Even with so many memorable moments throughout the season, the final stretch of the most watched house in Brazil had a modest performance on social media. According to data fromWinnin— platform that uses proprietary AI to map cultural trends based on internet video consumption, engagement on platforms has decreased by an average of 42% compared to the previous edition. The decline in audience on open TV also reflected this scenario: the reality show recorded lower ratings than previous years, indicating a wear-out of the format among part of the audience, as shown in the graphs below.
Throughout the edition, the majority of the program's audience was female and dominated by Gen-Z and Millennials, accounting for 72% in their favor, compared to 28% of the male audience. The season was also marked by social and behavioral themes that generated widespread discussion on social media. Among the most discussed topics were: "reality show gossip," "lipedema," "racism," "hair in the reality show," "Aline's new look," "fights and arguments," "harassment," "accents," and "ageism." In parallel, the formats that most engaged the audience on digital platforms werehighlight videos, sketches, Q&A sessions, and live streams.
A highlight of this season was the impact of the audience's digital participation, which proved to be more active and discerning throughout the program. Social networks have ceased to be just spaces for cheering and have become arenas for moral analysis and judgment, where each participant's actions are dissected in real time. This change in audience behavior required faster and more aligned responses from brands and the production itself, consolidating a more responsive communication dynamic integrated with the collective sentiment.
The brands that knew how to activate theUser-generated content(user-generated content), they managed to expand their presence beyond the TV screen, creating a chain of organic engagement on social media.
While many bet everything on specific actions and major activations, it was consistency that made the difference in the most watched house in Brazil in 2025. THEFree Marketinvested in continuous actions, building familiarity and reinforcing its message in different contexts within the reality show. According to Winnin, this consistency caused the audience not only to notice but also to connect with the brand, ensuring attention leadership for three consecutive months and consolidating its cultural relevance.
(Consolidated engagement of sponsoring brands on owned channels, UGC, and advertising. Period: January 13 to April 23, 2025)
AlreadyKwai, Stone, MRVand even theNestleThey showed that when the audience becomes a co-author of the conversation, the reach goes far beyond what was expected. These brands stood out for driving high volumes of user-generated content (UGC), with Kwai leading by a wide margin in this regard. This movement not only strengthened your digital presence but also helped explain your dominance in the attention charts at the beginning of the season.
According to Winnin's survey, the campaigns most connected with culture stood out in BBB. Brands that appropriated cultural and emotional references managed to generate more attention and audience engagement. This is the case of CIF, which featured singer Belo as the protagonist of its campaign; of Galinha Pintadinha, which went viral with the story of the eggs; and of iFood, which revived the iconic catchphrase "Calabreso."
It is worth remembering that during the three months of the program, Winnin's platform provided weekly data through the official Big Insights Brazil page and an exclusive dashboard with simple registration. The reports highlighted the moments of greatest engagement, the performance of sponsors, audience behavior, and the best opportunities for brands that are outside the reality show.
Now, the company gathers thefinal season data in a comprehensive analysis, which shows who captured the audience's attention, the main interests of the audience connected to the program, the topics that resonated outside the house, and the brands that dominated the conversation. The material also includes a comparison between the 2024 and 2025 editions, as well as the performance of the brothers, creators, and content formats that generated the most engagement.
**Measurement based on video content about the reality show.
