The Science of Social Surrogacy: Why We Can’t Stop Rewatching Comfort Shows

For many, revisiting beloved television series like The Thick of It, Ugly Betty, Blackadder, Derry Girls, or Peep Show is a go-to remedy for stress, but the reasons behind this habit run deeper than mere relaxation. A phenomenon known as “social surrogacy” suggests that these comfort shows serve as emotional stand-ins, fulfilling our innate need for connection even when real-world interactions fall short.

According to research published in the *Journal of Experimental Social Psychology*, one-sided relationships formed with TV characters can provide a genuine sense of belonging. The study explores how individuals, when facing loneliness or social isolation, turn to media—such as music, books, or television—to satisfy their social needs. Through four experiments, researchers demonstrated that rewatching favorite programs can act as a buffer against negative emotions.

The first study found that participants were more likely to engage with their preferred shows when feeling lonely, and that doing so alleviated those feelings. The second revealed that people who experienced social rejection discussed their favorite series in greater depth. A third experiment showed that thinking about cherished shows could protect self-esteem and mood from the impacts of relationship threats. The final study indicated that simply reflecting on a comfort show reduced loneliness. Crucially, these effects were specific to shows with which viewers had established an emotional bond, not to general television consumption.

This research highlights how technologies often perceived as isolating, like television, can unexpectedly promote social well-being. As the authors note, “seemingly asocial human technologies can actually serve a social function,” offering a lifeline during times of disconnection.

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