The Rise of ‘Comfort TV’: Why Low-Stakes Entertainment is Winning in a High-Anxiety World
Nearly 70% of Americans report feeling stressed or anxious on a daily basis, a figure that’s steadily climbed in recent years. It’s no surprise, then, that a counter-programming trend is taking hold in television: the rise of “comfort TV.” Shows like Apple TV+’s Stick, with its familiar underdog sports narrative and the reliably charming Owen Wilson, aren’t trying to dissect geopolitical crises or explore the darkest corners of the human psyche. They’re offering something increasingly rare – a chance to simply feel good. And that’s proving to be a powerful draw.
Beyond Peak TV: The Fatigue of High-Stakes Drama
We’re living in the era of “Peak TV,” a landscape saturated with content vying for our attention. But alongside the sheer volume comes a growing sense of fatigue, particularly with shows that relentlessly prioritize tension and trauma. Series like Severance, The Last of Us, and The White Lotus – critically acclaimed and widely watched – demand emotional investment and often leave viewers feeling drained. While these shows undoubtedly offer artistic merit, they represent one end of the spectrum. Audiences are increasingly seeking an alternative, a palate cleanser from the constant barrage of high-stakes narratives.
Stick and the Appeal of Familiar Formulas
Stick, starring Owen Wilson as a washed-up golf prodigy finding redemption through coaching, deliberately leans into familiar tropes. The “Ted Lasso meets Happy Gilmore” comparison isn’t accidental; it’s a signal to viewers that this is a world they already understand, a story they can easily slip into. This isn’t about groundbreaking television; it’s about reliable entertainment. The show’s success hinges on its ability to deliver a predictable, yet satisfying, emotional arc. This predictability isn’t a weakness; it’s a feature. It allows viewers to relax and enjoy the ride without the anxiety of constant plot twists or shocking revelations.
The Psychology of Comfort Viewing
The appeal of comfort TV taps into fundamental psychological needs. Neuroscience research suggests that predictable narratives activate reward centers in the brain, releasing dopamine and creating a sense of pleasure. This is particularly valuable in times of stress, as it provides a temporary escape from real-world anxieties. Furthermore, shows featuring positive relationships and acts of kindness can trigger the release of oxytocin, often referred to as the “bonding hormone,” fostering feelings of connection and well-being. As Dr. Sherry Turkle, a professor at MIT, notes in her work on technology and society, “We look to technology to help us feel less alone, and sometimes, that means seeking out stories that reaffirm our belief in human connection.” [Link to Sherry Turkle’s work on MIT Press]
The Apple TV+ Strategy: Building a ‘Feel-Good’ Brand
Apple TV+ appears to be strategically capitalizing on this trend. Following the success of Ted Lasso, the platform has continued to invest in comedies and heartwarming dramas like Shrinking and The Studio. This isn’t a coincidence. Apple is actively cultivating a brand identity associated with positive, uplifting content, differentiating itself from competitors who often prioritize darker, more complex narratives. This strategy is likely driven by data indicating a strong demand for this type of programming, particularly among subscribers seeking a respite from the negativity of the news cycle.
Looking Ahead: The Future of Low-Stakes Entertainment
The rise of comfort TV isn’t a temporary fad; it’s a reflection of a deeper cultural shift. As anxiety levels continue to rise, the demand for low-stakes entertainment will likely grow. We can expect to see more shows and movies that prioritize character development, positive relationships, and feel-good storylines. This doesn’t mean that high-stakes drama will disappear – there will always be an audience for compelling, challenging narratives. However, the market is clearly expanding to accommodate a wider range of emotional needs. The future of television isn’t just about telling important stories; it’s about telling stories that make us feel good. The success of shows like Stick demonstrates that sometimes, the most radical thing you can do is simply offer a little bit of joy.
What kind of “comfort TV” are you craving right now? Share your favorite feel-good shows in the comments below!