From Twitch to the Jungle

He’s known for crashing out at his computer and chaotic streaming clips, and thanks to millions of social media fans, Angry Ginge has just won I’m a Celebrity.

The creator who built a massive online following has dominated one of Britain’s biggest primetime shows. But he didn’t just win, he transformed the audience.

The final became the highest-rating live show for 16-34s this year, commanding a huge 74% share of that audience. Suddenly, bringing influencers to mainstream television isn’t a trend, it’s a strategy.

Risk vs Reality

Influencers are seen as the new wave of celebrities, and with their loyal fans and high engagement rates, they’re TV-gold for producers. However, the transition isn’t always as smooth as expected.

Niko Omilana, known for this content on YouTube, joined the cast of Celebrity Traitors in 2025. Despite his online popularity, Niko was banished early as his fellow contestants assumed that someone known for mischievous, prank-driven content must automatically be a Traitor.

Nella Rose, who appeared on I’m A Celebrity in 2023, faced major public backlash despite being tipped as a fan-favourite, with her clashes with Nigel Farage and Fred Sirieix sparking 861 Ofcom complaints.

Influencers face far more daily scrutiny than traditional celebrities, whose lives often slip under the radar between TV appearances. With cancel-culture in full force, it’s vital they keep social responsibility front and centre. While they’re bringing Gen Z to mainstream TV, they’re also introducing an older generation to their content, creating either intergenerational fame or friction.

Socially Savvy Strictly

For many fans of digital creators, seeing someone they follow online on national television creates connection and curiosity. But what about the fans who aren’t already engaging with mainstream media?

With reality shows like “Strictly Come Dancing” injecting fresh personalities such as George Clarke into their line-up, TV is becoming more social media savvy in an effort to meet younger audiences where they already are.

These shows are also dialling up their own social presence to foster that connection. With a combined TikTok and Instagram following of 1.9M, Strictly Come Dancing, traditionally beloved by an older generation, is planting itself firmly inside Gen Z’s feed.

This strategy keeps younger viewers aware and engaged, despite their famously short attention spans, ensuring the show stays top-of-mind for scrollers even if they’re not tuning in for the full hour-long episodes.

Refreshing the Ratings

The success of influencer casting suggests this might not be a dying trend, but a new model for the entertainment industry. As networks tap into creators’ loyal followings, more influencers are expanding into reality TV, radio and beyond, like Chloe Burrows joining Kiss as a breakfast presenter.

For viewers, particularly younger ones, this could mean primetime TV that feels more relevant, immediate and aligned with digital culture. For the industry, it’s a golden ticket to futureproof its audience.

If you’d like to learn more about our data-driven insights or discuss how we can support your next influencer campaign, drop us a line.

Sources:

https://www.thescottishsun.co.uk/tv/15654284/prime-time-tv-saved-tiktokers-influencers

https://www.thesun.co.uk/tv/37447932/angry-ginge-six-figure-deal-im-a-celebrity

https://www.bbc.co.uk/news/entertainment-arts-67621807

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