Love Island USA’s bikini-starved reality TV audience tuned into the return of summer’s hottest reality dating show on June 2.
Ahead of the season premiere, the program released a statement on Instagram that was for the viewing audience, reflecting an emerging communications approach across reality television.
As audiences discuss reality television across social platforms, franchises communicate directly with viewers throughout a season’s lifecycle, positioning audiences as an influential force before, during and after a season airs.
Since its U.S. debut in 2019, Love Island USA continues to captivate audiences and brands alike, amassing more than 6 million followers across Instagram and TikTok. Last season the viral sensation ranked as Peacock’s biggest-ever reality series. According to Forbes, it generated 18.4 billion minutes viewed and viewership increased 150% year over year, making it the most-watched original streaming series of the year across platforms.
Audiences were already talking about the show before the premiere—and not just to discuss another year in which the perfectly designed pools go to waste. Days before half-off wine watch parties and fans searching for the next #Nicolandria lovematch, Love Island USA released a statement across social platforms, saying viewers “should keep it kind” and remember that contestants are “real people.”
The statement followed a seventh season marked by contestant controversies, resurfaced social media posts and online harassment, prompting the show to address cyberbullying both on-air and across its social channels. It was proactively released before the season eight premiere and before any major public controversy involving the new cast. Days later, contestant Vasana Montgomery was removed after videos surfaced showing her using a racial slur, the second consecutive year the franchise navigated a contestant controversy tied to resurfaced past social media content.
Love Island USA’s season eight statement addressed audiences before the season premiered, a less common communications approach in reality TV. More often, franchises communicate with audiences during and after a season airs.
Another summer reality competition staple, Big Brother, returns for its 28th season in July. During Big Brother 24, viewers discussed contestant Taylor Hale’s treatment inside the house across social media. Host Julie Chen Moonves addressed audience discourse while the season was still airing.
After Love Is Blind season four, producers publicly responded to online conversations and allegations from former contestants regarding participant welfare, emphasizing the support protocols for cast members.
Whether before, during or after a season, reality television franchises face a similar communications challenge. Shows operate in an ecosystem where audience behavior and contestant well-being are discussed online among digital communities at all times.
As a result, communication strategies have adapted to occur throughout a season’s lifecycle. Before a season begins, franchises may establish expectations for audience behavior. During a season, hosts, producers and official social accounts may address challenges as they unfold. After a season concludes, networks and production companies may respond to audience concerns, contestant allegations, or broader discussions about participant welfare.
This approach comes as audiences devote more of their viewing time to streaming platforms in addition to scrolling. In May 2025, streaming accounted for 44.8% of total television viewing in the United States, surpassing the combined share of broadcast and cable television for the first time, according to media measurement company Nielsen.
After subscribing to a streaming platform, audiences jump to social media to connect with fellow viewers and share reactions to the latest developments. For many fans, part of the viewing experience is anticipating a season’s first viral moment.
For businesses, audience participation is part of the entertainment product itself. Fan-created videos and online discussions help keep shows relevant and top of mind between episodes. As a result of the ever-increasing fan involvement, franchises have adapted their communication strategies accordingly.
Reality television communication strategies evolve alongside audience participation on social media. Audiences hold influence over how reality television is marketed, experienced and discussed, prompting franchises to communicate with viewers before, during and after a season airs.
