> At a Glance
> – Heated Rivalry debuted Nov. 28 on Crave and HBO Max, becoming an instant TikTok obsession
> – Fan edits of the gay hockey romance have racked up millions of views
> – Why it matters: The viral success shows how authentic fan content is reshaping entertainment marketing
TikTok’s HockeyTok community has found its newest obsession in Heated Rivalry, a Canadian series about two rival hockey players whose competitive relationship turns romantic.
The Show That Launched A Thousand Edits
Based on Rachel Reid’s book series, the show stars Hudson Williams as Shane Hollander and Connor Storrie as Ilya Rozanov. Since its November 28 debut, hundreds of fans have created tribute videos that have collectively earned millions of views.
**Amber Appelman, 24, from the Netherlands, makes viral edit videos and says the show’s emotional depth hooked her. “I’m nothing if not a yearner, and ‘Heated Rivalry’ had the yearning down.”
Fan Edits Become Marketing Gold
Social media compilations have evolved from niche hobby to powerful marketing tool.
- Studios now monitor what resonates authentically online
- Lionsgate hired 18-27 year-old editors globally after noticing Twilight nostalgia videos
- The strategy paid off for promoting Now You See Me sequel
Felipe Mendez, the Gen Zer behind Lionsgate’s decision, said fans appreciate feeling understood. “I’m in the same group chats as the fans.”
Community Impact Beyond Views
For many creators, the show’s gay love story represents something deeper.
Melissa, 19, a queer woman from a conservative town, said seeing the sex-forward gay series gain popularity “felt pretty important.”
Madeline Cavna, 26, from Maryland, was surprised by the “overwhelming positive attention” to her edits. “This unifying cultural moment about a fictional gay love story feels unbelievably healing,” especially during political shifts toward division.
Key Takeaways
- HBO Max has already renewed Heated Rivalry for season 2
- Fan edits influence what content young viewers choose to watch
- The format creates community for marginalized fans
- Studios increasingly collaborate with fan editors for authentic marketing
The series’ stars Williams and Storrie have become Hollywood favorites, with celebrities joining fans in celebrating the breakout hit.
