CBS has a brand new hit on its hands with the broadcast run this fall of Paramount Network drama “Yellowstone.” Nearly 22 million viewers tuned in to at least one episode of the Taylor Sheridan drama. Paired with Paramount Global’s cross-network promotions, the show’s ratings success could be a blueprint for legacy media companies looking to leverage hit shows across both linear and streaming platforms.

It wasn’t some genius strategy. The broadcast network’s decision to air the series — which first premiered on the cable channel Paramount Network in 2018 — was prompted by this summer’s Hollywood double strikes, which halted production of scripted shows and left broadcasters scrambling to fill their fall schedules.

Why Yellowstone is airing on CBS
CBS is airing Yellowstone because no new episodes were written in primetime this fall due to the ongoing actors’ strike and the recently ended writers’ strike. The number of new viewers who tuned in to the show suggests the decision was a success. It also highlights that the series could have an audience beyond those with access to Paramount Network or Peacock, where Yellowstone is currently streaming.

The success of the series on CBS could also draw viewers to the Yellowstone spinoffs currently available on Paramount+. These include the prequel series 1883 and 1923 , and will soon include other prequels, such as 1944 . Two shows set after the main series are also in development, including a direct sequel starring Matthew McConaughey.

With the Yellowstone universe currently in the midst of a major expansion, it makes sense for the show to continue expanding to appeal to a wider audience. However, given the ongoing cast strike and tensions between star Kevin Costner and creator Taylor Sheridan, it remains unclear when the show will return. However, considering its popularity, it seems like addressing any issues will be of vital importance to the series’ future.