Oof, I've seen that happen...although in my experiences it's not because a character is a unlikeable jerk, it's because they barely even qualify as a character. :T A hollow shell, a collection of basic tropes holding up a "Protagonist: Please Like Me" sign, that provokes me to hatred not because their behavior offends me, but because the writers offend me by implying that I'm stupid and tasteless enough to take an interest in a character simply because they tell me to.
It happens WAY more often than I'd like; at this point, I'd probably be genuinely intrigued by a character that was rude and mean and horrible, because at least they'd be something...
The first thing that comes to mind is actually kind of the exact opposite of your experience, where the character in question was so sweet and kind and nice and selfless and humble that I just could not give a damn.
I don't want to talk about the media...all I'll say is that it was an extra story DLC for a video game remaster I was really looking forward to, only to be mortified by the slow realization that they decided this new story didn't require actual writing. ¯_(ツ)_/¯ Just boring lore dumps, and constant praise heaped onto this new character who feels like he came out of nowhere, telling us what a brave soldier he is, and how much he lost in the war and how sweet and cheerful he is despite it, and how talented and amazing he is...
...30 minutes in, I stopped watching the playthrough, and months later I haven't been able to make myself go back. =/ I'm 99.99% sure there is nothing they could do with that "character" that they haven't already done better with an actual character in the original story...someday I'll probably be bored/morbidly curious enough to find out, but I don't know when that day will come.
I think these strategies are just two sides of the same coin when it comes to misguided character writing...like, "wanna make the audience love this person? Either (a) make them a flawless angelic paragon that can never do anything wrong, or (b) make them such a rotten pit of selfishness that the audience is primed to "relate" to them, feel "subversive" and cool for liking them, and/or wait for the inevitable character arc to transform them into a flawless angelic paragon that can never do anything wrong!"
And for those who are used to characters with...well, depth, it's really frustrating to watch. :T
I feel like a lot of writers seem to struggle with the concept of engaging the audience; maybe it's due to modern media trends prioritizing audience members who are on their phones and only half-paying attention (gee, maybe they aren't paying attention because the media is uninteresting...ever heard of a self-fulfilling prophecy) but I've noticed an uptick in writers just 'advertising' what a character is supposed to be and do, and waiting to see who takes an interest...rather than presenting naturally interesting questions or obstacles for that character to involve themselves with.
I don't want a story about an "adventurer", I want a story about a character that goes on an adventure. Unfortunately, a lot of writers seem to think those are the same thing. =/