Bristol, Tue 3 Nov 2026. The Celebrity Traitors attracted a significantly larger child audience for its 2026 finale, with viewing among 4–15-year-olds increasing by 35% year on year, according to an analysis of BARB figures by streaming data provider Digital i.
An average audience of 662,000 children aged 4–15 watched the BBC One finale on Friday evening, compared with 491,000 for the 2025 finale – an increase of 171,000 young viewers, underlining the programme's growing appeal among children.
The growth is also reflected in its share of children's television viewing. The 2026 finale commanded an impressive 85.8% share among 4–15-year-olds, up from 78.6% in 2025, i.e. more than eight in ten children watching linear television during the programme's broadcast were watching The Celebrity Traitors.
The programme also strengthened its position among young adults. Its share of viewing among 16–34-year-olds increased from 82.0% to 86.9%, while the share among 35–54-year-olds rose from 71.6% to 77.6%. Among viewers aged 55 and over, the share was down slightly at 51.2%, compared with 52.4% for the 2025 finale.
The earlier scheduling and switch to a Friday may also have assisted a boost in younger viewers. The 2026 finale was broadcast on Friday 30 October, starting at 8pm, compared with the 2025 finale, which aired on Thursday 6 November at 9pm.
Digital i chief analytics officer Matt Ross explains: “The figures suggest that The Celebrity Traitors is succeeding in bringing together audiences across generations. Its particularly strong performance among children is notable at a time when traditional broadcasters face increasing competition from streaming services, YouTube and other online video platforms for younger audiences' attention.”
The programme also maintained its position as one of Britain's biggest television events. The 2026 finale attracted an average total audience of 11.23 million, including children, marginally ahead of the 11.15 million who watched the 2025 finale. And while the average adult audience (16+) was slightly lower at 10.57 million, compared with 10.66 million the previous year, its overall share of viewing nudged up to 62.9% from 62.4% in 2025.
Women (6.15m) continued to make up a larger share of the average 16+ audience than men (4.42 million) for the 2026 finale. But the programme's share among male viewers increased from 57.9% to 59.3%, while its share among women was down slightly at 63.9%, compared with 65.1% in 2025.
Digital i’s Ross again: "What's particularly exciting about these figures is the growth among children. At a time when there is so much discussion about younger generations moving away from traditional television, The Celebrity Traitors is demonstrating that a compelling programme can still bring children and families to the television screen in significant numbers.
"For the BBC, this is an encouraging sign of the potential for big entertainment formats to build audiences across generations. It also says something important about television more widely: while viewing habits are changing, there is still a huge appetite for shared experiences, programmes that get people talking and content that brings different age groups together. The challenge for broadcasters is to keep creating those moments."
About Digital i
Digital i is a global streaming media measurement company that tracks subscriber engagement and content consumption through privacy-compliant, opt-in panels and proprietary data capture technology. Offering deep insights into what, where, when, why, and how viewers watch, Digital i empowers major streamers and studios to understand audiences like never before.
Founded in 2003, the company began as a linear analytics firm and has since expanded to measure streaming audiences in more than 20 countries.
Digital i’s clients include streamers, broadcasters and media brands, who use viewing data analytics to negotiate better deals, compete on a global level, and find their niche in an ever-changing market.
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Neil Beston
Communications
Digital i
