November 16, 2022
Kevin Costner’s popular Montana-based drama, “Yellowstone,” continues to resonate among viewers. More than 12.1 million people watched the season five premiere episode on Nov. 13. New data from Samba TV found that five million U.S. households watched first episode during the L+SD window — the largest scripted TV episode in 2022.
Midwestern cities over-indexed based on viewership. Of the top 25 largest designated market areas, St Louis, MO, over-indexed the most (+35%), followed by Cleveland, OH (+26%) and Pittsburgh, PA (+21%). By comparison, coastal cities like San Francisco, Los Angeles, and New York all under-indexed.
“‘Yellowstone’ continues to tap into the passions of a broad swath of viewers throughout the American Midwest hungry for western-themed genres that have been largely underrepresented on television in recent years,” Ashwin Navin, co-founder/CEO, Samba TV, said in a statement.
The series, which airs live on the Paramount Network, in addition to ancillary pay-TV channels, follows landowner John Dutton (Costner), who has been elected governor of Montana, and his family as they try to protect their property against outside interests.
The series premiered the same day as showrunner Taylor Sheridan’s other series, “Tulsa King,” starring Sylvester Stallone in his first episodic TV show on Paramount+.
“It is clear that Paramount and Sheridan have built a robust franchise with an engaged fanbase that appears to be paying strong dividends with each new show and each new season,” Navin said.