12/06/2026
82% of 16-34s watched I'm a Celebrity…Unpacked in 2024. That made it ITV's highest-rated entertainment show of the year, and the most-watched programme among young viewers.
The format wasn't conventional TV. Fan voice notes, social posts, and WhatsApp messages were pulled from across platforms, moderated in real time, and broadcast live on screen.
Viewers polling on the app saw their input shape the show as it aired. We built the audience participation infrastructure that made it work.
Full case study below. 👇
https://eu1.hubs.ly/H0w6Xmc0