Jul 9, 2025 - Business
Where "Love Island" is making the biggest splash
Add Axios as your preferred source to
see more of our stories on Google.
Searches for "Love Island USA" on Roku have tripled since last year — and coastal cities like LA, New York, and Honolulu outnumber others in the Top Ten.
Why it matters: America's fascination with the Peacock reality series is undeniable after its breakout sixth season.
By the numbers: Average daily Roku searches in the U.S. for this season have increased by 81% from Week 1 to Week 5 of the show.
- 39% of this season's audience are new viewers of the "Love Island" franchise, per NBC Universal.
The metro areas with the highest concentration of "Love Island USA" searches on Roku are:
- San Diego
- Honolulu
- Fresno, California
- New York
- Los Angeles
- Bakersfield, California
- Austin, Texas
- Miami
- Sacramento, California
- Santa Barbara, California
My thought bubble: A show that takes place on a tropical island appealing to viewers that live near a beach makes perfect sense to me.
What's next: This season's finale airs at 9pm ET Sunday.
