For the first time in the programme's history, the round-the-clock Big Brother live feeds will be available on YouTube from season 28, giving fans a new, free way to watch the American reality series. However, the YouTube offering will not actually run continuously: Paramount says the feeds will only be available on the Big Brother YouTube channel "for limited periods following each episode throughout the summer", with the full 24/7 feeds remaining on Paramount+ and the free Pluto FAST service.

The season 28 feeds go live on Friday 10 July at 9pm ET/6pm PT, though no detail has been given on how limited the YouTube windows will be. The cast is being revealed via a YouTube livestream billed as the "inaugural Big Brother: Broveal", in which host Julie Chen Moonves opens the door to the "Big Brother: Time Trip"-themed house. The 90-minute premiere airs Thursday 9 July, followed by a Big Brother: Unlocked hour on the Friday and a 90-minute Sunday episode. Paramount says the season will feature its most original hours of programming in 25 years, and later this summer the show will become the first primetime series to reach 1,000 original episodes.