'Yellowstone' viewership on Peacock has increased by 26% since the show's recent broadcast debut on CBS.
Lo and behold: Viewership of “Yellowstone” between Sept. 17 and Sept. 27 grew by 26% compared to the previous 10-day period,Paramount Global imported “Yellowstone” to CBS for two reasons: to fill out its fall slate of scripted programming amid the Hollywood strikes, and to address previous research that revealed that 80% of CBS’ 200 million annual viewers had never watched it, despite that the Kevin Costner vehicle seemed like a fit for the network’s demographic.
But the broadcast debut of “Yellowstone” has also been lucrative for one of Paramount Global’s competitors: NBCUniversal, the parent company of Peacock. Though all of the “Yellowstone” spinoff series stream on Paramount+ and the only linear airings of the franchise have been on channels owned by Paramount, NBCU acquired exclusive streaming rights for the show in 2019 before the launch of Paramount+, a move that current Paramount CEO Bob Bakish has called “unfortunate.
But Paramount still hasn’t shut NBCU out. On Sunday, when viewers tuned in to watch “Yellowstone” on CBS, they were also sold a detour sign: The network sold ad space to NBCU, and aired an spot
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