[*mazedsalv**]

Quite interesting really. Here, people slate the ratings because they are low overall at times. But in the US, the demo is what matters and not the overall viewers. For example...

Blue Bloods getting 11m but a 1.2 demo is seen as much worse than Chicago Fire which gets 8m but a 2.0 demo. They care about the young skew over there, they'd happily cancel a show which gets 20m+ but only a 1.4 demo compared to a show that gets 6m and a 2.4 demo.

In that case, if BB was on the US with the ratings it does here, it'll be huge because as we see in the OP, it may not have the biggest of ratings but it skews younger than most shows and was higher up in social media than ratings beats like GBBO. In the US, Strictly would be seen as a bit of a flop because of the amount of older people who watch it compared to X Factor and IAC.

So, as long as BB/CBB has a sizeable chunk of 16-34 viewers, I don't think C5 would be too worried about it going lower.