secured a sponsorship deal worth £5 million, the Mirror can reveal. The former This Morning host has relaunched her career with her own twice-weekly streaming show, which features interviews, cooking and fashion segments.
The series has attracted around 350,000 views in August across its shows and a growing number of subscribers. Holly's partnership with healthcare brand Voy is understood to last for around 18 months.
Big Money Deal for Holly
A TV source told the Mirror: “Voy paid in the region of £5million to work with Holly on Together. Their contract is with the production company Hungry Bear Media but of course they have bought into Holly and her programme ideas and they think her fans and followers are the kind of people who use their products.
“It’s a big money deal for Holly, although lots of that money is tied into making the shows and she is very keen to stress that Together is something she wants to build as a programme in the years to come, hopefully with Voy continuing to be on board as it grows and grows.”
The deal has helped Holly and her husband Dan, who co-owns production company Hungry Bear, to create a purpose-built studio for Together with a full TV-style crew. Guests so far have included Stanley Tucci, Katherine Ryan, Emma Bunton and Nicole Appleton, with more big names and emotive interviews expected in the coming weeks.
Advertiser Appeal
TV presenter and producer Richard Osman spoke about why Holly's show would be an attractive proposition for advertisers like Voy on his The Rest Is Entertainment podcast earlier this month, saying it gave them greater control than when buying TV ads for similar fees.
Osman, a former TV creative director, explained: “Say Voy want to make a 30 second advert and put it on Channel 4. They can buy four hours worth of airtime. They can stipulate roughly where they want it to be, but they don't get the exact thing of where they want it to be.
“That money goes into TV via about four different middlemen and middlewomen. That money then goes back down to the production company again via lots of different people.
"In this instance, Dan Baldwin and Holly Willoughby can sit across the table from Voy. Voy can say, this is our marketing spend. They can say, this is what we can make for you. Let's make this show together.
“So they're working for advertisers, but they've cut out every single middleman in that process. You own your own value. You own your own IP. So everything she creates belongs to her or belongs to the production company as well.
“So you own everything. You're getting paid directly. We are in a world now where brands are savvy enough that they do not compromise the content with their brand.”
Comeback After Hiatus
The show is Holly's comeback following a hiatus since leaving This Morning in 2023 after 14 years. She left following a sick plot to kidnap her.
After the first few episodes of Together had aired, Holly posted a video on her social media saying: “Thank you all for watching Together, loved hearing the feedback.
“It’s really great hearing what you think and what you like and what you don’t like because that’s equally important as well, so keep it coming.”
One source on the project described Holly and the team as “learning and testing as we go” but stressed this was very much a long term project for Holly which would only get better with time and practice like most TV shows. A spokesperson for Together declined to comment on the sponsorship fee paid by Voy.
