Sunday night's 'X Factor' final became the second least watched in the show's 10 year history, after attracting its lowest ratings since 2004.
An average audience of 9.5 million (plus an added 219,000 watching on ITV+1) tuned in to see Sam Bailey triumph over Nicholas McDonald.
The figure was also more than a million down on the previous year, when James Arthur was crowned champion.
The only time a final has fared worse was in the first series in 2004, when it pulled in 8.1 million viewers.
To underline the show's marked audience decline in recent years, the equivalent show in 2010 - when Matt Cardle was the victor - drew 14.1 million viewers.
On Saturday, 'The X Factor' trailed rival 'Strictly Come Dancing' as it has done all series, with the BBC One show pulling in an average of 9.9 million viewers, compared to the 8.5 million watching ITV.
'The X Factor' has seen its fortunes wane since Simon Cowell left the judging panel after the 2010 series.
He is rumoured to be returning to the show next year, after signing a new three-year deal to keep the programme with ITV.