2 hours ago
8
Filming from the driver’s seat of his car, with his pet whippet, Lara, in the background, Michael Barrymore shows an array of dog treats he has collected to test to the camera. There’s a twist, though: it won’t be the dog doing the testing.
In a series of quick edits, the fallen star of primetime 1990s television grimaces his way through cheese biscuits and pork sausages. The lamb spaghetti is particularly challenging, though he claims to quite like the chicken sausage slices.
The dog treat video is part of a steady stream of content being produced by Barrymore on his TikTok account, where the 74-year-old has become an unlikely hit. The platform is used most heavily by the under-30s, many of whom would have no memory of his former career as one of Britain’s leading light entertainers.
Particularly popular are Barrymore’s “munchie runs” to supermarkets, sweet shops and takeaways, where he snacks his way through an alarming array of treats, energy drinks and fast food.
It is all a long way from his ITV heyday hosting Strike It Lucky and Barrymore, a career he abruptly lost in 2001 after the death of Stuart Lubbock, a 31-year-old father of two who died shortly after being found unconscious in Barrymore’s swimming pool.
Despite investigations and several arrests, no one has ever been charged in relation to Lubbock’s death. The case remains unresolved. Barrymore has always denied any involvement, but his TV career did not recover.
However, TikTok and its all-powerful algorithm have allowed him to build a vast new audience over the past four years. He is on course to amass close to 5m followers by the end of 2026.
More than 6m have watched him scoff a trending pistachio nut cake after driving across the south-west, where he now lives, to find one. In another viral hit, he devours an M&S Colin the Caterpillar cake with his bare hands.
His success has become a case study in the media’s digital revolution, which is causing angst among traditional broadcasters. It has allowed Barrymore to bypass TV gatekeepers who shunned him after Lubbock’s death.
“Barrymore reflects an interesting aspect of modern online celebrity culture whereby you can become popular, or in his case regain popularity, even if you do not appear on mainstream TV,” said Scott Bryan, the TV critic and chronicler.
“Twenty years ago, appearing on TV was essential, and it was the end of his career when ITV dropped him. These days, those who don’t think he should be in the public eye simply don’t follow him on social media.”
Professional short-form video editors have noted there is more to Barrymore’s TikTok success than his snacking antics. His videos often adopt trending music or memes and his output is prolific – both crucial ingredients to feeding the algorithm.
A social media expert at a major British media company said: “I would be shocked if he’s doing this entirely on his own. He feels like he’s got support.”
In an email exchange, Barrymore confirmed he had his “own social media expert” but not a team.
Barrymore did attempt a more traditional comeback route after Lubbock’s death, with appearances on Celebrity Big Brother in 2006 and Dancing on Ice in 2019. Yet the outings did not revive his TV career.
According to calculations based on his public view counts, Barrymore’s TikTok and YouTube channels are providing him with an income, though not one comparable to his former earnings as the de facto face of light evening entertainment.
“I have always done what I do for the love of it,” Barrymore said. “I certainly do make a living from social media, which is increasing substantially year by year.”
Much of his content simply follows him around his daily activities, usually cooking, snacking or travelling. He delights in being recognised by cashiers pricing up his latest haul of treats. Some shop workers have complained about being filmed by him via his smart glasses.
Matt Navarra, a social media consultant, said: “Barrymore is simultaneously evidence that everything about the media has changed and almost nothing about entertainment has changed.
“His whole career was built around spontaneity, comic timing, talking to ordinary people, reacting quickly and creating chaotic moments. Those are fantastic short-form video creator skills.
“We haven’t really got rid of gatekeepers. We’ve swapped human gatekeepers for algorithmic ones.”
While it may appear to open up a comeback avenue for other 90s stars who have fallen out of favour, it is not so easy in practice. Fellow entertainer Jim Davidson’s Ustreme channel is also on TikTok but does not have Barrymore’s reach.
Barrymore said: “The majority of the followers are from today’s generation and don’t know me from television – this isn’t what I ‘think’, this is facts coming from the analytics of TikTok and YouTube.”
The domestic banality of his videos contributes to their success. Holly Beddingfield, a creative strategist and founder of the Capsule pop culture newsletter, said: “We increasingly see gen Z audiences push back against perfection in favour of authenticity.
“It makes sense, then, that someone like Michael would resonate. It’s similar to the success of [British social media personality] Big John – he is just a guy who people see as a sort of funny uncle or dad.”
Even on TikTok, however, Barrymore cannot escape discussion of Lubbock’s death. He has repeatedly addressed the case in videos, taking issue with various claims circulating online.
Barrymore has insisted his social media success meant he would now not go back to broadcast TV.
“It would be like taking a step backwards,” he said. “It would, I think, struggle to get the 20m to 30m views I currently get a week.”
Meanwhile, Essex police continue to appeal for information from those who attended the party at Barrymore’s house on the night of Lubbock’s death.
“Nine people were at that party,” said a spokesperson. “We know that not everyone was responsible for what happened, but someone was. Anyone with information about Stuart’s death can always contact us, whether directly or anonymously through Crimestoppers.”
