Why we can't get enough: The surprising psychology behind rewatchable TV shows

Time of India

22-05-2025

How comfort, familiarity, and nostalgia keep us coming back — again and again.
In an era flooded with endless new series and movies, it might seem odd that viewers often return to the same shows time and again.
Why do millions willingly rewatch familiar stories instead of chasing novelty? The answer lies in a fascinating mix of neuroscience, emotional psychology, and social dynamics — all of which reveal that rewatching is far from a mindless pastime.
It's a deeply ingrained human behaviour rooted in comfort, connection, and cognitive ease.
The brain's love for familiarity and predictability
At the heart of our rewatching habits is the psychological principle known as the 'mere exposure effect.'
First identified by psychologist Robert Zajonc in the 1960s, this effect explains that people tend to develop a preference for things simply because they are familiar with them. New shows demand mental effort as viewers learn characters, follow plots, and anticipate twists. But with a show you've already seen, the brain shifts gears.
The cognitive load lightens, triggering the release of dopamine — the brain's reward chemical — not just from novelty, but from predictable and satisfying patterns.
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This explains why iconic comedies with familiar jokes and catchphrases become addictive on repeat viewings.
For example, the awkward charm and laugh-track timing in The Office (JioHotstar) reward viewers with a sense of anticipated humour, creating a comforting cycle of enjoyment. Its setting — a mundane workplace filled with offbeat personalities — reflects a world that's absurd yet safe. Characters like Michael Scott and Jim Halpert feel like old friends, and their arcs don't demand emotional strain but provide gentle humour and soft predictability.
The brain delights in this familiar rhythm, turning reruns into a pleasurable mental 'warm blanket.'
Emotional regulation through narrative safety
Life's unpredictability often leaves us craving emotional stability, and rewatching offers precisely that. Returning to a show where the story arcs resolve as expected provides a reassuring sense of control and closure. This can be particularly soothing during stressful periods, offering emotional respite.
Shows like How I Met Your Mother expertly balance humour with heartfelt moments, giving viewers predictable emotional highs and lows. Its structure — with one narrator recounting the journey of finding love — offers viewers a sense of closure even as it embraces meandering storylines. The show captures the essence of young adulthood and friendship in urban life, echoing shared experiences and choices. Knowing that conflicts will be resolved and characters will find happiness offers psychological reassurance and mood regulation.
Parasocial bonds: Friends we invite into our lives
Rewatching also strengthens parasocial relationships — one-sided emotional connections with fictional characters. These relationships fulfil social needs, especially in times of isolation or loneliness. The familiarity of these 'virtual friendships' can be deeply comforting. This phenomenon is so powerful that a 2015 study in the journal Psychology of Popular Media Culture found that viewers who developed strong parasocial bonds with TV characters were more likely to rewatch episodes, especially during times of personal upheaval.
Ensemble casts such as those in Friends (Netflix) or the reality-driven drama of The Kardashians invite audiences into ongoing, intimate social worlds. Friends, in particular, taps into the idealised phase of life between adolescence and full adulthood — where relationships, jobs, and apartments are still fluid. Each character brings a distinct but relatable energy, making it easy to emotionally anchor oneself to the group.
Viewers often rewatch episodes to reconnect with these characters who feel like familiar companions, easing feelings of solitude.
The streaming paradox: Over choice drives familiarity
In today's streaming landscape, the sheer volume of available content often overwhelms viewers, leading to decision fatigue. When faced with endless new options, many naturally gravitate back to familiar shows. Platforms' features like 'Continue Watching' and curated watchlists make it easy to revisit beloved series without the stress of choosing.
This trend is evident with long-running favourites such as Grey's Anatomy, which keeps viewers engaged with its familiar emotional arcs. Its mix of medical drama and soapy personal relationships creates dependable storytelling beats. Despite the evolving cast, it offers continuity, which makes returning feel like picking up a conversation with an old friend. Likewise, despite a vast array of international content, Modern Family consistently holds its position as the top trending show among the platform's international offerings.
The show's success lies in its multi-generational, mockumentary-style warmth — it celebrates family with wit, heart, and zero high-stakes drama. Such enduring popularity highlights how trusted comfort picks continue to dominate viewer attention amid the content deluge.
Cultural nostalgia and social connection
Rewatching favourite shows also strengthens cultural identity and facilitates social bonding. Shared fandom creates a common language — whether quoting memorable lines from Modern Family or reminiscing about iconic Friends moments.
These shows become rituals that unite viewers across generations and geographies. Through social media, watch parties, and casual conversations, rewatching fosters community, belonging, and collective nostalgia.
Expert insight
Clinical psychologist Nikhila Deshpande explains, 'Most of the time, when you're rewatching a show, it's a sign of anxiety. New content often triggers emotional highs and lows — it starts with dopamine and oxytocin as you connect with characters but then leads to cortisol when they go through intense problems.
Today's web series are made with more dark, gory, and hard-hitting themes, which can feel overwhelming if you're already dealing with stress or unpredictability in life.
In that case, you'd rather revisit shows from a time when things felt lighter — college days, childhood — because you know what's going to happen, and that predictability gives a sense of control. Sitcoms especially help, because you know you'll laugh, and you don't have to think too much.'
Her perspective reveals that rewatching isn't just about comfort — it's a psychological response to anxiety, offering familiarity, emotional safety, and a temporary sense of control in an otherwise unpredictable world.
Conclusion: Rewatching as a meaningful psychological ritual
Rewatching favourite TV shows is a complex, multi-dimensional behaviour that intertwines neurological reward, emotional comfort, social needs, and cognitive simplicity. In a content-saturated world full of uncertainty, these familiar narratives provide stability, joy, and a sense of belonging. It's no surprise that shows like The Office, How I Met Your Mother, and Friends continue to attract devoted audiences who find solace and connection in revisiting familiar stories.
Ultimately, rewatching is not just a habit — it's human nature.
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