The unexpected surge in popularity of "Heated Rivalry," a Canadian-produced series about closeted gay hockey players, has caught television executives off guard, despite modest initial viewership numbers. The show, which premiered on HBO Max in late November after being produced by Crave, a Canadian network, has generated a fervent fan base, particularly among young viewers.

The fervor surrounding the show was evident Wednesday afternoon in Midtown Manhattan, where a crowd of mostly young people gathered outside NBC Studios to catch a glimpse of Hudson Williams, one of the stars of "Heated Rivalry," who was scheduled to appear on "The Tonight Show Starring Jimmy Fallon." A security guard on the scene compared the crowd's intensity to that seen during a visit from Harry Styles at the height of his popularity.

While "Heated Rivalry" has not achieved the widespread success of streaming giants like "Stranger Things," "Bridgerton," or "The White Lotus," its impact has been significant. Its viewership ranks outside the top 15 streaming original series in the United States, but the show's passionate following has defied expectations. The series follows the on-ice and off-ice relationship of two hockey players navigating their careers and personal lives while concealing their relationship.

The show's success is reminiscent of the cult following that developed around the 1992 film "The Cutting Edge," which also featured a romance set against the backdrop of competitive sports. However, "Heated Rivalry" delves into themes of identity and societal pressures within the hyper-masculine world of professional hockey, resonating with a contemporary audience.

The first season of "Heated Rivalry" concluded two weeks ago, but the buzz surrounding the show continues to build. The appearance of Hudson Williams on "The Tonight Show" is expected to further amplify the show's reach and potentially drive more viewers to the series on HBO Max. The network has not yet announced plans for a second season, but the unexpected popularity of the show makes a renewal increasingly likely.