ITV is in advanced discussions to relaunch the long-running talent competition The X Factor, aiming to rejuvenate the network’s entertainment lineup and improve flagging viewership numbers. The iconic show, which originally aired from 2004 to 2018 and produced internationally renowned acts such as One Direction, Little Mix, and Leona Lewis, could return with a modernized format tailored to younger audiences.
Executives at ITV and production company Talkback Thames, part of Fremantle, are reportedly keen to revive the program with a fresh panel of younger judges to better engage the social media generation. Simon Cowell, the show’s creator and former head judge, is expected to be involved in some capacity behind the scenes. The plans follow a series of recent ITV entertainment ventures, including The Neighbourhood and The Fortune Hotel, that failed to meet expectations, as well as the underwhelming performance of The Voice, which recently returned with just 1.9 million viewers.
Katie Rawcliffe, ITV’s Director of Entertainment, Reality & Daytime, is understood to be driving efforts to bolster the broadcaster’s weekend evening schedule, which has struggled to attract strong ratings. A source familiar with internal discussions described the potential return of The X Factor as a strategic move to fill a significant gap in ITV’s programming with a proven hit. The source emphasized the opportunity to refresh the show’s appeal by introducing new judges while maintaining Cowell’s influence behind the scenes, positioning the reboot to better resonate with today’s digitally connected audiences.
The original series was a major commercial success, with its peak in 2009 seeing estimated revenues of £100 million. Advertising slots during finales commanded premium rates of up to £300,000 for 30 seconds, supplemented by lucrative sponsorship deals such as a £20 million contract with TalkTalk. Judges on the original show included Sharon Osbourne, Louis Walsh, and Cowell himself, while later spin-offs featured Nicole Scherzinger and Dermot O’Leary as host.
Ownership of The X Factor rights lies with Cowell and Fremantle, who are also involved in a forthcoming Sky documentary examining the show’s cultural impact. Cowell has publicly acknowledged ongoing conversations about the show’s future, reflecting on television’s continuing role in launching music careers despite the rise of online platforms.
At the Edinburgh TV Festival, ITV’s Managing Director of Media and Entertainment Kevin Lygo highlighted the broadcaster’s commitment to taking risks on new content while balancing the challenge of launching successful original shows. He noted the increasing trend of reviving established formats as part of broader programming strategies.
Neither ITV nor Fremantle has issued an official statement on the potential reboot.