Reruns have become a staple of television programming for a variety of reasons. In the opening paragraphs, we’ll provide quick answers to some key questions about why reruns continue to be popular among viewers and networks.
What are the benefits of reruns for networks?
Reruns provide several advantages for television networks:
- They are inexpensive – Networks don’t have to pay for new scriptwriting, shooting, editing, etc. They just need to pay for the broadcast rights.
- They fill airtime – Reruns provide ready-made content to fill holes in the broadcast schedule.
- They attract consistent viewership – Popular shows often draw reliable viewer numbers even in repeat broadcasts.
- They provide revenue through syndication – Networks can sell the rights to air reruns of shows after their initial run.
What are the benefits of reruns for viewers?
Reruns also offer some advantages for television viewers:
- They allow viewers to watch favorite episodes again – Viewers can enjoy beloved moments and characters over and over.
- They provide a comforting viewing experience – The familiarity of a rerun show can feel relaxing and nostalgic for viewers.
- They offer an escape – Reruns allow audiences to immerse themselves in a familiar fictional world.
- They provide exposure to missed episodes – Viewers who missed past episodes get a second chance to see them.
How have viewing habits for reruns changed over time?
While reruns have been around since the early days of television, viewing habits have shifted over time:
- From appointment viewing to time-shifting – Audiences used to watch reruns when they were broadcast but now record/stream them to watch later.
- From limited access to on-demand – Viewers couldn’t watch reruns easily before but now have instant access through streaming.
- From predictable rotations to nonlinear – Networks no longer have set rerun cycles, allowing more unexpected rediscovery.
- From routine rewatches to occasional nostalgia – Reruns used to be continuous background noise for some but are now selectively sought out.
How have networks adjusted syndication strategies?
As viewer behavior has changed, networks have adapted their syndication approaches:
- Shortened rerun cycles to increase scarcity/value
- Offered streaming and on-demand access to capitalize on time-shifting
- Focused rerun programming on nostalgia-oriented channels
- Developed rerun deals with companies like Hulu and Netflix
Networks now have to balance reruns across broadcast, cable, streaming, and syndication windows to maximize revenue.
What types of shows get rerun the most?
Certain genres tend to air in reruns more frequently than others:
- Sitcoms – Comedies like Friends or The Office have very repeatable episodes.
- Procedural dramas – Shows like NCIS or Law & Order are formulaic and episodic.
- Kids animation – Cartoons like Scooby-Doo or Tom & Jerry are constantly rerun for new generations.
- Comfort food TV – Nostalgic shows like I Love Lucy or The Brady Bunch air for decades.
These rerun-friendly genres tend to be inexpensive to produce and have broad, lasting appeal to audiences craving familiarity.
How have streaming and on-demand services impacted reruns?
Streaming has significantly disrupted the traditional rerun model:
- On-demand access has reduced scarcity, making reruns less special.
- Binge-watching has replaced ritualistic rewatches for some viewers.
- Recommendation algorithms curate new discoveries over old favorites.
- Original streaming content now competes with reruns for audience attention.
However, platforms like Netflix still rely heavily on licensed rerun content to fill out their libraries at a low cost.
Percentage of content on major streaming services that is acquired rather than original
| Service | Percentage Acquired |
| Netflix | 80% |
| Hulu | 55% |
| Amazon Prime | 67% |
| Disney+ | 92% |
So while reruns may no longer dominate broadcasts, they continue to have value in expanding affordable content libraries on streaming.
How have changing social habits impacted reruns?
The rise of social media and second screen viewing has also shaped rerun culture:
- Social platforms enable communal viewing of shows when aired.
- Fans revisit and discuss old episodes via hashtags and viral clips.
- Streaming services promote trending/popular reruns.
- Nostalgic hashtags like #ThrowbackThursday drive reruns as shared social currency.
Reruns now often provide shared touchpoints for fan engagement vs. just isolated background noise.
Most tweeted about reruns in 2022
| Show | Number of tweets (millions) |
| Friends | 12 |
| The Office | 8 |
| Seinfeld | 5 |
| South Park | 3 |
These social media favorites demonstrate the enduring cultural impact of reruns.
Conclusion
Reruns have been a pillar of the television business for decades, providing cost-effective programming that draws consistent audiences. While viewing habits have shifted in the streaming era, reruns continue satisfying viewer nostalgia and networks’ need for proven content. Social media has even fueled new communal rerun viewing. So while reruns may air differently today, their fundamental appeal remains strong across generations of TV fans looking for a cozy blast from the past.