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 from theWinnin — platform that uses proprietary AI to map cultural trends based on video consumption on the internet, the engagement on the platforms has decreased, on average, 42% compared to the previous edition. The drop in audience on free-to-air 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 programme was female and dominated by Gen-Z and Millennials, with 72% in your favour, against 28% of the male audience. The season was also marked by social and behavioural themes that generated widespread discussion on social media. Among the most discussed topics were: "gossip on the reality show", lipedema, racism, cabelos na realidade, new look of Aline, tricks and arguments, harassment, "accents" and "etarism". In parallel, the formats that most engaged the audience on digital platforms werehighlight videos, sketches, questions and answers, e lives.
A notable point of this season, was the impact of the public's digital participation, which proved to be more active and discerning throughout the programme. Las redes sociales dejaron de ser solo espacios de apoyo para convertirse en arenas de análisis y juicio moral, where each participant's attitude was dissected in real time. This change in audience behaviour required faster and more aligned responses from brands and the production itself, consolidating a more responsive and integrated communication dynamic with the collective sentiment
The brands that knew how to activate theUGC(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 actions and major activations, it was consistency that made the difference in the most watched house in Brazil in 2025. TheFree Marketinvested in continuous shares, 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, guaranteeing attention leadership for three consecutive months and consolidating its cultural relevance
Consolidated engagement of sponsoring brands on proprietary channels, UGC and advertising. Period: 13 January to 23 April 2025
ВжеKwai, Stone, MRVe até aNestléthey 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 charts at the start 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, que trouxe o cantor Belo como protagonista de sua ação; from the Little Dotted Chicken, que se tornou viral com a história dos ovos; and from iFood, that revived the iconic catchphrase “Calabreso”
Vale lembrar, during the three months of the programme, the Winnin 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 behaviour and the best opportunities for brands that are outside the reality
Now, the company gathers thefinal season data in a comprehensive analysis, que mostra quem capturou a atenção do público, the main interests of the audience connected to the programme, the topics that resonated outside the home and the brands that dominated the conversation. The material also provides a comparison between the 2024 and 2025 editions, beyond the performance of the brothers, creators and content formats that engaged the most
Measurement based on video content about the reality
