Why Gen Z and Gen Alpha are feasting on TV comfort food

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John Campbell leads advertising sales for streaming services at Disney. Outside of work, he coaches his daughter’s second-grade basketball team and was recently curious about what shows the players liked to watch.

In a recent interview, Campbell shared that when asked, eleven of thirteen girls identified ‘Hannah Montana’ as their favorite show. The Disney series, which starred Miley Cyrus and ended in 2011, aired before any of his current players were even born.

Campbell was happy with the choice of a Disney show, but it wasn’t unexpected given the strong interest in classic Disney content he’d been observing from advertisers.

A new study by National Research Group revealed that most TV viewers – 60% – are watching shows from streaming libraries, not current broadcasts. This trend is especially true for younger generations, with 40% of Gen Z saying they enjoy rewatching older shows for a sense of comfort and nostalgia. Even Disney has found that a significant portion – 25% – of kids’ favorite programs are over a decade old, having been created before 2010.

Though critics often praise the latest shows, younger viewers – Gen Z and Gen Alpha – are actually watching older programs that were popular on traditional TV before streaming became common. They’re also enjoying classic holiday movies and specials, even when watching them on regular television.

Campbell noted that people often seek comfort and relaxation, particularly during the holidays.

With more TV advertising shifting to streaming services, Disney is benefiting from the current popularity of older shows. They’ve noticed that younger audiences, like Gen Z, are enthusiastically watching classic series such as “How I Met Your Mother,” “Modern Family,” and “Golden Girls.”

Because “Scrubs” and “Malcolm in the Middle” are doing so well on Hulu and Disney+, the company is making new versions of both shows, and advertisers are excited to sponsor them. Disney is also collaborating with advertisers to create retro-style commercials that will air during classic movies on their streaming services and TV channels.

Younger viewers are attracted to what they see as the straightforwardness and funny moments in older shows, according to Kavita Vazirani, a research executive at ABC News Group and Disney Entertainment Networks. She explains that this type of programming is simply enjoyable and creates a shared experience for people to watch with loved ones.

Hollywood Inc.

The classic western starring James Arness continues to attract both longtime fans and new viewers on streaming services like Peacock, Paramount+, and Pluto TV.

It’s common for young people to enjoy older TV shows. Generations before often watched classic programs like “The Brady Bunch” and “I Love Lucy” as reruns, especially when there weren’t many channels available.

Today’s viewers have so many options with streaming and cable TV. One media executive, who couldn’t be named publicly, mentioned research showing that teenagers and young adults are increasingly watching older sitcoms and dramas from the early 2000s, as they feel those shows were created with them in mind.

Back then, the WB Network (which later became part of the CW) was known for teen dramas like “Gilmore Girls” and “Dawson’s Creek.” Meanwhile, the Disney Channel was incredibly popular. And “Friends,” a show that offered a perfect vision of young adult life in the city and remains a streaming favorite, was the most-watched show on television.

Recent research from UCLA’s Center for Scholars & Storytellers, called “Teens and Screens,” shows a growing desire for realistic stories among young people aged 10-24. In 2025, 32.7% said they wanted to watch content that felt personal and reflected their own lives. This is a shift from the previous year, when fantasy stories were the most popular choice, and now rank second.

But another reason young viewers are digging into the vaults is volume.

A recent UCLA survey found that “Stranger Things” is the most popular show with the age group studied. The Netflix series has a total of 42 episodes spread across five short seasons.

As a big fan of TV, I’ve noticed something cool. When a younger viewer discovers an older show – one of those that used to run for a full season of around 22 episodes – they can really get hooked and watch for hundreds of hours! It’s amazing how much content there is when shows used to be made like that, and binge-watching becomes a serious time commitment!

Philo’s chief marketing officer, Nii Mantse Addy, explained that the streaming service has many seasons of shows available to watch, and viewers can generally watch them in any order they prefer. Philo has also noticed a significant increase in people watching older programs.

Addy explained that watching familiar shows reduces stress because you don’t have to spend time deciding what to watch. They offer a comfortable and predictable experience, letting you relax and enjoy something you already know will lift your spirits.

Company leaders note that rewatching favorite shows offers a break from the anxiety many young people feel while using social media, a trend that increased during the COVID-19 pandemic.

Social media isn’t just about sharing what’s new – it’s also helping people find older shows and movies. For example, fans are sharing reactions to classic episodes on TikTok, and online communities and podcasts dedicated to rewatching programs are sparking renewed interest in them.

According to Vazirani, social media has been key in bringing classic TV shows to a new generation, thanks to things like memes and popular video clips. He compares it to how people used to chat around the water cooler at work – it’s now where these shows get rediscovered and discussed.

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2025-12-23 14:02