The Hunt for the Next Heated Rivalry Is Not That Simple

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Since the release of the popular hockey romance Heated Rivalry on HBO Max three months ago, publishers have been actively submitting similar book ideas. One TV executive who scouts books for adaptation notes that literary agents are bringing sports romances back into the conversation. He recently received a pitch for a male-male tennis romance described as a blend of Heated Rivalry and the movie Challengers. While he’s cautious about projects that seem to be simply copying the show’s success, he’s willing to consider them. He jokes that he hopes the show doesn’t inspire a wave of poorly conceived projects, even if it means he’s wrong about the trend.

Casey Bloys, the head of content at HBO and HBO Max, hadn’t come across the book the show is based on, but he has a strong warning for other television executives considering similar projects: don’t try to copy it. He believes trying to create another romance centered around a different sport, like baseball or football, would be a mistake. Bloys acquired the U.S. rights to the drama last year because it felt original and new. Now that over 11.5 million viewers have watched it, he argues that quickly releasing a bunch of similar sports romances would be a bad idea. He says it’s something that can’t be easily duplicated, pointing to the many unsuccessful sitcoms about attractive young people that appeared after the success of Friends in 1994. He emphasizes that would be the wrong approach to take.

Hollywood executives were surprised this winter by the quick success of a show created by Jacob Tierney, and they’ve been trying to figure out why it resonated with viewers. Unlike Netflix’s early bet on House of Cards, which was based on data from their DVD rental service, Heated Rivalry became a hit despite not showing any potential in the data. Justin Stockman, a content executive at the Canadian streamer Crave, says they believed in the show “in a very non-logical way.” While data will still be important for future programming decisions, many in the industry feel Hollywood has relied on the same formulas for too long, creating a “highly tech-y, corporate, clinical” environment among streaming services. One veteran agent notes that this has led to widespread “fear and anxiety” and a resulting inability to make bold decisions.

I truly believe now is the moment to recapture the magic we saw in shows like Lost and Desperate Housewives from the early 2000s. Those series were so innovative and groundbreaking, yet still hugely popular, and I’d love to see that happen again. If we could bring back that kind of quality and appeal, it would be amazing!

An industry source familiar with the upcoming tennis romance novel says their team is changing how they look at potential book ideas because of the success of Crave. Instead of trying to create their own sports romance stories from scratch, they’re now focusing on finding existing communities of passionate readers, especially within more specialized book genres. This is how they and others believe the search for the next hit like Heated Rivalry will unfold:

There Will Be More Naked Romance …

Romance is often included in TV shows, but it’s typically combined with more attention-grabbing genres like thrillers or horror to attract a wider audience. One experienced studio executive explains that shows usually present romance alongside another main genre. However, with Heated Rivalry, the creator, Tierney, insisted on keeping the focus purely on romance, staying true to the original story. According to the executive, the show wholeheartedly embraced the romance genre without apology.

Stockman explains that he and his team intentionally allowed the show’s creator, Tierney, to pursue his vision without compromising it for wider appeal. “We didn’t try to force it to be something it wasn’t,” he said. He describes the show as a journey from initial attraction to deep love, designed to captivate viewers with desire, hold their attention with yearning, and ultimately leave them feeling satisfied. He emphasizes that no one attempted to simplify or dilute the show’s core concept, allowing it to unfold naturally. As one executive from a competing streaming service put it, “The show’s greatest strength is its straightforwardness.”

I’ve been hearing from the team that we’re actively looking for more romance stories! We’ve been telling everyone who pitches us ideas that this is what we want, but we haven’t been getting enough submissions. Apparently, other platforms have said the same thing. We’re hoping our new show, Heated Rivalry, will change that. We want to see everything – from traditional romance publishers like Harlequin, to young adult stories, and even edgier, more modern romance that fits the vibe of Heated Rivalry.

… and Explicit Hooks

Crave allowed the core idea of Heated – a simple love story – to stay true. However, industry experts think the show became popular because of the surprising combination of words people used to describe it. A studio executive explained that a show needs a unique and easily understandable premise to stand out. When someone described it as a “gay-hockey romance,” it immediately grabbed their attention. With so much content available, that unexpected hook is what made people want to tune in and see what it was all about.

