The 10th season of Big Brother Naija begins tonight, Saturday, July 26, 2025, with a double launch scheduled to span two nights. The live premiere will be aired at 7:00 PM West Africa Time on the sponsored channel of the show.
This season is expected to run for ten weeks, ending on October 5, 2025. Organisers say viewers should expect a new format to be unveiled during the launch, though specific details have not been disclosed.
Media personality Ebuka Obi-Uchendu returns as host for the ninth consecutive time.
The show will feature a new group of housemates from various backgrounds, all competing for a grand prize of ₦150 million. It will air 24 hours a day on all the sponsored channels, and it will feature weekly.eviction shows on Sundays.
However, this year’s edition comes at a time when DStv, the satellite TV platform, as was owned by MultiChoice and the primary broadcaster of the show, has witnessed a significant drop in Nigerian subscribers.
The decline has been linked to economic challenges, rising subscription fees, and growing competition from internet-based streaming platforms.
While Big Brother Naija remains a major television event in the region, industry analysts say viewership patterns may continue to shift, especially among younger audiences now turning to more affordable or on-demand alternatives.
Despite these challenges, the show proceeds with sponsorship support from brands including Guinness Nigeria, Pepsi, Smirnoff, Innoson Motors, and others.