If you thought Let It Shine beating The Voice UK in the Saturday night ratings meant the reality rivalry was over, think again.
In a contest we didn't even realise was happening, The Voice's will.i.am has been crowned victor over his rival Gary Barlow as "the most-streamed judge from a reality singing competition".
Or 'coach'... as The Voice would say.
Fanning the flames between the two competing shows, streaming service Deezer (via Yahoo! News) also announced that the panel on The Voice - made up of will.i.am, Sir Tom Jones, Jennifer Hudson and Gavin Rossdale - had been streamed a combined 23 times more than Gary, Dannii Mingoue and Spandau Ballet's Martin Kemp.
Bad luck, guys.
Where Barlow did claim victory, though, was over will.i.am's group the Black Eyed Peas, so he can at least take comfort in that.
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And we're guessing will's latest success will do nothing to stop the singer-songwriter from bashing the BBC's rival talent show.
Slamming Let It Shine as a support act for the main event over on ITV, will.i.am said: "Saturday night, the opening act, guess what? People leave that stage, they go to the main stage and go, 'Oh shit, The Voice is on ITV'."
That's fighting talk if ever we heard it.
Let It Shine continues on BBC One and The Voice UK continues on ITV this Saturday (January 14).
Don't forget to vote for your favourite TV shows in this year's National Television Awards! Shortlist voting closes at 12 midday on Wednesday, January 25.
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