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This is the paradox of the modern content landscape. We have more access to independent, bizarre, and challenging art than ever before—Brazilian psychedelic horror, experimental Polish animation, avant-garde Cambodian rap. It is all two clicks away. Yet, most of us will re-watch The Office for the seventeenth time.

The Infinite Scroll: Why We Keep Coming Back to the Familiar Vixen.16.08.17.Kylie.Page.Behind.Her.Back.XXX.1...

We tend to think of entertainment as an escape to somewhere new . But the data suggests we are actually looking for somewhere safe . This is the paradox of the modern content landscape

Look at the top of any streaming chart on a given Monday morning. You will likely see a pattern: a reboot of a 90s sitcom, a superhero sequel, a true-crime docuseries using the same ominous font as the last three you binged, or a fantasy adaptation of a book series you read a decade ago. Yet, most of us will re-watch The Office

In the ecosystem of popular media, novelty is the bait, but nostalgia is the hook.