‘Heated Rivalry’ and the boom in gay romance stories

As the holiday season approached last year, Margaret Hecox had the perfect gift in mind for her grandmother.

The 23-year-old introduced her grandmother to “Heated Rivalry,” a popular Canadian TV series depicting a love story between two male hockey players. Hecox watched the show with her grandmother and recommended it to friends and family.

“I knew she would enjoy the show,” Hecox remarked. “And she did.”

This grandmother-granddaughter pair is just one example of the many women who have become fans of books, shows, and movies featuring love stories between two men.

While this genre, commonly known as “yaoi” or “boy love,” has been around for years, the success of “Heated Rivalry” has propelled it further into the mainstream, especially among straight American women, according to consumers and experts interviewed by CNBC.

On TikTok, the hashtag “fujoshi” has been used in over 900,000 videos, indicating a growing interest in this type of content among female fans. Google searches related to the yaoi fandom saw a significant increase in the U.S. last year, highlighting the subgenre’s rising popularity.

“This is women embracing a genre they’ve been passionate about for a long time,” explained Shampaigne Graves, a consultant and podcast host focused on women consumers. “It’s not a new trend, but rather something that women now feel comfortable discussing and sharing with each other.”

All the things she said

HBO Max, the U.S. streaming platform that airs “Heated Rivalry,” reported that about two-thirds of the show’s viewers are women. During promotional events for the series, the creators and actors were frequently asked why they believed the show resonated so strongly with women.

“‘Heated Rivalry’ has sparked the interest of straight women who want more of this content,” noted Emily Sarre, a social media content creator who openly expressed her admiration for the show.

The demand for male-to-male romance content extends beyond “Heated Rivalry” to other productions. Films like “Call Me By Your Name” and “Red, White & Royal Blue” have garnered significant female viewership, indicating a growing interest in diverse romantic narratives.

Nielsen data revealed that nearly 70% of viewers of “Call Me By Your Name” in the first quarter of 2026 were women. Similarly, “Red, White & Royal Blue” attracted a majority female audience, with 61% of viewers being women.

According to Lionsgate, women accounted for 60% of viewers for “The Perks of Being A Wallflower” since the beginning of last year, highlighting the appeal of same-sex romance stories among female audiences.

The next ‘Twilight’?

Female readers have increasingly gravitated towards male-to-male romance books by authors like Rachel Reid, with platforms like Fable seeing a surge in interest. Titles such as “The Song of Achilles” have also gained popularity, indicating a significant shift in reader preferences.

While exact sales data by gender may be challenging to track, anecdotal evidence suggests that a large portion of male-to-male romance readers are straight women, according to Jennifer Bokal, president-elect of the Romance Writers of America.

Bokal observed a significant presence of “Heated Rivalry” merchandise at the BookCon convention, indicating the show’s rapid rise to popularity. She likened the show to franchises like “Fifty Shades of Grey” and “Twilight,” noting its potential for long-term success.

Despite the unconventional nature of male-to-male love stories for women, these narratives resonate due to the emotional depth they offer. Many female readers are drawn to the intense emotions portrayed in this genre, using words like “yearning” to describe their connection to these stories.

“These books showcase the kind of love and romance that everyone deserves, regardless of gender,” remarked Gianna Saad, a 30-year-old avid reader of male-to-male romance novels. “There’s a profound emotional depth in these books that resonates with readers.”

Showcasing diverse stories

Female-centric fan bases have played a crucial role in promoting these male-to-male romance titles, leading to their mainstream success. Authors like Rachel Reid have seen their novels top the charts on platforms like Scribd, signaling a shift in reader preferences towards male-to-male love stories.

Streaming platforms like Amazon have reported significant success with titles like “Red, White & Royal Blue,” which drove new subscriptions and became a popular romcom on Prime Video. As producers look to capitalize on the success of “Heated Rivalry,” viewers can expect more on-screen gay love stories, particularly among athletes.

Industry experts like Tom Nunan emphasize the importance of producing authentic and diverse stories that resonate with audiences, particularly women who make up a significant portion of scripted entertainment viewers. Shows like “Heated Rivalry” serve as a reminder of the richness of storytelling and the value of authentic representation on screen.

While these male-to-male romance releases have garnered widespread acclaim, LGBTQ+ advocates caution that overall representation of the community on screen is decreasing.

GLAAD reported a decline in LGBTQ+ inclusive films and TV shows, signaling a need for more diverse and authentic representation in media. While the success of “Heated Rivalry” is encouraging, there is still work to be done to ensure equitable representation across all media platforms.

‘All I can think about’

Not all male-to-male love stories cater exclusively to women, as evidenced by series like “Heartstopper” and films like “Love, Simon,” which have garnered a male-skewed viewership. However, there is a growing interest in this genre beyond heterosexual women, with diverse audiences finding resonance in these narratives.

As the popularity of male-to-male romance continues to rise, it serves as a testament to the power of storytelling and the universal appeal of love in all its forms.