UM Study Finds ‘Yellowstone’ Series Generates 0 Million in Spending in Montana

Paramount Network’s hit TV series “Yellowstone” has captured the attention of audiences around the world, generating an estimated 2.1 million visitors and $730 million in spending in Montana by 2021, according to new research from the University of Montana. brought to

The study, conducted by UM’s Department of Business and Economic Research and UM’s Institute for Tourism and Recreation Research, found television programming to be a key factor in marketing in Montana. Centered around the fictional Dutton family ranch, “Yellowstone” was filmed primarily in Derby, Hamilton, Missoula, and the Bitterroot Valley, and during its season 5 premiere, he was watched by more than 12 million viewers in Montana. enjoyed the scenery.

A 2022 study conducted by the BBER found ‘Yellowstone’ to be a significant contributor to the state’s economy, but BBER Director Patrick Barkey said the visit expanded on the recent study. These effects have changed dramatically when the impact of household spending is included.

“Extending our previous analysis to include the impact of tourism spending has been eye-opening,” Barkey said.

The study found that combining visitor spending associated with the production of “Yellowstone” with filmmaking spending in Montana yielded the following results:

• $730.1 million in spending to the state economy.

• All or part of $44.5 million in state tax revenues directed to the General Fund.

• Over 10,200 jobs across a wide range of industries, including tourism-related and other industries.

• Income received by Montana households was $376 million.

Montana’s business and non-business output or gross revenue is approximately $1.1 billion


• 2.1 million visitors to Montana in 2021 decided to visit as a result of the show.

• Increased economic opportunities attracted and retained 3,305 people to the state.

“Movies are the economic engine of tourism, and the ‘Yellowstone’ TV show demonstrated the power of Montana’s image of the American West to influence people to visit the state.

Todd O’Hare, president and CEO of the Montana Chamber of Commerce, said, “Everything from food service, hotels, rental companies, and transportation services to high-tech and skilled occupations like electricians and carpenters. We are benefiting from the activities of the domestic film industry.” Commercial. “It is also clear that ‘Yellowstone’ is proving to be a major economic engine for tourism, creating more waves of jobs, tax revenue and economic activity.”

For more information, see BBER’s Montana Business Quarterly article, Assessing the Impact of the ‘Yellowstone’ TV Series on Montana’s Tourism Economy.

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