The behemoth task of picking a new actor to take over from Daniel Craig in the role of 007 is one that appears to have dragged on and on by this point.
It's been nearly two years since No Time to Die debuted in cinemas as Craig bowed out for the last time but while it remains a mystery as to who will front the next Bond film, one man has emerged as a prime candidate.
Thanks to new data from bookmakers Star Sports, punters are overwhelmingly convinced Happy Valley's James Norton will step into Bond's tuxedo.
While Snowfall's Damson Idris had been touted as the frontrunner last month following a surprise twist in the market, the bookies have now slashed Norton's odds.
In fact, the bookmaker is reporting that a staggering 80 percent of all bets placed through them on the next Bond have been behind Norton.
Norton's odds have been shortened to 5/2 with the bookies, with Luke Tarr, Head of PR at Star Sports, saying: "The search for the next James Bond seems to be a slow and thorough process, but one actor stands out as the name on everyone’s lips in our betting.
Daniel Craig was spotted with Norton at Wimbledon
PA
"It’s Happy Valley star James Norton who has been by far the most popular selection for our punters, attracting 80 percent of all bets in the market and subsequently shortening from 10/1 to 5/2."
Idris remains a close second-favourite, however, with his odds now standing at 11/4.
Tarr added: "Aaron Taylor-Johnson (3/1), Henry Cavill (9/2), and Rege-Jean Payne (5/1) are likewise in contention.”
This isn't the first time Norton has created a shift in the market when it comes to trying to pinpoint the next Bond.
Last month, Norton was spotted at the Wimbledon final alongside a whole host of famous faces.
However, one of those faces happened to be Craig, and seeing the pair mingling in the same circle led to Norton's odds being slashed with some bookies from 4/1 beforehand to 3/1 after, according to ScreenRant.
Clearly, fans haven't let up with their hunch that Norton could be the next Bond with Star Sports' 5/2 even shorter than the 3/1 previously offered.
Norton has even faced rumours that he had already met with Bond bosses to test out for the role, something he's denied.
Norton has addressed the Bond rumours directly in recent months, rubbishing any reports of him having already tested for the role.
LATEST DEVELOPMENTS:
James Norton is now the frontrunner to bag the Bond role
PA
"(There have been) no conversations," he told Variety. "Basically nothing else to say other than I think they’re probably still working it all out.
"It’s a big challenge to know which direction to take that huge franchise in."
He added there was "nothing concrete behind" the speculation linking him to the part.
Other big names linked to the role include Tom Hardy, Paapa Essiedu, Cillian Murphy, and Idris Elba.