More than a show: Insula Iubirii dominates ratings and social feeds

Insula Iubirii has evolved beyond TV entertainment into a cultural phenomenon, blending voyeurism, emotional tension, and social commentary. Its ability to generate viral moments, record-breaking ratings (compared to other editions), and heated online debates makes it not just a show, but a national talking point in Romania.

Here are some fresh insights from the end of Season 9 – spanning TV ratings to social media performance – powered by the expertise of our data analytics team.

TV Performance & Ratings

Season 9 (2025) proved to be the strongest to date, setting new benchmarks:

• a 17% national share and a remarkable 36.3% among young viewers (14–30), meaning more than one in three young Romanians watching TV tuned in;
• nationally, viewers who watched at least one minute of the program spent on average more than an hour with each episode, with the highest engagement recorded during the finale (almost 2 hours);
• this marks steady growth across editions, with Season 9 outperforming every previous season. (Source: Kantar Media Romania, Copyright: ARMADATA SRL).

Digital & Social Media Impact

The digital footprint of the show grew just as impressively. The show’s social media surged in 3 months: Instagram +50% followers, Facebook up 100K+, YouTube nearly 70K subscribers, millions of likes, reactions, and views.
Contestants’ combined Instagram (IG) following more than doubled during the season, rising from 690k to over 1.4M. On TikTok (TT) the leap was similar: from 749k to 1.5M followers.

A few names stood out:

• Ella Vișan emerged as the breakout star, skyrocketing from under 3,000 Instagram followers in July to over 100,000 by September. Her posts from the show generated tens of thousands of likes and hundreds of comments (her top post on 27 Aug had 40k likes & 275 comments);
• Francesca Sarao saw a dramatic spike in the finale (50k→67k IG followers in 2 days, total 387k likes, more than Ella, but fewer comments), while Maria Avram, Bianca Sandu, and Andrei Lemnaru each added tens of thousands of new fans;
• Teo Cosmin and Naba Salem surpassed 200k followers each, proving that visibility on the show translates directly into digital reach. George “Jaguarul” doubled his IG following (29k → 65k) with most-liked post hit 33.7k likes (Untold Festival, Aug 13)

Not all contestants are created equal, and the data proves it.

The biggest digital gains came from couples, followed by the already well-known “supreme tempters.” On average, couples added +44k Instagram and +33k TikTok followers, while tempters – especially the female ones – also showed steady growth thanks to their stronger presence and activity on social media.

Timing mattered too. Contestants introduced later (in July) grew more than twice as fast as those introduced earlier (in June), showing how exposure and narrative timing shape audience engagement.

Platform dynamics split the cast. For 19 contestants, Instagram drove the largest gains, while 13 gained more on TikTok – a clear reminder that growth patterns differ by platform and content style.

Some contestants started from almost zero and scaled into tens of thousands of followers in weeks – Francesca Sarao and Andrei Lemnaru among the most notable. Others, like Octavian Grigorescu or Naba Salem, already had large audiences but saw modest growth.
Follower counts peaked on August 18, surging across platforms: Ella +17K on Instagram, Andrei +22K on TikTok, and Teo +14K on TikTok.
The biggest post-premiere winner? Cristina Scarlevschi, with +31k new followers.

For brands, the insight is clear: influence isn’t just about who you are at the start – it’s about timing, narrative, and moments that spark collective attention. Entertainment formats like Insula Iubirii don’t just deliver TV audiences; they manufacture digital influencers in real time.

Cultural Impact

Season 9 reinforced Insula Iubirii as a cross-platform phenomenon:

• viral quotes and clips circulated widely on TikTok and Instagram;
• contestants turned into recognizable personalities with real influence beyond the TV screen;
• engagement extended well beyond broadcast, with thousands of comments and likes accompanying each new wave of drama.

Final Takeaway

Insula Iubirii is no longer just a reality show. It’s a ratings leader and a social media engine, amplifying its cultural footprint across Romania.

With advanced data intelligence tools, we can see exactly how entertainment brands like this fuel national conversations, build digital communities, and bridge the gap between traditional TV and the always-on, digital-first audience.
Reach out, explore the full insights and see the numbers behind the buzz.

Photo @Antena 1