This is kind of an odd fish. The creepiness and scares are generally great (the casting of the creepy old lady couldn't have been better, for instance) but tonally it's a bit off in places, especially because of the musical cues.

The first half of the (first?) season is particularly guilty of doing this weird shift between "slightly quirky family/reunion drama" and genuine horror. The cop, for instance, is introduced like some kind of goofy oddball who's a big fan of Emma's books but then this is never touched on again. I also found the page-turning/chapter screens visually out of place, too; even though it's obviously about a novelist, it felt a bit too (again tonally) frivolous. This seems to happen less as the series goes on but it bugged me, especially as the horror bits were genuinely great so detracted from the overall impact, in my view.

Overall, certainly worth a watch but I hope that, if there is a second series, they play it much more like a straightforward horror.