‘Yellowstone’ Season 4 Premier Got TWICE The Audience of CMAs
If you need an illustration to help put into perspective how the shifting dynamics in entertainment are causing a tectonic-level reorganization of media, and how this is all weighing upon already deepening trends in country music, this might be one of the best.
The season premier for the Paramount series Yellowstone—which debuted on Sunday, November 7th—outright doubled up the viewership of the 2021 CMA Awards, which aired on Wednesday, November 10th. Granted, the final numbers for both broadcasts still need to be hashed out completely. But Yellowstone has taken such a sizable lead, there’s no more question who came out on top.
We already knew that Yellowstone had amassed some stunning numbers for its season debut. But after taking into consideration the “Live+3 ratings,” which factor in folks who taped it and watched it later, and then the simulcasts across other Paramount properties such as CMT and TV Land, Yellowstone pulled in a grand total of 14.7 million viewers according to Nielsen.
We already knew that Yellowstone had done well enough to beat all cable shows in the last three years. But these expanded numbers show that it is currently the top series of the season across all television, including broadcast, cable, and premium networks, and the 2-part premier was the biggest episode on cable since the season premier of The Walking Dead in 2017.
Meanwhile, the ratings for the CMA Awards fell slightly year to year in the overnight numbers, recovered slightly to end up in mostly flat in the more expanded numbers, but still got smoked by Yellowstone mightily. The CMAs got roughly 6.56 million viewers in the key demographic in 2021, which was down from 6.82 million viewers from the year previous, before recovering to about 6.9 million viewers in the time afterwards.
Some are declaring this a victory for the CMAs in an era when awards shows are down double digits across the board in the post-pandemic era. But this is after the CMAs lost nearly 40% of their viewership in 2020, down from 11.27 million viewers in 2019. The CMAs are basically the first awards show to log two broadcasts post pandemic, so perhaps this signals a tabling off in the ratings crash for these institutions moving forward.
How does this all portend for country music moving forward? Obviously, the CMA Awards are the mainstream country music industry’s premier event and infomercial each year, highlighting artists such as Dan + Shay, Jason Aldean, Blake Shelton, and the like. Meanwhile, Yellowstone has become one of the staunchest supporters of independent country music in all of media.
The two-part Season 4 Premier for Yellowstone alone featured music from Colter Wall, Blackberry Smoke, Hailey Whitters, Ryan Bingham, and Ross Shifflett. It’s also been revealed that Episode 3 named “All I See Is You” is indeed named after the popular song from Shane Smith and the Saints, which will be featured in the episode. (See a Running Tab of All Songs Featured on Yellowstone Season 4.)
Even if you don’t watch Yellowstone, don’t have cable, or you did give the series a try and don’t care for it, it’s clear after seeing the rising appeal of artists featured on the show that the popularity of Yellowstone is doing landmark things for the independent country artists the series features. The Music Supervisor for the show is Andrea von Foerster.
Even better, with creator Taylor Sheridan launching a prequel called 1883, and a sister series called 6666 about the famous ranch in Texas, even more opportunities for independent country music could be on the way.
November 14, 2021 @ 12:49 pm
If only the show was actually any good. I made it through a season and a half before giving up because it’s just a soap opera in western clothing.
November 14, 2021 @ 2:06 pm
I’ve never watched the show, but this is the impression I got. I couldnt make it more than a couple episodes into Sons of Anarchy for the same reason.
November 14, 2021 @ 2:36 pm
I don’t get this criticism. The only reason Trig ever covered it in the first place is the music. He never made the case it was prestige television. It’s an enjoyable my show on paramount network. What did you expect Succession? The show may be a cowboy-costumed soap in many ways but it’s perfectly enjoyable.
I think some people just like to feel like their going against the grain. I’ll meanwhile be eating the slop and pointing out to my wife whenever a song I like or know comes on.
November 14, 2021 @ 2:59 pm
Also I apologize for all the typos and grammatical errors, lol. Fired this post off watching football
November 15, 2021 @ 12:03 pm
“it’s just a soap opera in western clothing.”
Exactly. I think that is the whole point. It is basically a modern-day “Dallas,” but set in Montana. Personally love the show, but can understand why others don’t.
November 17, 2021 @ 10:06 am
It would be a good show with the addition of two things: actors and writers.
Yellowstone is absolutely awful. Costner is the worst.
November 14, 2021 @ 12:54 pm
Just imagine how many more viewers would have tuned in if Jennifer Hudson had been screaming her songs in the background.
