The Golden Girls Won the Streaming Wars
I remember when I first became aware of the cult of The Golden Girls. I was an associate producer at the Discovery Channel, and my colleague was quoting the show. I was a few years older than her and had never watched the show, so I was lost (which made me uncomfortable because I pride myself on my pop culture knowledge). She talked about how this was the one show she and her roommates watched every day in college.
I was stunned. I never thought the show was very good, but something about these older women connected with a slightly younger generation. I had One Life to Live — they had The Golden Girls. More power to them.
Flash forward to 2025. I’m talking to my gym trainer about what new shows we’ve been watching. We compare notes on the latest true crime series (that stepmother is cray-cray) and binge-worthy programs (I joined the Resident Alien team a little too late). He then mentioned that his go-to comfort viewing is The Golden Girls.
Here it is again! Blanche, Rose, Dorothy, and Sophia! ✨
I asked him, between goblin squats and TRX pull-ups, what was so appealing about the series. He said it was familiar and fun. It took him away from his daily troubles. Those four sassy women made the world feel less… well, less.
I understood what he was saying. I have a regular rotation of familiar programs: Arrested Development, The Simpsons, The Great North, and—my absolute favorite—Bob’s Burgers.
How often do I watch the Belcher family? I told myself the entire “Flu-oise” episode during a 20+ minute neck CT scan. 🧠📺
So why are reruns of old shows like Grey’s Anatomy, Suits, The Big Bang Theory, and The Golden Girls so appealing?
There is science behind it. Numerous studies show that watching favorite shows on repeat fills many emotional and psychological needs. Researchers Russell and Levy concluded that:
Nobody questions when we listen to an album or a song repeatedly. And people revisit novels all the time. Why should television programming be any different?
It is different because streaming provides on-demand access to our comfort shows.
No longer do you have to run home from school to catch The Brady Bunch on Channel 20. You don’t have to schedule your lunch around Days of Our Lives. And you no longer have to lug your DVD catalog around everywhere.
Streaming delivers the drug right to you—anytime you want. 📲
The overwhelming majority of top streaming shows are reruns. Check out this list from USA Today—only two programs are new. Each series has a catalog of 30+ episodes. That’s a lot of time to zone out, feel comfort, and bask in the familiar.
What does this mean for producers like me?
I make long-form non-fiction shows that are unlikely to have the same appeal as a Sophia zinger. I also don’t create incredible content like highlight reels of children in small cars running over their parents. I can’t compete with that!
But I am a creator. I make programs that have an audience. And I’m not competing with The Office. They’re pizza; I’m artisanal beef jerky. 🧀🍕
I am competing with new narrative techniques, technology, and how we consume content. Like most creative forms, I have to adapt. I have to capture the viewer’s attention and keep them. I have to make them care.
So bravo to the longevity of The Golden Girls, Grey’s Anatomy, The Office, and all the other comfort shows.
I know Bob, Linda, Tina, Gene, and Louise bring me joy—no matter how many times I watch it.
And to that, I say: “Alright!!!”
