I didnt get scared much with Evil Within. Especially near the ending.
It is as if the game didnt know whether to be a Resident Evil 6 action packed game or a Silent Hill. The pacing was a mess.
I think the weird pacing is what worked the most for me. Normally with horror games, the facade of horror eventually slips away and I end up playing quite mechanically.
But I could never settle into any kind of a groove with The Evil Within. Only the first one though. The second, although I enjoyed it, ceased to be scary quite quickly. It was consistently tense, but nothing really kept me uncertain.
That said, The Evil Within was very pulpy a lot of the time, like Clive Barker's work, which seemed to be a heavy inspiration. It lacked the sophistication of Silent Hill 2. And especially PT, which had the deathly uncertainty of The Evil Within but the sophistication of Silent Hill.
It's difficult to achieve both, and I'm not convinced the horror of PT could've been sustained for the length of a full game. I think you either have to go the direction of a haunted house roller coaster (The Evil Within) or a mature story (Silent Hill 2.)
The Medium appears to be the latter, which excites me, as Silent Hill has been dead in the water for a long time now.