Holly Willoughby, once the golden girl of British television, has hit a rough patch in her illustrious career. The 44-year-old presenter, celebrated for her long tenure on ITV’s This Morning and Dancing on Ice, is facing a crushing blow as her latest venture, Netflix’s Celebrity Bear Hunt, teeters on the brink of cancellation after just one season. Launched in February 2025, the jungle adventure show, co-hosted with survival expert Bear Grylls, was initially hailed as a bold step into global streaming for Willoughby. However, plummeting ratings, a hefty production budget, and scathing viewer criticism—epitomized by social media posts on X labeling her a “snake”—have put the show’s future in jeopardy. This setback comes at a pivotal moment for Willoughby, who recently took on the hosting role for ITV’s For The Love of Dogs, raising questions about her next move. What went wrong with Celebrity Bear Hunt, and why are fans turning against her? Let’s dive into the turmoil surrounding Willoughby’s latest chapter.

Celebrity Bear Hunt was pitched as a high-octane reality series, set in the lush Costa Rican jungle, where 12 celebrities faced grueling survival challenges under the watchful eye of Bear Grylls. The star-studded cast included Spice Girl Mel B, tennis legend Boris Becker, Strictly Come Dancing judge Shirley Ballas, and interior designer Laurence Llewelyn-Bowen, among others. The show promised drama, with moments like Llewelyn-Bowen’s near-drowning incident during a rafting challenge, where he lost consciousness and was revived by Grylls on a beach. Early reviews were glowing, with sources telling The Sun that the show earned “excellent reviews” and was a “brilliant production.” Netflix reportedly paid Willoughby £1 million to host, banking on her UK fame to draw international audiences. Yet, despite the hype, the series failed to sustain its initial buzz, with ratings taking a nosedive by spring 2025.

The financial burden of Celebrity Bear Hunt has been a major sticking point. Filming in Costa Rica, with its remote locations and logistical demands, drove production costs sky-high. The inclusion of A-list celebrities like Mel B and Becker further inflated the budget, as did the salaries for Willoughby and Grylls. According to Daily Mail and GB News reports from May 2025, Netflix executives are hesitant to greenlight a second season unless significant cuts are made. Proposals include slashing talent salaries, relocating to a cheaper filming location like Croatia or Clacton, and reducing the number of high-profile celebrities. A source told The Sun, “If it is recommissioned, cuts will 100% be made, including talent salaries—both Holly and Bear as well as the celebs.” These measures reflect Netflix’s determination to salvage the show, but the uncertainty has left Willoughby’s role in doubt.

Viewer backlash has been another nail in the coffin. While Celebrity Bear Hunt initially resonated with audiences, posts on X reveal a growing discontent, with some branding Willoughby a “snake.” The term, often used to denote betrayal or inauthenticity, seems tied to lingering resentment from her This Morning exit in October 2023. Willoughby left the ITV daytime show after 14 years, citing personal reasons following a reported kidnap threat and the fallout from co-host Phillip Schofield’s affair scandal. Her emotional return speech on This Morning in June 2023, addressing Schofield’s departure, was criticized by some as insincere, with viewers comparing it to a scripted moment from The Morning Show on Apple TV+. A post on X from the time accused her of “faking friendships,” a sentiment that appears to have resurfaced with Bear Hunt. One user wrote, “Can’t stand the snake—Holly’s all smiles but it feels so fake,” reflecting a perception that her polished persona lacks genuineness.

This backlash is compounded by Willoughby’s limited international recognition. A TV insider told Express in May 2025, “Holly is a household name in the UK, but outside of Great Britain nobody knows who she is. Americans don’t know her, neither do most Europeans.” Netflix’s gamble on her star power may have overestimated her global appeal, with some suggesting Grylls could host solo if the show returns. This critique echoes earlier setbacks, like the 2022 cancellation of her BBC show Freeze the Fear with Wim Hof after one series, which struggled to connect with viewers despite being produced by her husband Dan Baldwin’s Hungry Bear Media. The Express noted that Freeze the Fear’s axing forced Willoughby to “rethink her long-term career prospects,” a challenge she faces again now.

Willoughby’s career trajectory has been a rollercoaster in recent years. Her departure from This Morning marked the end of an era, followed by the axing of Dancing on Ice in March 2025 after 19 years, leaving her without an ITV primetime show for the first time in two decades. She also turned down a lucrative deal to host ITV’s You Bet! reboot, citing other commitments, a decision that Daily Mail sources described as a sign of her pivoting toward global opportunities like Bear Hunt. Her new role on For The Love of Dogs, announced in May 2025, was meant to solidify her ITV comeback, but the Bear Hunt fiasco threatens to overshadow it. Fans on X have expressed mixed feelings about her For The Love of Dogs casting, with some praising her dog-loving persona—she owns a golden retriever named Bailey—while others argue she lacks the raw passion of predecessor Paul O’Grady.

The Bear Hunt controversy also highlights broader challenges in the reality TV landscape. High-budget shows like I’m a Celebrity… South Africa, axed by ITV in 2024 despite strong ratings, show that even popular formats can falter under financial strain. Celebrity Bear Hunt’s reliance on celebrity star power mirrors this trend, but its failure to retain viewers suggests that spectacle alone isn’t enough. The show’s intense challenges, while dramatic, may have alienated audiences seeking more relatable content, especially amid economic pressures prompting viewers to favor budget-conscious programming. Willoughby’s polished presenting style, while a strength on This Morning, may not have translated to the gritty, survivalist vibe of Bear Hunt, where Grylls’s rugged authenticity shone brighter.

Despite the setbacks, Willoughby’s resilience shouldn’t be underestimated. Her For The Love of Dogs role offers a chance to reconnect with UK audiences, leveraging her warmth and relatability. The show’s focus on animal welfare aligns with her personal brand, and early reports suggest ITV is planning a revamped series to capitalize on her appeal. However, she’ll need to navigate the shadow of Bear Hunt’s failure and the “snake” moniker, which could resurface if public perception doesn’t shift. Her decision to decline You Bet! indicates a strategic focus on high-profile projects, but with Bear Hunt’s fate uncertain, she may need to diversify her portfolio to maintain momentum.

The viewer vitriol, particularly the “snake” label, also reflects a broader cultural moment where celebrities face intense scrutiny on social media. Willoughby’s This Morning exit, coupled with her silence on Schofield’s scandal, left some fans feeling betrayed, a sentiment that Bear Hunt’s flop has reignited. Yet, her supporters argue she’s been unfairly targeted, with one X post defending her: “Holly’s getting hate for just doing her job—she’s not a snake, she’s human.” This divide underscores the challenges of maintaining a public persona in an era of instant feedback, where a single misstep can haunt a career.

Looking ahead, Willoughby’s next steps will be crucial. If Celebrity Bear Hunt is axed, she could lean into For The Love of Dogs to rebuild her image, or explore new Netflix projects, as insiders told Daily Mail that the streamer is “very keen” to work with her again. A solo hosting gig or a return to BBC could also be on the horizon, given her past collaborations. For now, the cancellation threat looms large, but Willoughby’s track record suggests she’s capable of bouncing back. As she navigates this turbulent period, one thing is clear: the TV world is watching, and the stakes have never been higher.