ITV faces losing some of its biggest stars to streaming giant Netflix after both Simon Cowell and Holly Willoughby have reportedly signed up for their own shows.

TV presenter Holly, 43, was previously the face of daytime as the host of This Morning, while Simon, 64, was the king of Saturday nights after producing a string of lucrative talent-based shows for the broadcaster.

However, in the last week it has been revealed that both stars have signed to join forces with Netflix, rather than ITV, for their next projects.

They join several other ITV stars who have appeared or are set to appear on Netflix in the near future, including Joel Dommett, Michelle Keegan and Matt and Emma Willis.

Joel, who is the current host of ITV’s The Masked Singer, was reported to have  landed a major role as a host for a new game show on Netflix in December.

ITV faces losing some of its biggest stars to streaming giant Netflix after both Simon Cowell and Holly Willoughby signed up for their own shows (pictured Holly Willoughby Feb 2024)
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ITV faces losing some of its biggest stars to streaming giant Netflix after both Simon Cowell and Holly Willoughby signed up for their own shows (pictured Holly Willoughby Feb 2024)

TV presenter Holly, 43, was previously the face of daytime as the host of This Morning, while Simon, 64, was the king of Saturday nights after producing a string of lucrative talent-based shows for the broadcaster (pictured Simon Cowell February 2024)
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TV presenter Holly, 43, was previously the face of daytime as the host of This Morning, while Simon, 64, was the king of Saturday nights after producing a string of lucrative talent-based shows for the broadcaster (pictured Simon Cowell February 2024)

The signing means the TV presenter, 38, landed a TV treble, as he presents BBC1’s Saturday night show Survivor as well as The Masked Singer.

While the details of the show have not been revealed, Joel apparently started filming the programme in an East London TV studio late last year, according to The Sun.

A TV insider told the publication at the time: ‘Joel is one of the most in-demand presenters right now and this just proves it.

‘It’s rather unprecedented to be the star man across three networks but clearly he’s doing something right. Joel is really excited by the new show.’

Meanwhile, Michelle Keegan, who was aligned with ITV for years as Tina McIntyre on the show’s long-running soap Coronation Street, now also works with Netflix.

Michelle, 36, appeared in the Harlan Coben adaptation of Fool Me Once earlier this year which was binge-watched around the globe.

It has since been reported that she is poised to score a multi-million pound deal from Netflix to help her crack America after the success of the series.

She starred alongside Joanna Lumley in the hit thriller which shot to the top of the Netflix charts worldwide in January.

It has now been reported that following the popularity the streaming platform is keen to secure Michelle for a number of other projects.

The offer could help the former soap star crack America, and also bag a massive paycheck.

The Sun: ‘She’s proved you don’t have to be the stereotypical plum-voiced leading lady to appeal to an international audience.

‘Michelle offers something different, but with all the charm, glamour and sex appeal that makes her one of Britain’s most exciting acting exports. America is seen as a market where they believe she could make the greatest impact.’

The insider added: ‘With so many rival streamers eyeing Michelle up now, it’s a no-brainer for Netflix to sign her. But they’re likely to have to offer her a six-figure sum to keep her for multiple projects.’

Joel, who is the current host of ITV's The Masked Singer, was reported to have landed a major role as a host for a new game show on Netflix in December
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Joel, who is the current host of ITV’s The Masked Singer, was reported to have landed a major role as a host for a new game show on Netflix in December

Meanwhile, Michelle Keegan, who was aligned with ITV for years as Tina McIntyre on the show's long-running soap Coronation Street, now also works with Netflix
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Meanwhile, Michelle Keegan, who was aligned with ITV for years as Tina McIntyre on the show’s long-running soap Coronation Street, now also works with Netflix

It has since been reported that she is poised to score a multi-million pound deal from Netflix to help her crack America after the success of the series
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It has since been reported that she is poised to score a multi-million pound deal from Netflix to help her crack America after the success of the series

Meanwhile, TV presenting couple Emma Willis and her husband Matt, who are ITV favourites, also signed up with Netflix to front the UK version of Love Is Blind.

Emma currently hosts The Voice on ITV after first joining in 2014, she moved with the show once it was bought by ITV in 2017 after previously airing on the BBC.

Her husband Matt, 40, is also a regular face on the channel, after previously co-hosting the I’m A Celeb spin-off with his wife.

He has also played the role of Garth Stubbs in the ITV sitcom Birds Of A Feather.

But they are both taking their talents to Netflix as the faces of the British version of the dating show, where contestants fall in love ‘sight unseen#.

They were named as the hosts of Love Is Blind UK after seeing off some tough competition from other celebrity couples in August last year.

The presenting job is the first time in more than a decade that the couple, who married in 2008 and have three children, have hosted a show together.

The format of the show, which first launched in the U.S. on Netflix, sees couples meet for the first time in two pods without being able to see each other before one pops the question and they are able to meet properly for the first time.

Meanwhile, TV presenting couple Emma Willis and her husband Matt, who are ITV favourites, also signed up with Netflix to front the UK version of Love Is Blind
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Meanwhile, TV presenting couple Emma Willis and her husband Matt, who are ITV favourites, also signed up with Netflix to front the UK version of Love Is Blind

After the announcement, Matt said: ‘I’m so excited to be presenting the UK version of Love Is Blind with Emma. We love the show!

