Social media personality John Nellis has been revealed as the 14th and final celebrity contestant to join the upcoming season of Strictly Come Dancing. The announcement was made Tuesday via the show's official social media channels.
Nellis, a football content creator, commands a significant online presence with over 20 million followers across various platforms. His videos, which have garnered billions of views, have featured prominent athletes such as Lionel Messi, Kylian Mbappé, and Cristiano Ronaldo. He recently collaborated with Erling Haaland, producing content that exceeded 60 million views.
Originally from Newcastle in County Down, Nellis left his career as an air traffic controller to focus on content creation. He was recognized as Sport Creator of the Year at the 2024 TikTok Awards UK & Ireland.
"I'm still in disbelief that I've been selected for Strictly and, if I'm honest, I'm a little nervous as I've never danced before! It's such an incredible opportunity, and I'm going to throw myself into every moment," Nellis stated. "I can't wait to meet everyone, learn a new skill and, hopefully, be much better at family parties by the end of it!"
Nellis joins a lineup that includes Lacey Turner, Dani Dyer, Delta Goodrem, Chris Appleton, Cach Mercer, Will Best, Dame Sarah Storey, Jaime Winstone, Bethany Antonia, Shaun Wright-Phillips, Graeme Hall, Lawrence Robb, and Tabby Stoecker for the 2026 series.
The inclusion of Nellis and other social media-focused personalities has drawn criticism from some fans who perceive the lineup as lacking well-known television or film figures. Insiders suggest this casting strategy is a deliberate move by the broadcaster to attract a younger audience, mirroring the successful approach of its U.S. counterpart, Dancing With The Stars.
"Although your traditional Strictly audience might not know who some of the signings are, that's not as important as bringing in new viewers who are more than familiar with them," a source told The Sun. "Their followers are vast in numbers, enthusiastic and, by sharing content on Strictly, raise the profile of the show massively."
The BBC is reportedly adapting to changes in celebrity availability, noting a decline in the prevalence of boyband and girlband members, as well as a diminished impact of casting from soap operas or major dramas. The strategy aims to leverage the vast reach of social media stars from platforms like TikTok, YouTube, and Instagram to boost viewership and engagement.
Dancing With The Stars has previously implemented similar tactics, including a "TikTok Night," which reportedly increased interaction from younger demographics. The show's TikTok account has amassed over 5 million followers, significantly more than Strictly's 670,000.
"Now, though, social media is continuing to boom and big stars from the world of TikTok, YouTube and Instagram are known to a vast section of society," the insider added.