Yellowstone: Explosive trailer for new series

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It also emerged 30 percent are so enamoured with the idea of cowboy life, they want to go on a ranching holiday – while 50 percent enjoy watching western movies and TV shows.

The study, into Brits’ attitudes into modern Western living, was commissioned by Paramount+, to celebrate season 4 of the critically-acclaimed series Yellowstone – which had 11 million viewers when it aired in the US earlier this year.

Set in Montana, Yellowstone chronicles the Dutton family, led by patriarch John Dutton – played by Kevin Costner – who controls the largest contiguous cattle ranch in America.

Amid shifting alliances, unsolved murders, open wounds, and hard-earned respect – with the ranch in constant conflict with those it borders – sits an expanding town, an Indian reservation, and the United States’ first national park.

And when it comes to what attracts people to life on a ranch, a third (34 percent) equate the cowboy look – hat, boots, checked shirt, and jeans – with the lifestyle, more than any other aspect of ranch life.

And a quarter (26 percent) named the most appealing aspect of ranch life as the great outdoors, plumping for the fresh air and wide-open spaces above a large ranch house or life on the land.

The study, carried out via OnePoll, also revealed the top 10 phrases from cowboy culture Brits use in everyday life – with “howdy” at the top of the list.

“Howdy partner”, “make hay while the sun shines”, “peckish”, and “yellow belly”, completed the top five.

To mark the study, a real-life Western entertainer, Todd Various, took to the streets of London to perform his award-winning rope spinning and whip cracking show.

Passers-by on Kensington High Street cheered as Todd cracked his 8ft cord whip, stopped traffic, and delighted crowds with his signature wedding rope trick.


  1. Howdy
  2. Howdy, partner
  3. Make hay while the sun shines
  4. Peckish
  5. Yellow belly
  6. Play second fiddle
  7. Been through the mill
  8. Whole hog
  9. Above board
  10. Cow rustling

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