After a rollercoaster ten weeks filled with suspense, laughter, conflicts, and friendships, Big Brother Naija Season 10 has drawn to an electrifying close. This year, the spotlight shines on 23-year-old Imisi, who emerged triumphant—defeating a diverse lineup of 28 housemates to clinch the title and the grand reward of ₦150 million. Her journey was marked by resilience, authenticity, and an undeniable connection with audiences across Nigeria and the wider African continent.
Big Brother Naija, often referred to as BBNaija, has long held a special place in the hearts of viewers across West Africa, not only offering drama and entertainment but also giving young Africans a unique opportunity to showcase their personalities and talents. The Season 10 finale drew massive attention, with millions of viewers casting their votes and cheering for their favourites. With her grace and strategy, Imisi captivated fans, ultimately surpassing notable finalists Dede Ashiogwu and Koyin Sanusi, who finished as the first and second runners-up, respectively.
Imisi’s historic victory places her among an elite group of women who have taken home the coveted BBNaija crown, alongside trailblazers such as Mercy Eke (2019), Phyna (2022), and Ilebaye (2023). Over the years, the show has shattered stereotypes by spotlighting powerful female contestants who have gone on to influence both pop culture and broader conversations about gender and representation in African media. Her win is already being celebrated as a turning point for women in Nigerian entertainment, with social commentators noting the growing impact female reality TV personalities have on audiences and brand endorsements.
The journey to Imisi’s win was not without its dramas and memorable moments. From intense diary sessions, strategic alliances, and nail-biting evictions, this season stood out for its unpredictability and genuine emotion. Viewers saw housemates drawn from diverse backgrounds—ranging from entrepreneurs to aspiring musicians and students—each bringing their own flavour to the house. Fan engagement soared, with social media buzzing throughout the season, driving hashtags that often trended both locally and across Africa, further cementing BBNaija’s place at the epicentre of pop culture conversation.
According to Atinuke Babatunde, executive head of Content and West Africa Channels at MultiChoice, this season reached new heights of engagement and excitement. “This season of Big Brother Naija has been nothing short of phenomenal. The housemates gave Nigerians unforgettable moments, and Imisi’s win is a testament to her authenticity, resilience, and ability to connect with fans. At MultiChoice, we are proud to continue creating platforms that celebrate Nigerian talent, showcase our culture, and unite African audiences,” Babatunde stated in a press briefing held shortly after the finale.
With the grand prize comprising ₦80 million in cash, a brand-new SUV, and a range of other benefits and endorsements, Imisi’s life is set for a major transformation. The substantial monetary reward and luxury vehicle serve as more than just personal achievements; they also symbolize the life-changing potential reality TV can offer talented young Africans. Many past BBNaija alumni have leveraged their fame to achieve success in Nollywood, music, fashion, and even philanthropy—some becoming influential figures across West Africa.
The scale of the BBNaija platform is evident not just in its prizes, but also in the national conversations it inspires. Local fans frequently gather at viewing centers, salons, campuses, and even community halls to follow the action. According to a study by Lagos-based media analyst Chigozie Odu, over 65% of Nigerian youth polled cited BBNaija as one of their top influences for aspirational entertainment and entrepreneurship. “The show offers a mirror into urban youth culture while also giving a stage to authentic African stories and struggles,” Odu notes.
This year’s edition also reflected broader societal issues, as contestants often used their time in the house to discuss topics such as mental health, business development, family pressures, and the pursuit of creative dreams. These discussions, amplified by post-show interviews and online commentary, play a part in shaping perceptions and sparking important debates—something that sets BBNaija apart from international franchise versions.
Yet, while the excitement is palpable, some critics have highlighted challenges inherent in reality shows of this scale. Concerns around privacy, online trolling, and the ability of ex-housemates to handle sudden fame have been raised by mental health professionals and industry watchdogs. Many have recommended that stakeholders within the entertainment sector introduce structured support programs for contestants, especially in the crucial weeks following the finale.
Globally, BBNaija is now considered a heavyweight alongside other international reality formats like Big Brother US, Love Island, and South Africa’s Idols. Its influence is spreading, with Ghanaians, South Africans, and viewers in the diaspora eagerly following each season. According to BBC Africa, Season 10 set new viewership records in English-speaking West Africa, and generated at least 7 million social media engagements during the final week alone, reflecting the show’s surging cross-border relevance.
As Imisi takes her place in the BBNaija Hall of Fame, fans and industry observers are eager to see how she will leverage her platform. Many expect her to champion initiatives supporting young women and budding entrepreneurs, following in the footsteps of previous winners who have used their influence for good. Some marketing experts, like Tunde Aladetan of Lagos-based Elevate Africa, believe that Imisi’s win signals a shift where “Nigerian reality stars are finally commanding endorsements and collaborations once reserved for musicians or actors.”
As the curtains fall on another thrilling season, the spotlight is already on next year’s auditions, with thousands hoping to be the next breakout star. For now, Imisi’s journey from housemate to headline maker offers inspiration for millions of young Africans who dream of making their mark, both on and off the screen.
How do you feel about Imisi’s historic victory and the growing influence of BBNaija in shaping youth culture across Nigeria, Ghana, and Africa? What moments or housemates made this season unforgettable for you? Drop a comment below, and don’t forget to follow us for more updates on entertainment, celebrity news, and what’s buzzing across Africa!
