X Factor judge Sharon Osbourne has controversially suggested the show's winners don't have any longevity.
The outspoken judge has revealed that she thinks the general public are fickle and will only buy one album or a single from the winners of the British music reality TV show, and has referred to winners as "one-year wonders".
Talking to U.S. satellite radio station Sirius XM she suggested that the British music fans who tuned in each week, lose interest quickly once a series had ended.
"People will buy it," she confessed referring to the winner's debut single and album, "and then they won't buy another one, so it is dead and gone."
The 64-year-old star revealed that she thought the show mainly appealed to viewers because they became attached to the personalities on the show rather than they were in awe of their musical talent.
"It is about people getting invested in people," she told the radio station.
"They get invested in a couple of these contestants and they will see it through."
Sharon believed this wasn't enough to keep the fans interested long term and it was simply a case of out of sight, out of mind, and by the time the next series was aired, the public would have forgotten about last year's winner.
"There is another one and another one, it is sort of like candy," she confesed.
Ozzy Osbourne's wife however didn't have anything to say about the band that didn't fit in with her theory - 2010 finalists One Direction - whose success has been off the chart.
Sharon is joined on the judging panel by Simon Cowell, Louis Walsh and Nicole Scherzinger for the latest season of the show, which airs on ITV in the UK at 8pm on Saturdays.