In the modern streaming era, a hit TV show does more than just garner views; it dictates playlists. We have seen it happen with Stranger Things, and now, the HBO Max and Crave romance drama Heated Rivalry is proving to be the latest kingmaker for music streams. The series, based on the novel by Rachel Reid, has triggered a jaw-dropping surge in popularity for specific tracks featured in its key scenes.
From early 2000s anthems to indie rock classics, the Heated Rivalry Spotify effect is real, and the numbers are staggering.
T.A.T.u.’s Massive Comeback
The most notable beneficiary of the show’s success is T.A.T.u.’s 2002 hit, “All The Things She Said.” The track was used as a needle drop during a pivotal moment in episode four, which aired on December 12. Since that release, the song has found a completely new audience.
According to data Spotify shared with The Hollywood Reporter, streams for T.A.T.u. have more than doubled on the platform, rising by 135% in the U.S. alone. While the song already boasts over 700 million total streams, “discoveries” of the track jumped by 200%, with Gen Z listeners accounting for 60% of these new fans.
However, the remix by British artist Harrison saw an even more astronomical rise. Following the episode, Harrison’s version experienced a 139,000% increase in global streams. The artist himself acknowledged the viral moment, commenting “Thank you everyone” on a Spotify post regarding the news.
Wolf Parade and the Sound of Emotional Climaxes
It isn’t just high-energy pop that is seeing a lift. Wolf Parade’s “I’ll Believe in Anything” has become the unofficial anthem for the show’s secondary couple, Scott Hunter (François Arnaud) and Kip Grady (Robbie G.K.).
The track soundtracked arguably the season’s most emotional scene: Arnaud’s character coming out as gay by kissing Kip on the ice after a championship win. This powerful moment resonated deeply with fans, causing global listens for the song to jump by 2,650% since the episode aired on December 19.
Boosting the Source Material
The Heated Rivalry Spotify effect extends beyond music. The series is based on Rachel Reid’s novel about rival hockey players Shane Hollander and Ilya Rozanov navigating a secret romance.
As viewers flock to the screen, they are also flocking to the audiobook. Spotify reports that audiobook streams for Heated Rivalry have increased by 1,500% in the last 10 weeks leading up to and during the show’s airing.
What’s Next for the Series?
Created by Jacob Tierney and showrun alongside Brendan Brady, the series was gaining traction online even before its premiere. Now, nearly four weeks post-debut, its cultural footprint is undeniable.
The first season concluded with its sixth episode on December 26 on HBO Max and Crave. However, the streaming numbers may see another spike soon, as the show is set to premiere on Sky in the U.K. and Ireland on January 10.
If the current trends are any indication, Heated Rivalry isn’t just a win for television; it is a massive victory for the artists lucky enough to be part of its soundtrack.
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