Engagement, reach and influence: the final balance of the most watched house in Brazil on social networks

Even with so many remarkable moments throughout the season, the final stretch of the most watched house in Brazil had a shy performance on social networks Winnin ''a platform that uses proprietary AI to map cultural trends from the consumption of videos on the internet, engagement on platforms fell, on average, 42% compared to the previous edition. The fall in audience on open TV also reflected this scenario: the reality show recorded lower rates than previous years, indicating a wear of the format among part of the audience, as shown in the graphics below.

Throughout the edition, the majority audience of the program was female and dominated by Gen-Z and Millennials, with 72% in its favor, against 28% of the male audience. The season was also marked by social and behavioral themes that generated wide repercussion in the networks. Among the most discussed subjects were:“fofocas in the REALITY”, “habelos in reality”, “novo visual platforms from Aline”, “tretas mobiliz and discussions”, “medio”, “treas and digital formats were more parallel to the”. videos of highlights, skits, questions and answers, and lives.

A striking point of this season was the impact of the digital participation of the public, which proved to be more active and judicious throughout the program. Social networks are no longer just spaces for fans to become arenas of analysis and moral judgment, where each attitude of the participants was dissected in real time. This change in audience behavior required faster responses and aligned by the brands and the production itself, consolidating a dynamic of communication more responsive and integrated to collective sentiment.

The brands that knew how to activate the UGC (user generated content), they were able to expand their presence beyond the TV screen, creating an organic chain of engagement on social networks.

While many bet everything on punctual actions and major activations, it was consistency that made the difference in the most watched house in Brazil of 2025 Mercado Livre it invested in continuous actions, building familiarity and reinforcing its message in different contexts within the reality. According to Winnin, this constancy made the public not only notice, but also connect with the brand, ensuring attention leadership for three months in a row and consolidating its cultural relevance.

(Consolidated of the engagement of sponsoring brands in proprietary channels, UGC and advertising. Period: 13 January to 23 April 2025)

Already Kwai, Stone, MRV and even a Nestle they showed that when the public becomes co-author of the conversation, the reach goes far beyond what was predicted. These brands stood out for boosting high volumes of user-generated content (UGC), with absolute prominence for Kwai, which led with slack in this regard. This movement not only strengthened its digital presence, but also helped explain its dominance in attention charts at the beginning of the season. 

According to a survey by Winnin, the campaigns most connected with culture stood out in the BBB. Brands that appropriated cultural and affective references managed to generate more attention and engagement from the public. It is the case of CIF, which brought the singer Belo as the protagonist of its action; the Chicken Painted, which went viral with the history of eggs; and iFood, which rescued the iconic brothel “Calabreso”.

It is worth remembering that during the three months of the program, the Winnin platform offered weekly data through the official Big Insights Brazil page and an exclusive dashboard with a simple registration.The reports highlighted the moments of greater engagement, the performance of sponsors, the behavior of the public and the best opportunities for brands that are out of reality.

Now the company brings together the final season data in a complete analysis, which shows who captured the attention of the public, the main interests of the audience connected to the program, the themes that resonated outside the house and the brands that dominated the conversation. The material also brings a comparison between the 2024 and 2025 editions, in addition to the performance of the brothers, creators and content formats that most engaged.

**Mensuration from the video content about the reality.