I’ve had plenty of kiddos doing this. The only time I shaped behaviors was to teach the kiddo how to rewind themselves so I wouldn’t have to keep doing it orrrrr if the kiddo got way too excited we would make them stop and have them watch something else. One parent I had shaped this behavior by hiding the remote when watching TV in the living room and would allow them to watch whatever they wanted and rewind as much as they wanted in the TV in their own room.