This article explores the concept of ‘queerbaiting’, a term employed by media fans to criticise homoerotic suggestiveness in contemporary television when this suggestiveness is not actualised in the program narrative. I confront the negative connotations of the term and point to the agency of audiences, using the practices of ‘slash fans’ within the Merlin fandom as my case study. I trace definitions of queerbaiting in recent scholarly work and suggest comparison with another term, ‘hoyay’, which has more positive connotations. My central argument is that as this concept begins its inevitable permeation into academic work, worth considering are the queer readings that ‘queerbaiting’ in fact make possible, even plausible, which is an understanding of the term that is in line with the ‘poaching’ and ‘playful’ spirit of media fandom.