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‘Yellowstone’ Effect Keeps Growing – Younger Viewers Driving ‘Yellowstone’s’ Cultural and Economic Impact

January 24, 2023 /

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Thanks to Taylor Sheridan’s crazy-popular television series “Yellowstone,” a whole new generation of city folk is using phrases like “cowboy up” and looking for the perfect pair of boots to wear to their 9-to-5 desk jobs.

The series has a wide range of viewers, but according to Nielsen Fast National Ratings, young adults are a well-represented demographic. Nielsen reported a 52% increase in 18- to 34-year-olds tuning in to watch the first episode of season five (2.53 million live plus-same day) compared to 1.67 million (live plus-same day) for season four’s premier.

The “Yellowstone” effect today ranges over the fashion front, country music, Montana tourism, state tax revenues, jobs and even land markets.

Victoria G. Myers

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