Rapid Insights: American Primeval Explains How History Drives the Modern Western Boom

Who has been tuning in for this intense new western? 
We’re seeing a viewership that’s mostly men (62%) and heavily 30+ (35%)–slightly more skewed than the general sweet spot for TV westerns. While a few other shows in the genre are a close audience match (Deadwood, Lawmen: Bass Reeves), the recent crop of popular oaters, such as Yellowstone, 1883, Godless, Hell on Wheels, and The Son, tend to be a bit more gender-balanced (52-55% men).

Why have so many viewers been watching?
For the suspenseful thrills. The story follows a mother and young son traveling the rugged west who become ensnared in the brutal, bloody confrontations (Action & Violence, 128) between Utah’s early Mormon settlers, the armed forces of the US government, and the native peoples inhabiting the area. With the help of a Tough Guy (125) who steps in to protect them, they must use their hardened Survival Skills (139) to navigate Scary Situations (136) that put their Lives in Danger (144), and audiences are leaning in for the resulting life-or-death tension.

What’s making this miniseries so bingeworthy? 
Its depiction of a dark episode in American History (130). The Utah War of 1857, an escalating conflict over governance and autonomy within the territory, included the infamous Mountain Meadows Massacre, where a militia disarmed and murdered over 100 uninvolved settlers traveling through to California. The show delves into the Dark Themes (125) and gritty tone of the period, including the many Wild West-style Abuses of Power (123) where the cruel and violent were free to exploit the vulnerable. Viewers are on the edge of their seats to learn whether the mother can protect her son from the massacre, and whether a sympathetic stranger can save them both (Protectiveness, 135).

How is the show’s social buzz? 
Sky-high and sitting pretty. American Primeval’s full episode drop on January 6 rocketed its level of online chatter to the very top of our buzz meter (to an ‘outstanding’ 160), where it has firmly remained ever since. Viewers are talking about the against-all-odds westward journey (Outdoor Adventure, 121) of the show’s vulnerable protagonists (Underdogs, 133) as well as the events’ broader place within American history.

Is the show’s deep dive into American history a selling point internationally?
Not as much as in the US. While American Primeval’s historical angle has an ‘outstanding’ level of pull in a couple of English-speaking markets–namely the UK (125) and New Zealand (129)–the rest of the world is somewhat less interested in such a stereotypically American western story. Instead, the show’s theme of Protectiveness is the most compelling global draw; audiences abroad primarily appreciate seeing the strong defend the weak in such a harsh, cruel environment.