Married at First Sight attracts a surprising new demo

After more than a decade on air, Married At First Sight producers have noticed an unexpected trend: a rise in male fans openly embracing the show. While ratings have held steady across demographics (see OzTAM table below), producers told Mediaweek they’ve observed more men discussing the series without hesitation.

Executive producer John Walsh explained the shift happened naturally. "Initially, it was very heavily skewed towards women, then it became a guilty pleasure for men, and now it’s just a straight-out pleasure," Walsh said.

Clinical psychologist John Aiken attributed the change to the show’s universal themes. "MAFS is about relationships, and that’s something everyone can relate to," he said.

One surprising superfan is Canterbury-Bankstown Bulldogs General Manager Phil 'Gus' Gould, whom Walsh called "one of the biggest fans of the show."

"He tweets about it all the time," Walsh laughed, adding that Gould's enthusiasm has encouraged other men to embrace their love for MAFS. "Men need permission to talk about the show, and someone like Gus gives them that permission."

Someone using the word “dumbening” to suggest that by watching MAFs, I’m somehow lowering the intelligence of the Australia population. That’s right. “Dumbening”. https://t.co/znbix7RhKS pic.twitter.com/WOxUMFNHQf

— Phil Gould (@PhilGould15) March 14, 2022

Walsh credits fans like Gould for encouraging men to be more open about their love for the show.
"The men need permission to talk about the show," he said. "So if someone like Gus gives them that permission - that's what happens. That's why you find men more jumping on board."

EndemolShine executive producer Alexandra Spurway agreed, noting men have likely always been fans but weren’t comfortable admitting it. "So many blokes would say, ‘Oh, I don’t watch MAFS,’ but somehow know every detail of every episode," she said. "Their excuse used to be that their partner watched it, but now they’re confident to admit they’re also invested."

Aiken, along with fellow relationship expert Mel Schilling, and clinical sexologist Alessandra Rampolla, will once again guide 20 couples as they take the plunge and say “I do” to a stranger when the 2025 season of MAFS kicks off on Monday, 27 January, at 7.30 pm on Nine and 9Now.

Pictured: MAFS 2025 cast and Phil 'Gus' Gould

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