Hot Goss is an original E! News social-first, vertical video series that transforms celebrity headlines into unfiltered, high-energy conversations… all while shirtless in a sauna. Hosted by Eyal Booker of Love Island UK and social media personality Lonnie Marts IIV, the weekly unscripted series blends trending pop culture headlines with real-time reactions, relationship debates and playful commentary. With their effortless charm and candid POVs, Booker and Marts bring viewers in on the fun, making everyone watching feel like a friend who’s just blowing off steam!
Now in Season 2, Hot Goss has reinvented the way audiences experience celebrity interviews, turning traditional press interviews into must-see conversations with your favorite reality and internet stars.
Our mission was to design a platform-native format where the conversation extends beyond the screen, with the comment section acting like a live continuation of the show itself. We aimed to create a show that feels essential to the weekly pop culture conversation; one that is fast-paced and shareable, and viewers can comment, debate and return week after week for our hosts’ chemistry as much as the headlines.
Season 2 of Hot Goss focused on scale, consistency and brand identity.
With over one-hundred episodes under their belts, co-hosts Eyal Booker and Lonnie Marts continue to lead Hot Goss with their signature warmth and humor rooted in their authentic personalities, asking the questions and discussing the hot takes audiences are already sharing online.
To elevate the series for Season 2, we invested in a newly constructed set with upgraded lighting design. The new set, coupled with our three-camera setup and original graphics package allows for dynamic editing that enhances shareability across platforms. The stripped-down sauna environment is the opposite of traditional press junkets' polished tone. By removing the formalities of celebrity interviews, the format creates space for fun, spontaneous, headline-making moments that feel native to social platforms.
Episodes were posted collaboratively to E!’s social media accounts, @enews, @eentertainment, and @ehotgoss, across Facebook, Instagram, X, YouTube Shorts, and TikTok reaching a combined audience of over 30M followers.
Season 2 also marked a major upgrade: bringing celebrity guests into the sauna. By integrating interviews into our existing format, we reimagined the traditional press junket. Your favorite reality and internet stars stepped directly into the Hot Goss set creating moments that felt spontaneous, intimate and uniquely E!
Season 2 proved that Hot Goss was more than just a concept but a scalable digital franchise. In 2025 alone, Hot Goss generated 71.3 million total video views significantly expanding its audience footprint and reinforcing its position as a top-performing E! digital property. We even caught the eyes of some celebrity fans like Sharon Stone, Chrishell Stause, Chris Appleton, and Boston Rob who have shown love through likes and comments!
Hot Goss has not only become a recognizable brand in E!’s social ecosystem but it has redefined how E! shows up in the digital space. The show has grown into a recognizable brand across E!’s social platforms, helping shift our coverage from straightforward headline delivery to visually bold, personality-led conversations with realtime audience interaction. The show reflects how legacy media can evolve to meet viewers where they already are...in the comments!
