Fans, commentators and a former contestant have suggested Love Island UK could learn from its US counterpart after the UK show's latest series drew smaller audiences and less romantic engagement than in previous years. While Love Island USA's eighth series has topped US reality TV charts for five weeks and attracted celebrity endorsements from stars including Lizzo and Megan Thee Stallion, the UK edition has struggled to recapture the buzz of its 2019 peak, prompting BBC Newsbeat to ask what lessons could be drawn from the American version.

The UK's 13th series, won by Julia Majchrzak and Lorenzo Alessi, ended with an average final audience of 1.1 million across all devices, down from 1.3 million the previous year and well below the 6 million who watched an episode in 2019, though ITV says the earlier figure isn't directly comparable. ITV notes more than 60% of viewers now watch via streaming, with the series and its spin-off shows racking up over 180 million ITVX streams. TikTok creator Sarel argued the recent UK series lacked genuine romantic connection between contestants, while ex-Traitors UK winner Aaron Evans, who appeared on Love Island USA, felt the American show benefits from a fresher approach to casting and format.