ITV has released a new Big Brother trailer confirming a major twist for the 2026 series: a new house every week. The broadcaster dropped the clip on Sunday afternoon (August 23), showing several blinking eyes before unveiling the headline shake-up.
In the trailer, Big Brother's iconic voice announces: "Big Brother is back. But if you think you know the game...think again. A new house every week. Fresh chaos daily. Everything can change, in the blink of an eye."
Fans divided over format change
It remains uncertain whether season 23 will genuinely showcase eight different houses throughout its two-month duration, but the trailer has left fans divided, reports OK!.
As long-term viewers will know, Big Brother housemates aren't allowed any contact with the outside world during their time on the show. Fans are worried that this mystery shuffling houses twist could ruin the integrity of the game.
Taking to X, formerly Twitter, someone posted: "This doesn't exactly make me hopeful..."A new house every week"??? This screams outside contact "rule breaks" to me."
Another shared the same critique, stating: "This "new house every week" twist sounds like an excuse for production to do whatever it f*****wants when it comes to rules, twists, evictions. We want a proper format! Puhleeze! #BBUK."
While a third said: "Big Brother doesn't need all these twists. We literally just want to watch people in a house and vote them out #BBUK."
Some viewers optimistic
But some viewers are optimistic about the upcoming shake-up, with some predicting the new season will be one of the best yet. Commenting on Instagram, one viewer raved: "Oh I feel like we're in for an incredible season!"
Someone else agreed: "New house every week wth this might be the best BB ITV has made yettt," while someone exclaimed: "STOP. CANT WAIT FOR THIS."
Return date and hosts
New episodes of the reality show are expected to air this September, with AJ Odudu and Will Best once more taking on presenting responsibilities. They will usher strangers into the iconic house for the broadcaster's largest series to date, running for eight weeks.
ITV hasn't announced an official launch date just yet but it is reportedly kicking off on Sunday September 13th, according to TV Zone. Big Brother returns to ITV2 and ITVX soon.
