Filming from the driver\u2019s 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\u2019s a twist, though: it won\u2019t be the dog doing the testing.<\/p>\n
In a series of quick edits, the fallen star of primetime 1990s television grimaces his way through cheese biscuits and pork sausages<\/a>. The lamb spaghetti is particularly challenging, though he claims to quite like the chicken sausage slices.<\/p>\n 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<\/a>, many of whom would have no memory of his former career as one of Britain\u2019s leading light entertainers.<\/p>\n Particularly popular are Barrymore\u2019s \u201cmunchie runs\u201d to supermarkets, sweet shops and takeaways, where he snacks his way through an alarming array of treats, energy drinks and fast food.<\/p>\n 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>, a 31-year-old father of two who died shortly after being found unconscious in Barrymore\u2019s swimming pool<\/a>.<\/p>\n Despite investigations and several arrests, no one has ever been charged in relation to Lubbock\u2019s death. The case remains unresolved. Barrymore has always denied any involvement, but his TV career did not recover.<\/p>\n However, TikTok<\/a> 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.<\/p>\n More than 6m have watched him scoff a trending pistachio nut cake<\/a> 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<\/a>.<\/p>\n His success has become a case study in the media\u2019s digital revolution, which is causing angst among traditional broadcasters. It has allowed Barrymore to bypass TV gatekeepers who shunned him after Lubbock\u2019s death.<\/p>\n \u201cBarrymore 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,\u201d said Scott Bryan, the TV critic and chronicler.<\/p>\n \u201cTwenty years ago, appearing on TV was essential, and it was the end of his career when ITV dropped him. These days, those who don\u2019t think he should be in the public eye simply don\u2019t follow him on social media.\u201d<\/p>\n Professional short-form video editors have noted there is more to Barrymore\u2019s TikTok success than his snacking antics. His videos often adopt trending music or memes and his output is prolific \u2013 both crucial ingredients to feeding the algorithm.<\/p>\n A social media expert at a major British media company said: \u201cI would be shocked if he\u2019s doing this entirely on his own. He feels like he\u2019s got support.\u201d<\/p>\n In an email exchange, Barrymore confirmed he had his \u201cown social media expert\u201d but not a team.<\/p>\n Barrymore did attempt a more traditional comeback route after Lubbock\u2019s death, with appearances on Celebrity<\/a> Big Brother in 2006 and Dancing on Ice in 2019. Yet the outings did not revive his TV career.<\/p>\n According to calculations based on his public view counts, Barrymore\u2019s 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.<\/p>\n \u201cI have always done what I do for the love of it,\u201d Barrymore said. \u201cI certainly do make a living from social media, which is increasing substantially year by year.\u201d<\/p>\n 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<\/a>.<\/p>\n Matt Navarra, a social media consultant, said: \u201cBarrymore is simultaneously evidence that everything about the media has changed and almost nothing about entertainment has changed.<\/p>\n \u201cHis 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.<\/p>\n \u201cWe haven\u2019t really got rid of gatekeepers. We\u2019ve swapped human gatekeepers for algorithmic ones.\u201d<\/p>\n 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\u2019s Ustreme channel is also on TikTok but does not have Barrymore\u2019s reach.<\/p>\n Barrymore said: \u201cThe majority of the followers are from today\u2019s generation and don\u2019t know me from television \u2013 this isn\u2019t what I \u2018think\u2019, this is facts coming from the analytics of TikTok and YouTube.\u201d<\/p>\n The domestic banality of his videos contributes to their success. Holly Beddingfield, a creative strategist and founder of the Capsule pop culture newsletter, said: \u201cWe increasingly see gen Z audiences push back against perfection in favour of authenticity.<\/p>\n \u201cIt makes sense, then, that someone like Michael would resonate. It\u2019s similar to the success of [British social media personality] Big John<\/a> \u2013 he is just a guy who people see as a sort of funny uncle or dad.\u201d<\/p>\n Even on TikTok, however, Barrymore cannot escape discussion of Lubbock\u2019s death. He has repeatedly addressed the case in videos, taking issue with various claims circulating online.<\/p>\n Barrymore has insisted his social media success meant he would now not go back to broadcast TV.<\/p>\n \u201cIt would be like taking a step backwards,\u201d he said. \u201cIt would, I think, struggle to get the 20m to 30m views I currently get a week.\u201d<\/p>\n Meanwhile, Essex police continue to appeal for information from those who attended the party at Barrymore\u2019s house on the night of Lubbock\u2019s death.<\/p>\n \u201cNine people were at that party,\u201d said a spokesperson. \u201cWe know that not everyone was responsible for what happened, but someone was. Anyone with information about Stuart\u2019s death can always contact us, whether directly or anonymously through Crimestoppers.\u201d<\/p>\n