It has already lost to Strictly Come Dancing in the ratings this year - and now The X Factor is even being beaten by its own channel, as ITV's I'm A Celebrity had over a million more viewers last night.
Last night's Strictly results show scored a series high for BBC One, with an average of 10.6million (40.7%) tuning in to see Fern Britton depart the competition.
Again, it was miles ahead of X Factor in the reality ratings war, with District3's elimination attracting 8.9million (33.3%) - 1.7million less than its arch rival. An extra 186,000 viewers tuned in on ITV1+1.
Although it's been on air for a decade, I'm A Celebrity's twelfth series launched with huge figures, as 10.3million (40.6%) watched names such as Brian Conley, Helen Flanagan and shamed MP Nadine Dorries enter the jungle.
However - despite adding an extra 345,000 viewers on ITV1+1 - it was still down on the 2011 and 2010 premieres, which both scored over 11million.
I'm A Celebrity continues tonight at 9.00pm, while Strictly and The X Factor return on Saturday with their latest live shows.