How did Heated Rivalry’s Producers Make Their Massive Hit?

Summary of How did Heated Rivalry’s Producers Make Their Massive Hit?

by New York Magazine

42m•February 7, 2026
Listen to Episode

Overview of How did Heated Rivalry’s Producers Make Their Massive Hit?

This Pivot (New York Magazine / Vox) bonus episode features Kara Swisher interviewing Jacob Tierney (creator/director) and Brendan Brady (executive producer) of the surprise Canadian hit series Heated Rivalry. The conversation covers why the show resonated culturally, how it was financed and produced on a low budget, the creative and managerial choices behind its tone and style, industry pushback they faced, and what the team plans next.

Key takeaways

  • Heated Rivalry’s success comes from presenting unabashed queer joy and romance (and early, unapologetic sex) in a way many audiences—especially romance readers—haven’t widely seen onscreen.
  • The show was produced very efficiently in Canada: six episodes shot in 36 days, directed by Jacob Tierney, with tight schedules and an ensemble, collaborative approach.
  • Financing combined a Canadian broadcaster license fee, provincial/federal tax credits, a distribution advance, and the producers reinvesting their own fees — and the producers retained the IP.
  • Retaining IP allowed long-term upside (merchandise and backend revenue) and was a critical strategic choice for the producers.
  • The makers see AI as a useful tool for administrative/production tasks (scheduling, budgeting, prep) but not as a creative replacement for writers/directors.

Numbers to know

  • Budget: just under CAD 3 million per episode.
  • Shooting schedule: all 6 episodes shot in ~36 days; block-shot like a single movie.
  • Typical Canadian financing sources: broadcaster license fee (~20–30%); provincial + federal tax credits (~20–30%); distribution advances/other equity for the remainder.
  • HBO/other outlets acquired territory rights (often with right of first refusal on future seasons).

Production, financing and IP strategy

  • Canadian system: producers typically retain underlying IP (unlike many U.S. deals). Broadcasters provide a license fee but do not own the IP.
  • Financing mix for Heated Rivalry:
    • Crave (Canadian streamer) provided a license fee.
    • Provincial and federal tax credits reduced the budget gap.
    • Bell Media (Crave’s parent) and a distribution partner provided additional advance funding.
    • Jacob Tierney and Brendan Brady reinvested nearly all of their producer fees to close the final ~10% of the budget.
  • Because producers own the IP they can monetize long-term: merchandise, international sales, backend revenue.
  • Shooting and cost discipline: condensed schedule, block-shooting all episodes, fewer hours per day (to avoid overtime and protect crew welfare), and writing episodes before prep helped contain costs without compromising production value.

Creative approach and show DNA

  • Core creative choice: foreground queer desire, romance and "joy" over trauma—presenting an aspirational, romantic fantasy that resonates especially with women-romance readers and queer audiences.
  • Direction philosophy: Jacob describes his approach as “anti‑fascist” — rejecting the perfectionist, top‑down directing model. He prefers to trust actors, avoid excessive takes, and be open to surprising performances.
  • Script and prep: all episodes were completed before prep and shooting, allowing efficient, coherent block shooting.
  • Tone and audience: the show leans into "yearn"—tension, longing, and looks—so it requires attention (and rewards it), which distinguishes it from “phone-and-watch” programming.

Cultural impact and audience dynamics

  • Filled a gap: viewers responded strongly to seeing queer characters having a frank sex life and romantic joy—story beats often denied or punished in past media.
  • Built-in fanbase: the show tapped into a large romance-reading audience that had been underserved on screen—women were a primary audience for the source material and the series.
  • National pride: the show became a Canadian cultural export; Canadian leaders acknowledged the project as a win for local cultural industries.
  • Distribution strategy: sold territory-by-territory to platforms like HBO (Sky in the UK, etc.), typically as acquisitions with options on future seasons.

Industry context, challenges and pushback

  • Early rejections: many executives (in both Canada and the U.S.) resisted the concept—notes included misguided requests (e.g., “needing a female entry point”) or worries about sex content. The producers trusted the IP and audience, and refused to dilute the core.
  • Budget pressure: contemporary TV budgets have ballooned, but this show demonstrated production alternatives with smaller spend and smarter scheduling.
  • Consolidation concerns: producers worry about fewer outlets and mergers (e.g., acquisitions in the U.S.) limiting creative options and bargaining power.
  • AI: viewed as useful for administrative tasks (scheduling, budgeting, prep) and reducing friction—but not as a substitute for creative authorship.

Future plans and commercial opportunities

  • Seasons: a second season (and beyond) is being planned; a standalone special was discussed but undecided—logistics depend on what the team can physically accomplish in the next year.
  • IP exploitation: the team is building merchandise and exploring additional projects from their production company.
  • New development: the producers have multiple projects in development (example pitched on the show: The King is Dead — an action-comedy set in the 1700s from Indigenous writer Tim Fontaine).

Notable quotes / insights

  • On why the show connected: “The show did…present queer joy. That’s the thing…people are surprised by and that has hit people.”
  • On directing philosophy: “I would rather be surprised by an offering from an actor than control every last aspect of their performance.”
  • On IP: “For a hundred years, this business was run on the idea that creators…got to own and benefit from what they did for their entire lives. And I think that’s something worth fighting for.”
  • On AI: use as a tool “for creators, not as the creative engine behind things.”

Practical lessons for creators and indie producers

  • Consider retaining IP where possible — long-term upside through merch, licensing, and backend revenue can outweigh bigger upfront checks.
  • For short serialized runs (6–10 episodes), writing episodes before prep enables block shooting, efficiency, and cost savings.
  • Keep shoot days reasonable (limit overtime) to protect departments and avoid budget blowouts.
  • Trust your audience and the IP’s core: don’t over-sanitize or reshape a story to appease notes that misunderstand the target fanbase.
  • Use AI to reduce production friction (scheduling, budgeting, data tasks), but protect creative authorship.

Bottom line

Heated Rivalry succeeded because it trusted its source material and audience, delivered an emotionally resonant portrait of queer romance and desire, and combined creative bravery with disciplined, efficient production and a smart financing/IP strategy. The team’s approach—creative trust, producer ownership of IP, and production discipline—offers a practical indie playbook for getting bold, resonant content made without blockbuster budgets.