Emma Willis, one of the new hosts for the upcoming series of 'Strictly Come Dancing,' has confessed that she is not familiar with every celebrity contestant on the 2026 lineup. This admission comes as the BBC's long-running dance competition faces criticism from some viewers for what is perceived as a weaker celebrity cast.
Insiders suggest that 'Strictly' bosses are strategically casting social media personalities and influencers to appeal to a younger demographic, potentially at the expense of individuals with more traditional celebrity profiles or professional dancers lacking large online followings. Willis, who is co-hosting alongside Josh Widdicombe and Johannes Radebe, replacing Tess Daly and Claudia Winkleman, acknowledged the need to cater to a multi-generational audience.
"It's good we're bringing people in. We need to take into consideration there are so many different mediums now and you've got to appeal to multi-generations," Willis told The Sunday Times Style. She added, "If it was all people maybe our generation knew, then kids would be like, 'I don't know who they are.'"
Willis cited last year's runner-up, YouTuber George Clarke, as an example of a contestant she did not initially recognize but who proved to be a standout performer. The current lineup includes figures such as YouTube sports personality John Nellis, dog trainer Graeme Hall, and celebrity hairdresser Chris Appleton, known for his work with stars like Kim Kardashian.
The strategy to incorporate celebrities with significant social media reach appears to mirror tactics used by the U.S. counterpart, 'Dancing With The Stars.' That show has leveraged its contestants' online presence, including initiatives like 'TikTok Night,' which reportedly increased engagement with younger viewers. The 'Dancing With The Stars' TikTok account boasts over 5 million followers, a stark contrast to 'Strictly's' 670,000.
This focus on online popularity has also been observed in the selection of professional dancers. In recent months, several professional dancers, including Nadiya Bychkova and Karen Hauer, have reportedly been let go, with insiders suggesting that those with larger social media followings are being prioritized over others. For instance, Dianne Buswell, who has a substantial following on Instagram and TikTok, has retained her position, while Bychkova, with a smaller Instagram following, was not retained.
Five new professional dancers have been recruited, some with notable TikTok followings, such as ballroom champion Maddie Ingoldsby. The new hosting team also possesses considerable online influence, with Widdicombe and Radebe having substantial Instagram followings, and Willis herself boasting 2 million followers on the platform.
Sources indicate that the changing media landscape makes it more challenging for the BBC to attract the traditional big names that once populated shows like 'Strictly.' The decline in the prevalence of boyband and girlband stars, along with a perceived diminishing impact of casting from long-running soaps or dramas, has led producers to look towards the booming world of social media for talent that resonates with a broad segment of society.