‘The Traitors U.K.’ Sees TV and Licensing Growth

All3media and licensing agency, Metrostar, have announced huge growth in the broadcast platform and licensing program for “The Traitors U.K.,” the standout TV brand. 

Season 1 aired in December 2022 and won the slot for BBC One across all demographics. The show also ranked among BBC One’s top 10 programs for adults 16-34 in 2022. 

The first episode of Season 2 saw an average audience of 6.4 million. With Episodes 2 and 3 both at 6.1 million, “The Traitors U.K.” cemented its place as the biggest entertainment show on-demand/VOD across all broadcasters and streamers in at least the last two years.  

Season 2 averaged a 31.1% audience share, outperforming the average for the slot by 60%. This success has driven broadcast growth in the U.K. and around the world. The BBC has commissioned an after-show, “The Traitors Uncloaked,” and internationally, there are over 25 adaptations of “The Traitors.” 

“The Traitors U.K.” licensing campaign has many best-in-class partners. On board so far are Vivid Goliath, Aykroyds/TDP, Immersive Everywhere, Danilo, Bioworld, Kimm & Miller, Not Just Clothing, Oddballs and Roy Lowe. 

“As a company this is All3Media’s third Brand Licensing Europe,” says Jason Easy, vice president, licensing, All3Media. “The past two years have been instrumental in giving us the platform to build out our partnerships. I look forward to exploring many new conversations this year.” 

“BLE is hugely important to the growth of this program,” says Claire Potter, marketing director, Metrostar. “We had a great response in 2023, which led to us signing several new partners and opening lots of conversations that are continuing. Given the incredible profile this series now has, we have every expectation that BLE24 will be even better. This is such a hot property for families, adults and Gen Z.”  

Metrostar represents “The Traitors U.K.” for giftware, dress-up up and apparel. All3Media International manages all other categories and territories directly. 

“The Traitors” is produced in the U.K. by Studio Lambert in consultation with format creators, IDTV.