Despite many memorable moments throughout the season, the final stretch of Brazil’s most-watched house had a timid performance on social media. According to data from Winnin — a platform that uses proprietary AI to map cultural trends based on video consumption on the internet, engagement on platforms dropped by an average of 42% compared to the previous edition. The drop in open TV viewership also reflected this scenario: the reality show recorded lower ratings than previous years, indicating a format fatigue among part of the audience, as shown in the graphs below.
Throughout the season, the majority of the show’s audience was female and dominated by Gen-Z and Millennials, with 72% in their favor, against 28% male viewership. The season was also marked by social and behavioral themes that sparked widespread reactions online. Among the most discussed topics were: “reality show gossip”, “lipedema”, “racism”, “hairstyles on reality TV”, “Aline’s new look”, “fights and arguments”, “harassment”, “accents”, and “ageism”. Meanwhile, the formats that most engaged the audience on digital platforms were highlight videos, sketches, Q&As, and live streams.
A notable point of this season was the impact of the audience’s digital participation, which became more active and discerning throughout the show. Social media ceased to be just cheerleading spaces and turned into arenas for analysis and moral judgment, where every move by participants was dissected in real time. This shift in audience behavior demanded faster and more aligned responses from brands and the production itself, solidifying a more responsive communication dynamic that resonated with collective sentiment.
Brands that managed to activate UGC (user-generated content) expanded their presence beyond the TV screen, creating a chain of organic engagement on social media.
While many bet everything on one-off actions and big activations, it was consistency that made the difference in Brazil’s most-watched house in 2025. Mercado Livre invested in continuous actions, building familiarity and reinforcing its message in different contexts within the reality show. According to Winnin, this consistency ensured the audience not only noticed but also connected with the brand, securing attention leadership for three consecutive months and cementing its cultural relevance.
(Overview of sponsor brand engagement across owned channels, UGC, and advertising. Period: January 13 to April 23, 2025)
Meanwhile, Kwai, Stone, MRV and even Nestlé showed that when the audience becomes co-authors of the conversation, reach far exceeds expectations. These brands stood out by driving high volumes of user-generated content (UGC), with Kwai leading by a wide margin. This movement not only strengthened their digital presence but also explained their dominance in attention charts early in the season.
According to Winnin’s research, campaigns most connected to culture stood out on BBB. Brands that leveraged cultural and emotional references managed to generate more attention and engagement. Examples include CIF, which featured singer Belo as the protagonist of its campaign; Galinha Pintadinha, which went viral with its egg storyline; and iFood, which revived the iconic catchphrase “Calabreso”.
It’s worth noting that during the three-month show, Winnin’s platform provided weekly data through the official Big Insights Brasil page and an exclusive dashboard with simple registration. Reports highlighted peak engagement moments, sponsor performance, audience behavior, and the best opportunities for brands outside the reality show.
Now, the company consolidates the season’s final data into a comprehensive analysis, revealing who captured the audience’s attention, the main interests of viewers connected to the show, topics that resonated beyond the house, and brands that dominated the conversation. The report also includes a comparison between the 2024 and 2025 editions, along with the performance of housemates, creators, and the most engaging content formats.
**Measurement based on video content about the reality show.
