Holly Willoughby’s hopes to launch herself internationally haven’t gone to plan with her Netflix show Celebrity Bear Hunt said to have failed to draw in viewers.

The show follows 12 celebrities including Mel B, Shirley Ballas and Borris Becker, as they are put through the ultimate test in a jungle-bound survival challenge. Dropped off in the Costa Rican jungle, the 12 stars become prey for adventurer and survival expert, Bear Grylls.

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While the streaming giant pumped a lot of money into the project, two weeks after its release, it has been branded a global “flop”, with some pointing the fingers at Willoughby as “nobody knows who she is” outside of the UK.

“Netflix execs really believed that Celebrity Bear Hunt was going to be a huge success. Sadly, the reality is that despite the huge financial cost to the series it has proven to be a flop,” a source told The Express.

“Now fingers are being pointed and internally the blame is being laid at the decision to use Holly Willoughby as the host,” the insider explained. “She might be a household name in the UK, but outside of Great Britain nobody knows who she is.”

Celebrity Bear Hunt Celebrity Bear Hunt follows 12 celebrities as they are put through the ultimate test in a jungle-bound survival challenge
Ray Burmiston/Netflix/PA Wire

They added to the publication: “Holly is a great presenter but Americans don’t know her, neither do most Europeans and you can forget about the lucrative Latin market.”

The Standard has contacted a representative for Netflix for comment.

It’s sure to come as a blow to Willoughby, who last year it was reported had hired a top PR in a bid to “expand her global brand”.

The TV presenter, 44, quit ITV’s This Morning in October 2023 after 14 years following an alleged plot to kidnap her.

Mum-of-three Willoughby returned to screens in January 2024 to front her long-time gig Dancing On Ice alongside Stephen Mulhern.