The Great British Bake Off has surpassed Strictly Come Dancing in viewership for the first time since Channel 4 took over the baking competition from the BBC in 2017. The latest series of Bake Off, featuring Nigella Lawson as a new judge alongside Paul Hollywood, attracted more than 7.1 million viewers for its premiere episode, according to data from the Broadcasters’ Audience Research Board (Barb). In comparison, the first live show of Strictly Come Dancing drew 6.2 million viewers, marking a drop of nearly 1.5 million from its opening episode last year.
Lawson, 66, replaced Dame Prue Leith as a judge and has been credited with revitalizing interest in the popular baking show. Channel 4 executives reportedly signed her for a second series, with an estimated deal worth £500,000. Industry insiders described her arrival as a decisive factor in boosting the show’s ratings, highlighting both her appeal on set and the positive public reaction following the broadcast of the new episodes.
Dame Prue Leith, who stepped down from her role this year, expressed her support for Lawson’s debut, calling it “terrific.” Meanwhile, Paul Hollywood praised Lawson’s presence, noting she brought a fresh dynamic to the show. He remarked that she has drawn in new viewers, including his male acquaintances who, he said, will be tuning in for the first time in 16 years.
In a recent interview, Lawson discussed adjusting to her role as a judge, particularly the challenge of tasting multiple bakes. She revealed that Hollywood advised her to take smaller mouthfuls during judging, but she defended her approach, stating she prefers to taste the entries fully to assess them properly.
The popularity of Bake Off under Lawson’s tenure has also led to increased interest in participating in future series, with applications reportedly surging.
In a strategic move to expand its reach to younger audiences, Channel 4 has entered a new partnership with Disney+, enabling the streaming platform to broadcast its main channel live. This alliance will make key series such as Bake Off and Gogglebox available to Disney+ subscribers in real time. Additionally, the deal grants on-demand access to selected new Channel 4 programs, including the comedy Stepping Up featuring Denise Welch and the reality show Celebrity SAS: Who Dares Wins. Disney+ users will also gain access to extensive content from Channel 4’s archives, encompassing shows like Big Mood, Tip Toe, and 24 Hours in A&E. Channel 4 aims to leverage this partnership to counter a recent decline in younger viewers across its platforms.