ITV Big Brother fans divided over housemate who is 'uncomfortable to watch'

Big Brother viewers are split over one housemate who's been branded 'uncomfortable to watch'.

Newcomer Lilly has sparked a debate among fans after just 24 hours, veering between adorable and off-putting.

She is part of the group initially assigned to a team of non-housemates on the live launch consigned to a storage space brimming with mementoes from previous series.

Lily's very first night saw her snort in the diary room when talking about "attractive boys" also entering the house.

She also belched at the camera while cheekily saying 'bless me', stirring up a reaction online where some dubbed her 'a bit much', reports .

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Social media chimed in, as one viewer wrote: "Lily is A LOT! ! She's going to be the marmite this season." (sic)

Another agreed, commenting: "I fear Lily is trying too hard to be iconic it's icky." (sic)

Meanwhile, speculation abounds on how long Lily might stay, with a comment stating: "Lily is uncomfortable to watch because it's like watching a child in the house."

Yet, some fans are beginning to root for her, with one declaring: "Best housemate this year! I'm officially on The Lily Bandwagon."

She is growing on some fans and quickly becoming a firm favourite as one fan posted: "Lily counting to 60 for no reason whatsoever is something I never knew needed in my life. "

Sunday night marked the comeback of Big Brother with a fresh slate of contestants set for Britain's most noted abode.

Hosted by and , the live event revealed 16 vibrant personalities prepped to spend months cut off from the outside.

Big Brother continues tonight at 9pm on ITV2 and ITVX followed by Big Brother: Late & Live at 10pm.