Love Island is back with a twist: the All Stars edition features only returning contestants, including familiar faces like Kaz Kamwi, Liberty Poole, and her ex Jake Cornish. The show aims to lure back viewers who have drifted away since the peak years of 2017-2019, when launch episodes drew over 3 million viewers compared to 2.4 million in 2022.
Culture journalist Lauren O'Neill believes the format could re-engage "fatigued" fans, drawing parallels to the success of All Stars in shows like RuPaul's Drag Race. She notes that the focus on established personalities rather than the format itself might attract former viewers.
Contestants are reportedly receiving higher fees than first-timers, and the social media ban has been lifted, allowing friends and family to post on their accounts. This could amplify off-screen drama and maintain the islanders' online presence during the show.
Former islander Indiyah Polack, hosting the official podcast, suggests that prior familiarity among contestants will reduce the need for icebreakers. Executive producer Mike Spencer hints that past flings between contestants will be revealed, adding a new layer of drama.
Georgia Harrison, a contestant, predicts "TV gold" due to built-up off-camera tensions over the years. Jessie Wynter, who has appeared on both Australian and UK versions, warns that fame changes participants, so viewers can expect a "completely different version" of the islanders compared to their first appearances.
Whether the gamble pays off will be determined by viewing figures, but ITV is banking on the All Stars format to reverse the show's ratings decline.
