Subscribe
  • News
    • Local
    • Regional
    • Business
    • Real Estate
    • Outlaw Partners
  • Arts & Entertainment
  • Opinion
  • Sports
  • Yellowstone
  • Events
Menu
  • News
    • Local
    • Regional
    • Business
    • Real Estate
    • Outlaw Partners
  • Arts & Entertainment
  • Opinion
  • Sports
  • Yellowstone
  • Events

UM study: ‘Yellowstone’ series generates 2.1M visitors, $750M in spending for Montana

in Arts & Entertainment, News, Regional
UM study: ‘Yellowstone’ series generates 2.1M visitors, $750M in spending for Montana

"Yellowstone" premieres Wednesday, June 20 on Paramount Network. Kevin Costner stars as John Dutton.

Kevin Costner plays John Dutton, the sixth-generation patriarch of a fictional Montana ranch family, on Paramount’s “Yellowstone” TV series. PHOTO COURTESY OF PARAMOUNT NETWORK
EBS Staffby EBS Staff
January 23, 2023

UNIVERSITY OF MONTANA 

MISSOULA—Paramount Network’s “Yellowstone,” TV’s most popular series, has sparked the interest of a worldwide audience, bringing an estimated 2.1 million visitors and $730 million in spending to Montana in 2021, according to a new University of Montana study.

Conducted by UM’s Bureau of Business and Economic Research and UM’s Institute for Tourism and Recreation Research, the study found that the TV show has been a significant factor in marketing Montana. Centered on the fictional Dutton family ranch, “Yellowstone” is largely filmed in Darby, Hamilton, Missoula and the Bitterroot Valley, and it treated more than 12 million viewers to the scenery of Montana during its season-five premiere.

Article Inline Ad Article Inline Ad Article Inline Ad
ADVERTISEMENT

A 2022 study conducted by BBER found “Yellowstone” contributed significantly to the state’s economy, but when the more recent study was extended to include the impact of visitor spending, these effects changed dramatically, according to Patrick Barkey, director of BBER.

“Extending our previous analysis to include the impacts of tourism spending was eye-opening,” Barkey said.

The study found that the combination of visitor spending and film production spending associated with the production of “Yellowstone” in Montana resulted in:

  • $730.1 million in spending to the state’s economy.
  • $44.5 million in state tax revenues directed in whole or in part to the general fund.
  • 10,200-plus jobs across a wide spectrum of industries, including both tourism-related and other industries.
  • $376 million in income received by Montana households.
  • Roughly $1.1 billion in output, or gross receipts, of Montana business and nonbusiness.
  • 1 million visitors to Montana in 2021 whose decision to visit was the result of the show.
  • 3,305 more people attracted and retained to the state by the increased economic opportunity.

“Film is an economic driver of tourism, and the ‘Yellowstone’ TV show has demonstrated the power of Montana’s American West image to influence people to visit the state,” said Melissa Weddell, the ITRR director.

“Everything from food services, hotels, rental companies and transportation services to high tech and skilled trades such as electricians and carpenters, are benefiting from the film industry’s activity in the state,” said Todd O’Hair, president and CEO of the Montana Chamber of Commerce. “It is also clear that ‘Yellowstone’ has proven to be a big economic driver of tourism, creating more jobs, tax generation and a wave of economic activity.”

More information is online in an article titled “Assessing the Impact of the ‘Yellowstone’ Television Series on Montana’s Tourism Economy” in BBER’s Montana Business Quarterly (https://bit.ly/BBERyellowstone). The full UM report is online at https://bit.ly/UMyellTVreport.

ADVERTISEMENT
Outlaw Realty Outlaw Realty
ADVERTISEMENT
ADVERTISEMENT

Listen

Hoary Marmot Podcast

Joe Borden & Michele Veale Borden

Lastest Episode
See More Episodes
outlaw realty montana outlaw realty montana
ADVERTISEMENT
Outlaw Realty Big Sky Bozeman
ADVERTISEMENT

Upcoming Events

Jul 15
11:00 am - 5:00 pm Event Series

June Show at the Big Sky Artists’ Studio & Gallery

Jul 16
11:00 am - 5:00 pm Event Series

June Show at the Big Sky Artists’ Studio & Gallery

Jul 16
12:15 pm - 1:30 pm Event Series

Community Yoga

Jul 16
5:00 pm - 8:00 pm Event Series

Post 99 Honey sales

Jul 16
6:00 pm - 8:00 pm Event Series

Pickup Ultimate Frisbee

View Calendar
Event Calendar

Related Posts

Cold case revived: suspect charged with 2021 murder of Bozeman resident 
Regional

Cold case revived: suspect charged with 2021 murder of Bozeman resident 

July 14, 2025
The Big Sky Way: Stuck in summer traffic 
Regional

Construction continues along South 19th in Bozeman

July 14, 2025
Daily fishing restriction to be lifted on upper Madison River 
Environment

Fishing restrictions in place for Yellowstone park rivers

July 11, 2025
Glacier visitors rescued, survive fall into Avalanche Creek
Regional

Glacier visitors rescued, survive fall into Avalanche Creek

July 11, 2025

An Outlaw Partners Publication

Facebook-f Instagram X-twitter Youtube

Explore Big Sky

  • About/Contact
  • Advertise
  • Publications
  • Subscriptions
  • Podcast
  • Submissions

Outlaw Brands

  • Mountain Outlaw
  • Plan Yellowstone
  • Big Sky PBR
  • Wildlands Music
  • Outlaw Partners
  • Outlaw Realty
  • Hey Bear

Copyright © 2025 Explore Big Sky | Terms of Use | Privacy Policy | Your Privacy Choices

No Result
View All Result
  • News
    • Regional
    • Business
    • Outlaw Partners
  • Yellowstone
  • Arts & Entertainment
  • Sports
  • Opinion
  • Real Estate
  • Events

©2024 Outlaw Partners, LLC. All Rights Reserved.

Explore Big Sky Logo
  • News
    • Local
    • Regional
    • Business
    • Real Estate
    • Outlaw Partners
  • Arts & Entertainment
  • Opinion
  • Sports
  • Yellowstone
  • Events
Subscribe
Facebook X-twitter Instagram Youtube