‘The 1% Club’ expands to Sweden and Italy, becomes top-selling UK format

ITV’s "The 1% Club" has expanded into Sweden and Italy, further cementing its status as the most successful new British format of the past decade, according to BBC Studios.

The quiz show, which features 100 contestants competing to answer increasingly difficult questions — culminating in one that only 1% of the public can solve — will air on Sweden’s public broadcaster Sveriges Television (SVT) and Italy’s Mediaset.

The new deals bring the total number of international versions to 15 ahead of the annual BBC Studios Showcase in London.

Originally co-created for ITV by Magnum Media’s Andy Auerbach and Dean Nabarro, the show has become a primetime staple. 

The UK edition is hosted by Lee Mack, while the Australian version is fronted by Jim Jefferies, both delivering strong Saturday night ratings.

BBC Studios executive Sumi Connock described the format as “gamechanging,” noting its ability to make quiz shows central to primetime schedules. 

She credited its global appeal to its play-along format, repeatability across markets, and visually distinctive set, which can be adapted for studios of varying sizes.

With high renewal rates in most territories and five seasons already commissioned in the UK, The 1% Club shows no signs of slowing as it continues its global rollout.