The Power of Cultural Repetition

Why Familiar TV Shows and Movies Keep Winning in a Fragmented Media World

Ever wonder why we keep seeing the same stories, characters, and even fashion trends over and over again in pop culture? Welcome to the world of cultural repetition—a phenomenon that's been around forever but is now more important than ever in today's chaotic, fragmented media landscape. From the resurgence of '90s sitcoms on streaming services to viral TikTok dances or Instagram memes that never seem to fade, cultural repetition is the secret sauce behind some of the most popular content across TV, movies, music, and even social media.

What is Cultural Repetition?

Cultural repetition is basically the recycling of familiar ideas, stories, or aesthetics across media. It’s not just a quirky coincidence; it’s a well-oiled machine designed to keep us hooked. Think about it—how often do we see another Star Wars movie, a Marvel sequel, or a reboot of a '90s TV show like Friends or The Office? This isn’t just nostalgia; it’s a strategic move that taps into our preference for what we know.

In fact, newly published data from Sunset Lane Media shows that 27% of the 505 films (2022-2026) greenlit by studios and streamers were sequels, remakes or films based on existing properties. The numbers don’t lie—familiarity sells.

Familiarity Meets Profitability

Why does this work so well? Two big reasons: consumer preferences and economic efficiency.

1. Consumer Preferences: People love what they know. Audiences feel comfortable with recognizable content, whether it’s a beloved character, an iconic storyline, or a familiar setting. It’s the same reason why TikTok is flooded with clips from classic shows like Friends or The Office—these snippets of familiarity are comforting in a sea of new content. And it's not just on social platforms. FAST channels like PlutoTV have entire sections dedicated to reruns, feeding this demand for rewatchable content.
2. Economic Efficiency: Cultural repetition offers companies a strategy that minimizes risk while maximizing reward. Why take a chance on untested ideas when you can revitalize, reimagine, or reproduce proven successes? By reimagining or rebooting established brands and stories, entertainment companies can save both time and money while delivering exactly what audiences desire. This approach is evident in Hollywood’s heavy reliance on franchise films, such as Star Wars and the Marvel Cinematic Universe, as well as in the music industry, where a remarkable 70% of streamed songs are older tracks. A prime example of this trend is country legend Willie Nelson, who covered the Flaming Lips' iconic song "Do You Realize??" for The Time of the Wild West project. This collaboration breaths new life into a beloved classic and showcases the enduring appeal of familiar music.

The Everywhere Effect: TV, Music, and More

Cultural repetition isn’t just in TV and movies—it’s everywhere. Let’s break it down across different forms of media and industries:

• Movies: Many of 2024’s top-grossing films are sequels, remakes, or part of established franchises, such as Deadpool vs. Wolverine, Inside Out 2, and Twisters. Later this year, Mufasa: The Lion King is set to hit theaters, a prequel to the beloved 1994 classic The Lion King. Additionally, the much-anticipated Wicked movie is set for release, a film adaptation of the hit Broadway musical, which itself is based on Gregory Maguire’s 1995 novel—a great example of how cultural repetition spans multiple forms of media.
• TV: From reality juggernauts like The Bachelor and Love Island to an expanding slate of superhero shows, familiar formats and beloved characters dominate today’s entertainment landscape. Notably, 2023 has seen the top-streamed shows primarily consist of library titles, with eight of the top ten shows falling into this category. Classics like the 30-year-old sitcom Friends and the 24-year-old Gilmore Girls are capturing the attention of a whole new generation of viewers, including Gen Z and Gen Alpha, many of whom weren’t even born when these shows originally aired. The success of Wednesday on Netflix, driven by the familiarity of the Addams Family franchise, exemplifies how nostalgia can fuel interest in new content. Similarly, The Last of Us, based on the immensely popular video game, has found success by tapping into a well-established narrative that resonates with both gamers and newcomers alike. Even long-running series like Grey's Anatomy, which has been captivating audiences for 19 years, continue to draw viewers with their compelling characters and dramatic storytelling. This trend highlights cultural repetition, as these familiar stories resonate with both new and returning audiences. FAST platforms like Tubi and Pluto TV have capitalized on cultural repetition, too, offering dedicated channels that allow viewers to binge-watch iconic series. For example, Pluto TV hosts an entire channel devoted to Three’s Company, making it easier than ever to relive classic TV moments and indulge in the comforting familiarity of past favorites.
• Music: Ever notice how many pop songs are actually covers or sample tracks from older hits? Tracy Chapman’s Fast Car released in 1988 was recently successfully revived by Luke Combs, and 70% of the songs streamed today are old favorites, according data  from Luminate (fka MRC, 2022). The music industry has also been doubling down on buying up publishing rights to older catalogs, betting big on the lasting appeal of classic tracks. Bob Dylan selling his catalog to Universal Music Group for more than $200 million in December 2020. From Sony’s $1.27 billion purchase of Queen’s catalog to Bieber’s $200 million catalog sale to Hipgnosis, multi-million-dollar music deals have been making headlines over the past few years.
• Literature: Even books, our most "original" form of storytelling, are no stranger to cultural repetition. Many of the best-selling books of all time are classic titles, repeatedly read, reinterpreted, and adapted across generations. From Don Quixote to The Lord of the Rings, these familiar narratives continue to resonate with new audiences. And let’s not forget the countless film and TV adaptations of beloved books, such as Harry Potter and The Hobbit. In publishing, success is often found by tapping into a timeless story or popular series that readers love to revisit.
• Fashion: Just look around—1980s & 90’s trends are back (again)! From high-waisted mom jeans, cropped cardis to slip dresses, fashion is a constant cycle of cultural repetition, with each decade making a comeback every few years.
• Food & Beverage: Restaurants and brands often bring back discontinued menu items or recreate classic recipes to tap into consumers’ nostalgia, such as the resurgence of retro soda flavors or limited-edition fast food items like the McRib.
• Social Media: On platforms like TikTok and Instagram, cultural repetition is a key part of viral trends. Whether it’s remixing a popular meme, recreating a viral dance, rewatching parts of TV shows, re-editing film trailers or riffing off a trending sound, users are constantly recycling and repurposing content in new ways. It’s cultural repetition in real-time.

Familiarity Factor: The Goldmine of Media

All this repetition isn’t just by chance—it’s driven by what we call the familiarity factor. The recognizable elements of a show, character, or even a meme increase the likelihood that people will engage with it, whether it's re-watching Friends for the tenth time or jumping on the latest TikTok trend featuring a nostalgic clip like last year’s surge of Suits or Ugly Betty moments. In today’s fragmented media landscape, where attention is pulled in every direction across endless platforms and content choices, the familiarity factor has become a powerful tool for capturing and keeping audiences.

At a time when viewers can choose between thousands of options on dozens of platforms, having that instant connection, that recognition—whether it’s the face of a beloved character or the sound of a familiar song—makes all the difference. Media companies are keenly aware of this, as evidenced by the massive investment in content that taps into that familiarity reflex.

What’s Next?

As content continues to multiply across streaming platforms, social media, and beyond, the role of cultural repetition is only going to grow. Recognizable content will continue to serve as an anchor for audiences overwhelmed by too many choices. The key to future success in media will be finding the right balance between the old and the new—leveraging the power of familiarity while keeping things fresh.

So next time you hit play on that Friends rerun or catch yourself humming along to an oldie but goodie, just remember: you’re part of a cultural phenomenon that’s here to stay. And the media industry knows it too.

Cultural repetition isn’t just nostalgia—it’s a powerful force that has shaped the past, continues to shape the present, and will define the future of media, keeping us connected to the stories, songs, and trends we love, time and time again.