November 14, 2021 @ 2:45 pm
It’s because the CMA’S SUCK & Costner is still easy on the eyes.
Have not watched any Yellowstone.
November 17, 2021 @ 10:08 am
Don’t. It’s garbage.
I was slated to do weekly “hate recaps” on another site. I literally couldn’t get through the first hour of Season 4 episode 1. It insults the intelligence.
November 17, 2021 @ 3:12 pm
Thanks for the heads up, Kevin.
The last time watched any t.v. to speak of, it was Game of Thrones. Was traveling, & friends & i ended up binge watching lots of episodes. When they cut Sean Bean’s head off, was all like, wait, what?! They can’t do that, it’s Sean Bean for crying out loud. : D Was all like, i’m done.
Of course, Sean Bean dies in Patriot Games as well. That’s ok. He was one of the bad guy IRA – Belfasty types in that movie.
Then of course, poor Boromir in LOTR.
The reason watching Yellowstone never appealed is because read part of an interview where Costner said he was going to speak in a low, quiet voice that he thought would be good for Dutton’s character.
Thought, uh-huh …
Think it is cool that some good music is being featured on the show.
November 14, 2021 @ 7:32 pm
Well one of these TV shows thought John Prine’s music was important.
November 14, 2021 @ 8:49 pm
This may be the only comment that matters! Great call Lucky!
November 14, 2021 @ 7:48 pm
Does anyone know what the ratings of the CMA Awards were in the 1990s? Curious
November 16, 2021 @ 1:42 am
Depends on how much leg Shania was showing in the promos.
November 15, 2021 @ 1:17 am
Mostly because the CMA’s are little more than just another awards show where a bunch of egos pat each other on the back. Made even worse because what passes for Country music these days is a bunch who probably couldnt make it big in pop or r&b or whatthehell ever its called these days.
Whatever you call it, it sure aint country.
November 15, 2021 @ 6:17 am
Please tell me why Yellowstone is airing on cable?
Viacom/CBS should acquire it for the CBS broadcast network. Just make it less gritty for Season 5.
November 15, 2021 @ 9:31 am
CCCB, By putting in on CBS, etc. would not be the same show. Making it less gritty would not be a positive change. I would also be worried that the music would also be made “less gritty” and become more mainstream. Not an argument, just my $.02.
November 15, 2021 @ 12:50 pm
I mean, i totally agree. But I’ve never seen the show, so I’m obviously not a fan – but as a,business decision, I’m shocked CBS doesn’t want in on this, considering network TV is dead.
Those 14 million viewers would probably soar to over 20 million on CBS, just based on how cable numbers work
November 15, 2021 @ 12:51 pm
I’d suspect another spinoff will air on CBS next year
November 15, 2021 @ 11:54 am
CBS, ABC and NBC have all got the uncanny power of ruining almost every show they touch.
November 15, 2021 @ 12:54 pm
As of recently or for decades??
It seems lately that the Big 3 networks get hate for lacking creativity/edge factor. While cable & streaming get all the love.
But curious when did this dislike for Network TV start? Years ago or just recently with streaming the new craze ?
November 15, 2021 @ 4:37 pm
Once cable started producing quality originals. So you’d have to go back to Oz and The Soprano on HBO. Then FX followed soon after with The Shield. By about 2008, the talk among all of my friends and co-workers was The Wire, Breaking Bad, Sons of Anarchy, The Walking Dead, etc. The last show I remember watching religiously on network was Lost.
November 15, 2021 @ 10:59 am
“I still don’t understand award shows.”
-Kanye West
November 17, 2021 @ 10:09 am
But he loves fish sticks.
November 15, 2021 @ 10:03 pm
Ha Ha CMA’s don’t have Beth. If for no other reason to watch Yellowstone, LOVE her!
Plus they keep playing Colter Wall so that’s a plus.
November 16, 2021 @ 10:14 am
It probably helped Yellowstone that season 3 ended on something of a cliffhanger. (I’m trying to avoid spoilers; I don’t have the channel that carries it, I’ve been catching up on DVD.)
December 3, 2021 @ 2:15 pm
I suspect you’re right on with the “network TV is dead” comment. The show is successful where it is. It’s becoming a draw to it’s streaming service. Are 20 million free CBS viewers worth the same as 14 million paid subscribers?
I’m not an expert, but something tells me the experts over at Viacom/CBS have done the math and the money is in subs, not the dwindling ad revenue from network TV. This is probably the beginning of the decade late migration to streaming platforms.