In discussing internet-distributed television, Love Island challenges many established theories. While Mareike Jenner’s notion of “TVIV” and Amanda Lotz’s exploration of non-linear programming focus on slow-burn, high-production value, and serialised releases typical of platforms like Netflix, Love Island defies these frameworks. Unlike Netflix originals, which tend to drop full seasons at once, Love Island broadcasts daily episodes through both cable and streaming (ITVX), encouraging a fast-paced viewing experience.

This daily release format is a continuation of the golden age of television’s qualities, rather than a departure from the slow-burn narrative of prestige TV. Instead of drawing audiences in over multiple seasons, Love Island captivates with immediate, real-time interaction—driven by social media chatter. As the show unfolds live, viewers actively participate in the discourse, generating a constant buzz around couples in the show that boosts engagement far beyond the standard binge-model. The cross-platform presence of Love Island, with its cable broadcasts and simultaneous availability on streaming platforms, challenges the idea that streaming represents the “death” of network TV. Instead, it bridges both worlds, blending elements of traditional broadcast scheduling with the flexibility of video on demand (VOD), enabling both live and binge-watching.

However, its rapid production cycle, with multiple seasons airing in a single year, presents a different kind of challenge: overexposure. The short period between seasons means that individual contestants and storylines often don’t have time to build a lasting cultural impact or fanbase, as seen in documentary Life After Love Island, unlike slower-burn series maintaining relevance for years. Instead, Love Island relies on the constant refreshment of its format with new participants and dynamics, keeping the show relevant through continuous novelty rather than long-term attachment to characters or plot-lines. This differs sharply from shows in today’s post-network era that foster deeper viewer connections over time by evolving complex narratives across multiple seasons.

Simrah Wajahat