Three months ago, ITV bosses were celebrating the signing of Ant McPartlin and Declan Donnelly to another lucrative contract, reportedly worth around £30 million, marking their continued dominance in British television. However, what was initially seen as a major triumph is now being overshadowed by signs that the once-iconic duo may not be as untouchable as they once seemed.
Once the faces of Britain’s Got Talent, I’m A Celebrity… Get Me Out Of Here!, and Saturday Night Takeaway, Ant & Dec have long been viewed as the golden boys of British TV. But recent developments suggest their star power may not be as solid as it once was.
The Reality Behind Their Struggling Podcast
Both Ant and Dec have attempted to diversify their brand by entering the podcasting and YouTube realms. However, their new venture, the “Hanging Out with Ant & Dec” podcast, has failed to make a significant impact. Despite having a full production team behind them, the podcast has received a lukewarm reception, with episodes garnering only modest viewership numbers compared to the high expectations surrounding the project.
Some of their episodes have managed to pull in around 50,000 views on YouTube, but others have been far less successful, with clips drawing in as few as 12,000 views. This pales in comparison to other digital content creators, many of whom manage to attract millions of views for far less expensive productions.
Declining TV Ratings: A Growing Concern
The pair’s struggle to capture the same magic in the digital space as they have on television is made even more concerning by their plummeting TV ratings. Saturday Night Takeaway, once a massive hit, has seen a significant drop in viewership, from 7.3 million to just 4 million. Similarly, Britain’s Got Talent also experienced record-low ratings, with only 3 million viewers tuning into its recent launch—down from the 10 million it once regularly attracted.
While the drop in TV viewership could be attributed to a variety of factors, including shifting audience preferences and the saturation of reality TV, industry insiders believe the decline in ratings signals something deeper—Ant & Dec’s appeal may be fading, even with their loyal fanbase.
The Podcast Controversy and Reputation Struggles
The podcast also began with controversy when an ill-conceived promotional image depicted Ant & Dec hanging from a washing line, which was considered insensitive given the name “Hanging Out with Ant & Dec.” This misstep, followed by the podcast’s underwhelming performance, has led many to believe that Ant & Dec’s charm, long seen as their ticket to success, is no longer enough to maintain their place at the top of the entertainment world.
To make matters worse, the duo’s carefully crafted public image has been called into question. Known for their professional and polished personas, Ant & Dec have faced personal struggles that were previously kept behind closed doors. Ant’s battle with addiction, his rehab stints, and the highly publicized drink-driving conviction in 2018 have all tested the limits of their carefully managed image.
Some insiders point out that Ant & Dec have been “protected” in ways that few other stars could expect. The media’s treatment of Ant during his most difficult times, including his crash into a car carrying a young child, has been notably more sympathetic than that of many other celebrities facing similar controversies.
The Changing Landscape of Television and Social Media
One of the biggest hurdles facing Ant & Dec is the evolving media landscape. As the TV industry faces challenges, with streaming platforms gaining traction and traditional television viewership declining, the duo’s transition to the digital space has not been as smooth as anticipated. Their attempt to attract a younger audience through podcasts and YouTube seems to be failing to resonate with the next generation of viewers.
While some former TV personalities, like Gary Lineker, have made the jump to successful digital content, Ant & Dec’s brand of family-friendly entertainment and scripted television comedy is having difficulty translating to online platforms, where content tends to be more raw and authentic.
As one insider put it: “The dynamic between Sophie and I, she’s the boss and I’m the intern.”
Uncertain Future Ahead
With Ant & Dec’s decline in popularity, there are growing questions about their future in the industry. Despite being stalwarts of British television for over two decades, they were shockingly left out of the BAFTA nominations for Best Entertainment Performance—a category they’ve dominated in previous years. Similarly, their 23-year winning streak at the National Television Awards for Best TV Presenter came to an end in 2025, with Gary Lineker emerging as the winner instead.
The upcoming I’m A Celebrity pre-recorded special may offer a glimpse into whether the duo can still command the same level of attention they once did, but with their digital content and TV ratings faltering, the future looks uncertain.
A Wake-Up Call for ITV
Ant & Dec’s challenges mark a significant wake-up call not only for the duo themselves but also for ITV, which has relied on them as the cornerstones of its entertainment programming for years. As television evolves and the digital age becomes more dominant, it’s unclear whether the pair can continue to be the titans of TV they once were.
The next few years will be crucial in determining whether Ant & Dec can reinvent themselves or whether their time at the top of British entertainment is coming to an end. Fans and industry insiders alike are waiting to see if the duo can adapt to the changing tides or if their brand will eventually fade into the background.