According to HBO’s Bloys, while getting people to try the show was important, what really kept viewers hooked on Heated was its honest portrayal of Shane and Ilya’s intensely passionate, yet tender, relationship. He explains that the show – and the books it’s based on – uniquely combined explicit sexuality with genuine sweetness, something rarely seen on television. “You usually get one or the other,” he notes. Bloys believes the show’s success demonstrates a simple lesson: offering something truly new can be incredibly effective. Creator Stockman adds that the first season’s satisfying conclusion played a key role. Unlike many queer romances where characters are punished for their relationship, Heated allowed Shane and Ilya to simply be happy together, which contributed to the show’s appeal.

IP Won’t Need to Be Blockbuster to Become Blockbuster.

Movie and TV studios often have teams dedicated to finding popular books – sometimes even before they’re released – to adapt into successful shows or films, like Netflix did with People We Meet on Vacation. However, with Heated Rivalry, things were different. Rachel Reid’s Game Changers book series already had a dedicated fanbase, but it didn’t become a major publishing success with multiple New York Times bestsellers until the show gained popularity. A studio executive specializing in book adaptations notes that there’s usually a lot of competition for books with significant financial backing from publishers or agents. That’s why the success of Heated Rivalry, based on a book that didn’t initially have a large platform, is particularly noteworthy.

According to this executive, the show’s popularity is creating new opportunities for Hollywood studios to find and develop content. He explains that it allows them to consider projects they might have previously overlooked, moving beyond just the latest trends. The success of Heated has also boosted their internal development efforts and led to deals that weren’t possible even recently. They’ve been able to leverage the show’s success to gain traction on projects they previously couldn’t get off the ground, and even secure rights to books identified after the show became popular.

Tiny Budgets Won’t Turn Anyone Off.

There’s been a lot of discussion about how little HBO paid for the U.S. streaming rights to Heated – less than $600,000 per episode. But the show itself was also made very cheaply compared to most streaming programs. Producer Brendan Brady recently said the budget was well under $3.6 million per episode. According to HBO’s Casey Bloys, Jacob Tierney created a fantastic show on a shoestring budget, especially considering Bloys has overseen shows like House of the Dragon, which can cost $15 to $20 million for just one hour.

I’ve been really impressed watching Casey Bloys steer HBO Max. He seems determined to find and create shows that think a little more like traditional TV – focusing on what actually works. One example is The Pitt, which delivers a surprising 15 episodes a year without breaking the bank – it’s been a real success story! And then there’s Heated, which they picked up, and it just reinforces what Bloys believes: big budgets don’t guarantee a hit. He puts it perfectly: just because a show costs a fortune doesn’t mean it’s good, and a low budget doesn’t automatically make it bad. It’s a great reminder that you can create compelling shows at any price point, and they can all be fantastic.

A seasoned development executive emphasizes the importance of being financially sensible when creating shows. She often tells writers that aiming for lower production costs is a smart strategy. “If a show costs $10 to $15 million per episode, it needs to be a massive success to justify the expense,” she explains. “But a show costing $3 million per episode has more breathing room – even moderate success can lead to renewal and a chance to build a following, like we saw with Heated Rivalry, which unexpectedly became a hit.”

It’s Balms Away.

Let me tell you, Heated isn’t just creatively strong thanks to Tierney and Crave – the timing of its release was brilliant. Pushing the premiere to late 2025 proved to be a smart move. It meant the show could ride the wave of increased holiday viewing, and crucially, it gave people the time they needed to actually watch all the buzz it was getting online. As one development executive from a major streaming service told me, it launched at the absolute perfect moment – when everyone’s really in the mood for a good romance.

Several industry insiders believe the success of Heated stems from a desire for uplifting content in a challenging world. As one executive put it, current events are overwhelming, and viewers are seeking shows that offer an escape. While dark and complex stories still have a place, people are also craving hope and wish fulfillment. Another executive agreed, stating that television should provide a break from reality, and shows that deliver on that promise will attract an audience. Heated Rivalry succeeded because it was simply joyful and fun – qualities many viewers are looking for right now.

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2026-02-27 19:05