During times of uncertainty, it’s natural to seek comfort and familiarity. Rewatching the TV shows and movies we love the most, particularly those from a simpler time, can make us feel better.
Nostalgia is powerful. We love to return to our favourite TV from times past. It’s why Netflix reportedly paid $100m for the right to stream Friends for another year, more than a decade after the final episode of that series aired.
According to our Video-on-Demand Evolution 2024 report, our latest study of Canadians’ TV streaming habits, streamers are routinely rewatching shows and movies – in fact, on average, they’re spending almost a fifth (18%) of their TV viewing time watching shows and movies they’ve already seen.
Why is rewatching TV content so popular among Canadians, and what do advertisers need to know about this behaviour?
The majority of Canadians rewatch TV programmes and movies
According to the Video-on-Demand Evolution 2024 survey, seven out of 10 streamers are watching TV shows or movies they’ve already seen. As a group, rewatchers skew younger: 76% of those under 35 spend any time rewatching content, compared to 69% of 35-54s and 64% of those aged 55+.
One of the great things about streaming is that many of the shows we might have grown up with are so readily available. Research by YouGov found that most American TV watchers cited the accessibility of streaming services as a reason for rewatching TV programmes. But the reasons for rewatching often also involve fulfilling an emotional need.
Streamers rewatch TV content for comfort, to recharge, or to avoid disappointment
According to the same YouGov survey, streamers more often rewatch TV shows because the content is funny, brings the viewer comfort, or has relatable characters. The three most rewatched genres are comedy, drama and action.
The reasons for rewatching are many, but often relate to tapping into a feeling of wellbeing (not just to ensure you caught every last detail in the latest episode of a hit drama series). People rewatch TV programmes and movies for the following reasons:
Familiarity and comfort: During uncertain times, people tend to seek out the familiar, and settling in to watch an old favourite lets streamers do just that. Further research has shown that rewatching TV programmes and films can promote a sense of belonging. In our Video-on-Demand Evolution 2024 survey, we found that a fifth of Canadians worry about being lonely or alone. The characters on the screen can feel like actual friends, in interactions known as parasocial relationships. Such relationships, although one-sided, can make the streamer feel less lonely.
To recharge: Research has also shown that people feel their energy is restored after rewatching TV shows. Removing the need to make a decision about what to watch by revisiting something tried and true can be replenishing.
To avoid disappointment: Each time they turn on the TV, streamers are faced with a decision: what to watch? At the end of the day, when decision fatigue has set in, the most appealing option for the streamer can often be to stick to what they know. This way, they can’t be disappointed with their choice – it’s a phenomenon known as the status quo bias. The streamer is likely to enjoy the show just as much as they did when they first watched it – the majority of respondents in the YouGov study reported enjoying watching shows again about as much as they did the first time.
Streamers buy merchandise related to their favourite shows
Another important factor to note is fandom. Those streamers most invested in a series or movie franchise are likely to watch again and again, and their enthusiasm for the show may influence what they buy.
The YouGov survey found that one in five viewers have bought merchandise related to a TV show. In another example of popular TV content inspiring purchase activity, after the premiere of Squid Game in 2021, Vans saw a 7,800% rise in sales of its white slip-on shoes. Our survey from last year found that nearly two-thirds (62%) of Roku users believe they will engage with their favourite TV shows or movies – beyond the screen – in the future.
How to make an impression with the comfort viewers
When considering ad offerings in the context of nostalgia and fandom, it’s worth noting that about half (48%) of streamers under the age of 35 prefer when the tone of a TV ad matches the programme they’re seeing it in. About the same proportion (47%) said that they’re more likely to pay attention to ads that either reflect, or are relevant to, their mood.
As we understand our streamers on an individual level, having built up a complete picture of who they are and what they like to watch, brands advertising with Roku can deliver ads that are context-appropriate and so more likely to engage with the streamer. Roku has visibility of the streamer’s omnichannel journey, so although they might be watching their favourite show for the third time, they won’t be seeing the same ad over and over.
Source: Roku VOD Evolution 2024. Canadian adult internet users. Base: All respondents/ all streamers/ non-streamers (2,036 / 1,535/ 501).
