What's happened
A popular TV series based on Rachel Reid's novel has become a cultural phenomenon, especially in Russia where homosexuality is illegal. The show, which depicts a secret relationship between two hockey players, has gained high ratings and popularity despite official bans and anti-LGBTQ+ laws. Its success highlights shifting perceptions and underground viewership in Russia, while also boosting actor fame and Olympic participation.
What's behind the headline?
The show's viral success exposes a complex cultural dynamic. While officially banned, underground viewership in Russia demonstrates a significant desire for representation and normalization of LGBTQ+ relationships. The high ratings on Kinopoisk suggest a disconnect between government policies and popular sentiment. The series' international recognition, including its role in the Milan Olympics torch relay, signals a potential shift in cultural discourse. However, the Russian government's strict censorship and legal repression indicate that this visibility remains risky and clandestine. The show’s popularity among Russian viewers may gradually influence public perceptions, but systemic legal and social barriers will likely persist, limiting official acceptance. The actors' participation in the Olympics underscores how entertainment can intersect with political and cultural symbolism, potentially fostering greater awareness and empathy over time.
What the papers say
The Independent highlights the show's underground popularity in Russia, emphasizing its role in normalizing LGBTQ+ discourse despite legal restrictions. It notes that the series has received an 8.6 rating on Kinopoisk, surpassing traditional favorites like 'Breaking Bad' and 'Game of Thrones.' Conversely, the NY Post focuses on the show's impact on Western audiences, especially its influence on adult content consumption, with searches for hockey-related adult material soaring by over 600%. Both sources underscore the show's cultural reach—The Independent from a political and social perspective, and the NY Post from a pop culture and entertainment angle—illustrating how a single series can challenge societal norms and ignite global conversations about LGBTQ+ representation.
How we got here
The series, based on Reid's 'Game Changers' books, premiered in November 2025 and quickly became HBO Max's top-rated show. It follows a decade-long secret romance between Canadian Shane Hollander and Russian Ilya Rozanov, blending explicit scenes with emotional storytelling. Its popularity surged globally, especially in Russia where LGBTQ+ content is banned, leading to underground viewership and high ratings on Kinopoisk. The show's success coincides with increased visibility for LGBTQ+ issues amid Russia's ongoing political repression and anti-LGBTQ+ laws, which have intensified since Russia's invasion of Ukraine in 2022.
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