‘It’s been such a dream working together and fascinating to watch the process unfold. Experiencing this new project side by side has been really amazing and I can’t wait for people to come on this journey with us.’

Meanwhile, Emma said: ‘I love to play matchmaker with my friends and love LOVE so I am so excited to be co-hosting the first ever UK version of Love Is Blind.

‘I’m intrigued to see people connect on a purely emotional and mental level right off the bat, without visuals playing a part.

‘Plus – you’re getting double Willis! I’ve loved going to work with Matt and we’re both obsessed with the show, so it seemed like the perfect opportunity!’

Another big name apparently set to sign with Netflix is Simon Cowell, who is said to be in talks with the platform to launch a talent show to find the next One Direction.

The music mogul helped form the band, made up of Harry Styles, Louis Tomlinson, Zayn Malik, Liam Payne and Niall Horan on The X Factor in 2010.

He then signed the group to his record label, Syco Records, and the band soon skyrocketed to global success, becoming one of the best-selling boybands of all time.

Now Simon is said to be looking to find another group that can equal One Direction’s success, with a new talent contest.

According to The Sun, filming for the show is believed to have already begun in the UK in partnership with production company Box To Box films.

Now Simon is said to be looking to find another group that can equal One Direction's success, with a new talent contest (pictured in 2013)
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Now Simon is said to be looking to find another group that can equal One Direction’s success, with a new talent contest (pictured in 2013)

The music mogul, 64, helped form the famous boyband, made up of Harry Styles, Louis Tomlinson, Zayn Malik, Liam Payne and Niall Horan on The X Factor in 2010, where they came third (pictured on show L-R Louis, Zayn, Simon, Niall, Harry and Liam)
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The music mogul, 64, helped form the famous boyband, made up of Harry Styles, Louis Tomlinson, Zayn Malik, Liam Payne and Niall Horan on The X Factor in 2010, where they came third (pictured on show L-R Louis, Zayn, Simon, Niall, Harry and Liam)

He then signed the group to his record label, Syco Records, and the band soon skyrocketed to global success, becoming one of the best-selling boybands of all time (pictured in 2014)
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He then signed the group to his record label, Syco Records, and the band soon skyrocketed to global success, becoming one of the best-selling boybands of all time (pictured in 2014)

Sources have claimed that Simon was in a bidding war after first pitching the show, with Apple and Prime Video also keen to come on board.

However, they say he is now in talks with Netflix and ready to sign a huge deal, and has already joined forced with a PR firm to prepare to announce the show in the coming weeks.

The source told the publication: ‘Simon is preparing to sign a huge deal with Netflix to find the world’s next biggest boy band.

‘He is working with the team behind Drive To Survive on the show and wanted to get it on a streamer because it fits the audience better. Simon knew The X Factor had grown tired so he wanted to do something that looked completely fresh and new.

‘He is renowned for spotting talent and One Direction’s success came off the back of him putting them together. Simon wants to replicate this and find a group who can reach the heights One Direction did.

‘Filming for the show has already started in the UK and he is so excited about what’s to come.’

Simon’s new project comes six years after the final series of The X Factor, which he admitted took a toll on him.

Most recently, Holly sensationally signed to Netflix to host a celebrity jungle-based reality show named Bear Hunt, MailOnline exclusively revealed.

The presenter, who quit ITV’s This Morning last October, will appear on the show alongside star survival expert, Bear Grylls.

Described by television insiders a more challenging version of the BBC’s Survivor, celebrity contestants will be pitted against Grylls. It will be filmed in the South American jungle.

It is Holly’s first show away from terrestrial television.

A show insider told MailOnline: ‘It’s a great and such an exciting fresh series and of course a great challenge for Holly.

Most recently, Holly sensationally signed to Netflix to host a celebrity jungle-based reality show named Bear Hunt, MailOnline exclusively revealed
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Most recently, Holly sensationally signed to Netflix to host a celebrity jungle-based reality show named Bear Hunt, MailOnline exclusively revealed

The presenter, who quit ITV's This Morning last October, will appear on the show alongside star survival expert, Bear Grylls
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The presenter, who quit ITV’s This Morning last October, will appear on the show alongside star survival expert, Bear Grylls

‘It’s a great opportunity for her.’

The show, which is produced by Grylls’ company, will see him pursue celebrity contestants and when he catches them, they will be eliminated.

Holly’s new job comes just days after Cat Deeley replaced her on This Morning, five months after she announced her departure.

She will begin filming the programme later in the year and it is expected to air in 2025.

Netflix bosses are said to be ‘ecstatic’ that they have been able to hire her. One said: ‘Holly was their woman for this project from the word go.

‘They are absolutely delighted to have got her to sign on the line, hopefully there will be many more opportunities to work with her down the line too.’

Holly, 43, will be familiar with the jungle surroundings.

In 2018 she hosted I’m A Celeb alongside Declan Donnelly – the highest rated series ever.