A new sports romance on HBO Max is asking for your full attention. Heated Rivalry, a show about two rival hockey players in a secret romance, is more than a hit with viewers. Industry watchers say it is actively challenging a major trend in modern TV watching: the habit of casual, distracted viewing where shows play in the background while people scroll on their phones. This shift is part of a bigger plan by HBO to stand out in a crowded streaming world by focusing on shows people feel they must watch carefully.
What Is Casual Viewing and Why Are Shows Designed for It?
The idea of “casual viewing” grew from the massive amount of content available. With so many options, a common trend is to try to finish a series quickly or to have it on as background noise while doing other things. This habit became so normal that it started to influence how shows were made. Screenwriters for some major streaming services have reported getting notes from executives telling them to have characters say out loud what they are doing. This was to help viewers who were not watching the screen to still follow the story.
HBO Max’s strategy with shows like Heated Rivalry is different. The company’s CEO, Casey Bloys, explained the thinking. He said trying to compete directly with Netflix by offering a huge volume of everything for everyone was a mistake. Instead, HBO is returning to its roots as a “premium layer” of television.
“In retrospect, we can all see that the streaming industry’s race for volume, years ago, found many brands losing their identity,” Bloys said. He described Netflix today as “the basic cable” and stated HBO’s goal is to provide “must-have truly unique programming”.
How Heated Rivalry Demands Your Full Attention
Heated Rivalry, based on Rachel Reid’s popular Game Changers book series, follows hockey stars Shane Hollander (Hudson Williams) and Ilya Rozanov (Connor Storrie). Their secret relationship unfolds over years, filled with intense romance and personal struggle.
The show breaks the casual viewing trend by relying on subtle, quiet moments to tell its story. Key story points are communicated through looks, small gestures, and emotional scenes without dialogue. For example, a major turning point in their relationship happens in a gym when Ilya simply offers Shane a drink from his water bottle. Other important scenes show the characters supporting each other with a hidden touch under a table during a tense interview.
The show’s approach to intimate scenes also requires viewer focus. Intimacy coordinator Chala Hunter worked to make every moment feel authentic to the characters’ journey. She explained that the scenes are not just about passion but are crucial to the emotional story.
“The sex is such a big part of the emotional, physical, and psychological journey that these characters go through. It’s true to human experience,” Hunter said. She noted that portraying “queer joy and queer sex and not insinuating or implying it on screen is rare”.
Fan and Critical Reaction to the Show’s Depth
The show’s commitment to this detailed storytelling has been a major point of praise. Fans and critics have highlighted how the series balances steamy romance with genuine emotional weight.
On social media, viewers have celebrated the adaptation for staying true to the spirit and heat of the books. Author Vee Taylor wrote online that the show is “proving (again) that romance readers show up. We want adaptations that keep the spice, tension, heat & the emotional punch from the books… not watered down versions”.
A review for Philly Gay Calendar praised the show for not ignoring the real-world stakes of a gay relationship in professional hockey, while still delivering a satisfying romance. The show has also sparked broader conversations about representation and the portrayal of LGBTQ+ relationships on screen.
The Bigger Picture: HBO’s Strategy in the Streaming Wars
Heated Rivalry is not an accident but a key example of HBO’s refined strategy. After years of trying to compete directly with Netflix on volume, Warner Bros. Discovery is sharpening its focus. The company even rebranded its streaming service from “Max” back to “HBO Max” to emphasize its premium identity.
The plan now involves a clear mix of programming:
- HBO Originals: Prestige shows like The White Lotus and Euphoria.
- Major IP Tentpoles: Big franchises like Game of Thrones and Harry Potter.
- Max Originals: Shows like Heated Rivalry and The Pitt that are designed as high-quality, cost-efficient series with more episodes to encourage regular viewing habits.
This strategy responds to a changing media landscape. Data shows that streaming viewership has officially surpassed broadcast and cable television combined. In this crowded market, HBO is betting that quality, attention-demanding shows will help it grow while other services struggle.
New episodes of Heated Rivalry are released on HBO Max. The first season has six episodes.
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