How ‘Bridgerton’ and ‘Heated Rivalry’ Revived TV’s Lost Spice for Gen Z

Sex appeal is making a comeback.

For a while, there seemed to be a trend of diminishing sexual content in media, partly influenced by a perception that Generation Z preferred less explicit content. However, the popularity of “Heated Rivalry” and the resurgence of “Bridgerton” suggest a revival in on-screen intimacy.

Vanessa Coffey, an experienced intimacy coordinator with credits in “Outlander” and “House of the Dragon,” has noticed this trend herself.

Coffey explains that the presence of intimacy coordinators like herself helps actors feel confident about taking risks, which in turn reassures the audience that what they’re watching is ethical and integral to the narrative.

She references her projects, including the British series “Rivals,” “Euphoria,” and the movie “Wuthering Heights,” as examples where sensuality thrives effectively and tastefully.

The debate over the portrayal of intimacy has been ongoing.

A notable 2023 study revealed that 51.5% of Gen Z participants preferred seeing less sexual content and more platonic relationships on screen.

Over the past decade, blockbuster superhero movies, which focus heavily on action and less on intimate encounters, have dominated cinemas. A 2021 commentary famously described the genre with the phrase, “Everyone is beautiful and no one is horny.”

Yet, this year marks a shift.

While superhero films continue to perform well at the box office, such as 2025’s “Superman” which grossed over $600 million worldwide, audiences are also showing a strong interest in more sensual stories. For instance, “Sinners” featuring Michael B. Jordan, and “Wuthering Heights” starring Margot Robbie and Jacob Elordi, have also achieved significant commercial success, with many steamy scenes that contributed to their appeal.

A standout moment this year was the debut of “Heated Rivalry” on HBO Max, which became a sensation. The series stars Hudson Williams and Connor Storrie as professional hockey rivals with a passionate off-ice relationship, quickly turning its cast into stars, surpassing 10 million viewers, and becoming HBO Max’s most-watched acquired scripted series ever.

According to Coffey, the series has been a major draw. She notes that audiences crave realistic and sometimes romantic portrayals of intimacy.

Brooke Haney, another intimacy coordinator with experience on productions like “Mayor of Kingstown” and “Ponyboi,” recalls her time as an acting professor at Marymount Manhattan College. She observed that her Gen Z students valued honesty and authenticity above all.

Haney praises the authenticity found in shows like “Heated Rivalry” and “Bridgerton”. For example, in “Bridgerton” Season 4, the character Francesca discusses her challenges with sexual satisfaction, and “Heated Rivalry” offers a genuine depiction of queer relationships, which is often rare in mainstream media.

Despite previous concerns about the representation of intimacy on screen, it appears to be thriving, according to industry experts.

Haney believes that today’s audiences are looking for innovative and genuine depictions of intimacy, not just gratuitous content.