Watch the trailer for Yellowstone Season 5
Yellowstone has become famous for its drama-packed storylines, but now it seems the drama is happening off-screen too.
The Kevin Costner lead series has become a modest hit in reruns for CBS, which began airing the series to traditional television viewers earlier this month.
But NBCUniversal’s streaming service Peacock has had the streaming rights to the series since the show’s first season, which was how many now-devoted viewers first came across Yellowstone, years before CBS began airing reruns.
Now Peacock has started to air their ads on CBS during its Yellowstone broadcasts in a bid to get fans to switch the way they watch the hit western series.
The latest rerun of Yellowstone reportedly featured two commercials from Peacock which aired during its hour-long broadcast.
Read more: Yellowstone’s Kevin Costner opens up about quitting series after plans to return
If fans were to log in to the streaming service website or app, they would be able to watch the original show, rather than the version edited to appease broadcast television censors.
“Peacock has all episodes of Yellowstone,” the ad explained in large block letters while showing a montage from the Western drama
It continued: “Stream every season now,” which appeared to urge new fans to switch to a service where they could satisfy their needs by binge-watching the whole show, instead of waiting week to week for the repeats to air.
“This is a declaration of war,” one of the characters playfully remarked as the ad concluded.
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Part of the war between CBS and Peacock is due to the complicated distribution history of Yellowstone.
The show’s cable home for its first series has been on the Paramount Network, a cable channel owned by CBS’ parent company.
Paramount has its own streaming service, Paramount+, which houses many of its original programs – like Yellowstone.
Despite good viewing figures and reviews, Paramount opted to sell the streaming rights to Peacock in 2020, rather than saving the show for its own streaming service.
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Paramount’s decision to sell the series fell flat, as Yellowstone has only increased in popularity with its following seasons, allowing Peacock to benefit off of some of Paramount’s potential revenue in the form of new subscribers, even though Paramount still benefits from the licensing fees that Peacock pays to stream the series.
Peacock’s attempt to steal viewers from CBS also works in the broadcaster and Paramount’s favour as it even makes money from the licensing fees for the ad.
To add to CBS’ success, last week’s two-hour block of Yellowstone episodes drew in 6 million viewers, a solid amount for a show that has been around for years, as per Variety.
Yellowstone is available to stream on Peacock or every Sunday on CBS in the US.
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