Telecinco audiences have been in free fall for four years and their recovery has come with an unexpected format: blind weddings

He success of ‘Married at First Sight’ on Telecinco and the more than 410 million dollars generated by ‘Love Is Blind’ on Netflix show that realities Romantic and friendly blind weddings are no longer entertainment to watch on the sly and feel guilty. Now they generate very profitable franchises and, in the case of Mediaset, a welcome boost of oxygen to their disastrous audiences.

Getting married without knowing each other: the origins. Well, the origins are the traditional weddings of convenience, but let’s talk about TV. In 2013, the Danish public channel DR3 broadcast the first episode of ‘Gift ved første blik’, where a panel of experts in psychology and compatibility paired strangers who would meet for the first time at the altar, getting legally married before starting to live together. The success in his country was immediate and generated the ‘Married at First Sight’ franchise, which has had 35 different versions before reaching Spain, where it was already seen in 2015 on Antena 3. In 2026 it reached a new version on Telecinco.

The hearings. The result in terms of audience has been very stimulating for the Mediaset channel, after months of trying with launches and schedule changes that have not quite worked out. The premiere recorded a 13.9% audience share and nearly 947,000 viewers, leading its time slot, with a devastating 22.2% in the age group of 25 to 44 years. The following weeks consolidated and even improved those numbers, reaching 14.2%. 44% of viewers who saw the premiere repeated in the second broadcast, which indicates a level of loyalty that Telecinco needs like breathing. For this reason, it has already announced the renewal for a second season.

We already know the context: Telecinco is going through a very serious audience crisisclosed 2025 with a 9.4% average annual share (the worst result in its history), which may end up impacting its advertising revenue. That is why in 2026 Mediaset is adopting a conservative policy, returning to its realities classics and experimenting just enough with programs like this one, new but with proven formulas.

Blind dates. Meanwhile, Netflix finds success with a very similar format: ‘Love Is Blind’, which the platform premiered in 2020. In it there were no experts who matched the contestants, but rather a group of single men and another group of single women who got to know each other on dates without seeing each other physically, until couples were formed and we saw them becoming intimate in coexistence. Thirty million households watched it in the first four weeks of broadcast. The franchise has already spread to eleven countries, from Brazil to Japan.

The figures for ‘Love Is Blind’. The data analysis company Parrot Analytics has estimated that he reality has generated more than $410 million in global subscriber revenue since its premiere. The secret of these stratospheric figures (and other realities platform romances like ‘Jugando con fuego’) is in its structure: fixed format, rotating casting with each season. It’s like a fictional franchise, but at a much faster pace, because each season is produced before the previous one ends.

The cost of between 100,000 and 500,000 dollars per episode makes these programs much more attractive to platforms than fiction. When Netflix saw what it had on its hands (‘Love Is Blind’ remained among Netflix’s ten most viewed titles in the United States for 86 days in 2022) it did not put all its eggs in the same basket: it diversified the bet into different countries, each with its regional peculiarities, which multiplies income without doing so proportionally to the cost because, for example, the advertising is done. Furthermore, unlike the binge watching Common on Netflix, episodes are released weekly, which keeps the conversation going on networks.

A historic format. They are not the first programs of this type: ‘Blind Date’, on ABC in 1949, when there were hardly any televisions in American homes, and ‘The Dating Game’ in the sixties They exploited similar starting points. What ‘Married at First Sight’ brought was the panel of experts that gave a pseudoscientific excuse to the fooling around between strangers and the inevitable marital quarrels. But what makes them a financial triumph is the economics of their production, which has turned Netflix’s proposal into one of the most profitable ideas in the history of the platform.

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