A Digital Pivot for Holly Willoughby
Holly Willoughby is moving into the creator space with the launch of Holly Willoughby Together on YouTube. The project, produced by Hungry Bear Media, marks a departure from the traditional broadcast format of her past work on ITV’s This Morning. The first episodes of the new lifestyle series are scheduled for July 28.
Trading Broadcast for Direct Distribution
This transition follows a wider industry trend where high-profile television personalities, such as Piers Morgan, have moved to digital-first video strategies to reach global audiences directly. The production is handled by Hungry Bear Media, the company co-founded by her husband, Dan Baldwin.
Studio Intimacy and Lifestyle Pillars
The production utilizes a purpose-built studio, allowing for a more intimate, conversational tone that distinguishes the project from the high-production-value environments of network morning shows. While specific guest lists have evolved, the platform aims to feature a mix of high-profile figures from the entertainment industry and subject matter experts.
Scaling a 16-Million-Strong Audience
This digital expansion allows Willoughby to maintain a direct connection with her audience, which her representatives estimate reaches approximately 16 million people.
Life After Daytime Television
This venture marks a significant shift for Willoughby, who spent over a decade as a fixture of daytime British television. Following her departure from This Morning, she has diversified her portfolio with projects across different platforms. Her recent work includes presenting the game show You Bet! and collaborating on the Netflix project Bear Hunt with adventurer Bear Grylls.
The Strategic Framework
- Platform Strategy: The series is hosted exclusively on YouTube, focusing on a digital-first approach to lifestyle content.
- Production: The show is produced by Hungry Bear Media, the independent production company led by Dan Baldwin.
- Industry Context: The move aligns with a growing trend of established TV presenters leveraging YouTube to bypass traditional gatekeepers and monetize their own digital audiences.
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