Comfort TV shows—why do we watch the same things again, and again… and again?

Ever find yourself flipping to Friends for the hundredth time, or hitting play on The Office even though you know it line by line? Don’t worry—us too! Comfort TV shows are a universal experience. We all have a show that makes us feel warm and fuzzy, particularly after a tough day.

Why do we rewatch the same movies and shows? Well, there’s a science to it, and an art! Let’s see what we can learn for our creative projects. And while we’re at it, we’ll share some of our favorite comfort TV shows and movies. You might just find a new thing to watch… and watch… and watch!

Remember Saturday morning cartoons as a kid on weekends or the school holidays? The feeling sticks with us, and it’s not just because cartoons are awesome—it’s also because that experience is part of our formative years.

Nostalgia can be good for us… in healthy doses! It bumps our mood, can reduce stress, and can even be part of an experience we share with others, making us feel connected! When life is stressy, our brains want something familiar, and that’s why we reach for the Gilmore Girls in the fall or watch Home Alone for the billionth time at Christmas.

Creator tip: Nostalgia can be a goldmine—think about how big brands like Netflix and Disney have leaned into throwbacks. Could your next project tap into the power of nostalgia?

Watching a familiar show just feels easy, doesn’t it? You don’t need to concentrate—you can fully relax. If you watch something new, your brain is working to process new information, understand plot lines, and remember characters. When you watch an old fav, on the other hand, your brain already knows what’s coming, and that can be very comforting!

This is actually called the mere-exposure effect, where sometimes we can like (or dislike) something just because we already know it well!

Creator tip: Think about how familiarity plays a role in your creative project. Repetition doesn’t have to be boring—it can be used in powerful ways! That’s why brands use consistent logos, colors, and messaging. The trick is balancing the old with the new.

It doesn’t matter if we often watch comfort TV shows alone—lots of shows and movies have a cult following because people just love to talk about them, quote them, and even make memes about them! There are entire online communities dedicated to sharing their favorite moments of a show, and we just love to have a language to share and bond over, whether that’s with old friends or new people over the internet.

Creator tip: Tapping into existing fan cultures can boost engagement. Think about reaction videos, remixes, or a creative take on a classic scene.

The ultimate feel-good sitcom. Although a few bits of it have dated poorly, we love Friends because it’s like hanging out with old… pals. The cozy coffee shop, the funny and lovable characters (not you, Ross)—it just makes us feel like everything is gonna be okay.

It doesn’t matter whether you favor the UK original or the longer-running US remake: The Office is dry-humored and ridiculous, which is oddly comforting. Also, there’s the slow-burn romance in both versions that gives us some instant serotonin.

Parks and Rec is like a gentler, goofier version of The Office. Leslie Knope’s optimism keeps us going, and the whole show is a guaranteed mood booster.

The fast-talking mother-daughter duo, a gorgeous small town with a whimsical name, endless cups of coffee? We’re in. Again, and again. On autumn nights, Gilmore Girls is like a cup of hot chocolate tucked up under your best blanket.

Michael J. Fox is effortlessly cool, there’s time travel, and best of all, those sweet 80s vibes. A great adventure with tons of heart that never gets old no matter how many times we turn to it. Great Scott!

More great ‘80s nostalgia: Ferris Bueller’s Day Off is all about skipping out on responsibilities and living your life. We can get behind that, over and over!

Clueless is a stylish, endlessly quotable teen comedy. The outfits are iconic, and let’s face it, the soundtrack absolutely slaps.

We can’t get enough of this classic adventure movie. Who didn’t want to grab a treasure map and a group of friends to go exploring with when they saw this for the first time? Hey you guys, we’ll never sleep on this ‘80s classic.

Knives Out has been out long enough now for it to become one of our favorite rewatches. Daniel Craig is sublimely bonkers as Benoit Blanc, and it really doesn’t matter about knowing whodunit—it’s the kind of movie that’s just as fun on the second, third, or tenth watch!

So, what does this mean for you as a creative? If you’re designing graphics, writing scripts, or even putting together social media campaigns, you’ll be able to find inspiration in the comfort TV shows we all love to rewatch.

People want to want more! Try to channel that into your work through cliffhangers, easter eggs, or arcs in the story you’re telling. It works for TV, so why not for other creative projects?

Comfort TV shows and movies are about more than just entertainment (though that‘s a big part of it!). They make us feel nice, and sometimes even feel seen. We long to be reunited with our beloved characters—even our favorite hot villains!

Whether it’s a nostalgia-inducing adventure like The Goonies, a feel-good comedy like Parks and Rec, or a cleverly crafted mystery featuring hilarious accents and knitted jumpers like Knives Out, these shows become a part of our lives and of who we are. And we’re not shy about hitting replay for the millionth time.

In between binge rewatches, be sure to check out our articles on Black Mirror’s practical effects, creative lessons from the 2025 Oscars, and cinema by zodiac.