The Netflix Effect: How Streaming Gives Classic Shows Like Gilmore Girls and Friends a New Lease of Life

As the leaves begin to change and the air turns crisp, there's something undeniably magical about autumn—a season that calls for warm drinks, comfy jumpers, and, of course, rewatching our favourite shows. This October, I finally took the plunge into Gilmore Girls, and it didn’t take long to understand why it’s become a beloved staple for Gen Z. With everyone dubbing it “Gilmore Girls Season,” the small-town charm, endless cups of coffee, and the cozy vibe of Stars Hollow make it the perfect backdrop for this time of year. It feels as if the show was crafted to be enjoyed while curled up with a steaming mug, reflecting the warmth and nostalgia of the season.

It’s fascinating to think that shows like Gilmore Girls and Friends, which aired long before I could appreciate them, have become a significant part of my viewing habits. Conversations with friends often flow seamlessly from one Friends reference to another, creating a shared language that transcends generations. So, what makes these classic shows so timeless? Streaming platforms like Netflix have played a huge role, breathing new life into these shows and introducing them to new audiences.

While older content might seem destined to fade in a world of constant new releases, Netflix has mastered the art of keeping these series relevant. By tapping into nostalgia, they’re not just preserving classic shows but turning them into comfort viewing we return to time and time again—whether we’re wandering the streets of Stars Hollow or meeting up with our favourite group of friends at Central Perk.

The Comfort of Familiarity in the Binge-Watching Era

 

There’s something undeniably comforting about rewatching old shows, especially now when streaming allows us to binge-watch to our heart’s content. Classics like Friends and Gilmore Girls are more than relics of their time; they’ve become nostalgic escapes that we return to whenever we need a sense of familiarity. What used to be weekly viewings is now available anytime, deepening our connection with the characters and their stories.

This nostalgia-driven trend is backed by numbers. A 2023 Hub Research study found that 64% of streaming users aged 16-74 who discovered a new favourite show last year favoured an older series. There’s something satisfying about diving into a long-running shows with seasons of episodes ready to binge, offering a sense of stability amid the constant churn of new releases.

What makes these classic shows, so comforting is their simplicity. They take us back to a time without social media or the pressures of modern life. While still relatable, especially for those in their 20s, they offer just enough distance to create an escape from reality.

The Netflix Effect: Breathing New Life Into Old Favourites

Netflix's revival of older TV shows is a masterclass in marketing. With its vast global reach and data-driven algorithms, the platform doesn’t just stream legacy content—it breathes new life into it, introducing classics to new viewers and reigniting cultural conversations. Take Prison Break, for example, which amassed 1.6 billion minutes of viewing in the week of 5-11 August 2024, a staggering 111% increase from the previous week. Originally airing in the mid-2000s, its resurgence is a testament to Netflix’s ability to turn older series into hits once again.

It’s not just Prison Break; Suits also experienced a similar revival, generating 130 million hours of viewing within a month of arriving on Netflix. Interestingly, both Prison Break and Suits were previously available on other streaming platforms like Hulu and Peacock, but it wasn’t until they landed on Netflix that they became cultural sensations. This showcases the true power of Netflix’s reach and recommendation system—80% of content viewed on the platform stems from personalised suggestions, ensuring that the right shows meet the right audience at the right time, sparking binge-watching marathons.

Netflix knows the value of its licensed titles. By the second half of 2023, Gilmore Girls racked up over 45 million views, while Suits hit 144 million across nine seasons. This creates a unique opportunity for Netflix to combine new content with beloved classics, as seen with Gilmore Girls: A Year in the Life, the 2016 revival series that wasn’t just a nostalgic nod to long-time fans, but also introduced the show to a new generation.

As Alexis Bledel, who played Rory Gilmore, noted in an interview “So many people discovered the show on Netflix; it was like we got a whole new generation of fans from Netflix picking it up!” This highlights how Netflix doesn’t just archive old content—it actively revives it, creating a bridge between past and present for viewers of all ages. By reigniting excitement around timeless favourites, Netflix keeps these shows relevant and part of the cultural conversation for years to come.

Marketing Takeaways: Netflix and the Modern Product Life Cycle

From a marketing perspective, Netflix’s ability to extend the life cycle of classic shows offers valuable insights for brands across industries. Traditionally, products move through a life cycle—introduction, growth, maturity, and eventual decline. However, Netflix has pioneered a way to give older shows a life cycle extension, essentially creating a ‘rebirth’ phase. Through its data-driven recommendations and deep understanding of audience behaviour, Netflix turns once-forgotten series into viral sensations, blending nostalgia with fresh appeal to engage both loyal and new viewers.

A prime example is Gilmore Girls: A Year in the Life, a 2016 revival of the original Gilmore Girls series, which first aired from 2000 to 2007. By bringing this beloved show back to life with a modern twist, Netflix successfully reintroduced it to a new generation while reigniting interest from long-time fans. This strategy underscores the importance of using digital tools to capitalise on legacy content.

Brands can draw inspiration from Netflix by tapping into consumer nostalgia, reintroducing classic products to new markets, or even reviving discontinued products in response to shifting trends. In an age of constant change, there’s something comforting about the familiar. And for Netflix, that comfort is key to creating value from the past, while ensuring that classic shows can continue to find their place in the future.

Netflix’s approach showcases a modern, flexible version of the product life cycle—one that can extend well beyond the typical decline phase and breathe new life into what once seemed old or outdated.

And as for me? Now that I've finished Gilmore Girls, you can bet I’ll be back for another rewatch next autumn. In the meantime, there are plenty of other older series ready to make me feel at home.