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 video consumption on the internet, engagement on the platforms has decreased, on average, 42% compared to the previous edition. The drop in audience on open TV also reflected this scenario: the reality show recorded lower ratings than previous years, indicating a wear of the format among part of the audience, as shown in the graphs below
Throughout the edition, the majority audience of the program was female and dominated by Gen-Z and Millennials, with 72% in your favor, against 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: "gossip on the reality show", lipedema, racism, hair in reality, new look of Aline, tricks and arguments, harassment, "accents" and "etharism". In parallel, the formats that most engaged the audience on digital platforms werehighlight videos, sketches, questions and answers, and lives.
A highlight of this season, it was the impact of the public's digital participation, who proved to be more active and discerning throughout the program. Social networks have ceased to be just spaces for cheering to become arenas for moral analysis and judgment, where each participant's attitude was 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 an organic engagement chain on social media
While many bet everything on specific stocks and major activations, it was consistency that made the difference in the most watched house in Brazil in 2025. THEFree Marketinvested in continuous stocks, building familiarity and reinforcing your message in different contexts within the reality. According to Winnin, this consistency made the audience not only notice, but also connected with the brand, ensuring leadership in attention for three consecutive months and consolidating its cultural relevance
Consolidated engagement of sponsoring brands on proprietary channels, UGC and advertising. Period: January 13 to April 23, 2025
AlreadyEgg, Stone, MRVand even theNestlethey showed that when the audience becomes a co-author of the conversation, the scope goes far beyond what was expected. These brands stood out for driving high volumes of user-generated content (UGC), with absolute prominence for Kwai, who led comfortably in this regard. This movement not only strengthened your digital presence, as well as helped explain its dominance in the attention graphs 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. It is a CIF case, what brought singer Belo as the protagonist of his action; from the Little Dotted Chicken, that went viral with the egg story; and from iFood, who revived the iconic catchphrase "Calabreso"
It's 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 a simple registration. The reports highlighted the moments of highest engagement, the performance of the sponsors, to the audience's behavior and the best opportunities for brands that are outside the reality
Now, the company gathers thefinal season data in a comprehensive analysis, who 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 provides a comparison between the 2024 and 2025 editions, besides the brothers' performance, creators and content formats that engaged the most
Measurement based on video content about the reality
