Why Westerns Are the Newest Land of Opportunity on TV | Charts

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A large uptick in demand for the genre is placing new focus on shows like “Yellowstone” and even classics like “Bonanza” and “Little House on the Prairie”

Kevin Costner in "Yellowstone" (Credit: Paramount)

Western series like Paramount Network’s “Yellowstone” (and its growing stable of spin-offs and prequels) are popping up all over different television networks and over-the-top (OTT) services — and the increased demand for the genre is even extending to decades-old classics like “Bonanza.”

There has been a noticeable uptick in demand for Western dramas on linear television (cable and broadcast) as well as OTT platforms between September 2021 and June 2022, according to Parrot Analytics‘ data, which takes into account consumer research, streaming, downloads and social media, among other engagement.

The demand for Westerns jumped about 50 points within that time frame. The increase in demand for the genre can be directly compared to stronger investment in the genre by mainstream networks as they try to capture some of this audience. 

Demand for Western dramas, September 2021-May 2022, U.S.