'American Primeval's Release Strategy Is Hurting the Show

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Taylor Kitsch and Betty Gilpin near teepees in American Primeval. Image via Netflix

Westerns may have declined on the big screen within the past few decades, but they’re back in full force on television thanks to the overwhelming popularity of shows like Westworld, That Dirty Black Bag, Billy the Kid, and the many series within the extended Taylor Sheridan universe. Although there have been many attempts at taking a “dark and gritty” approach to the genre, American Primeval has proven to be a fascinating history lesson about one of the most under-discussed tragedies in American history. The thrilling six-part series from Peter Berg examines the tragic Mountain Meadows Massacre, in which volatile members of the Church of Jesus Christ of Latter-day Saints lead a violent siege on wagons that were traveling west to new homes.

American Primeval’s debut on Netflix meant that it got significantly more exposure than it would have received on any other streaming platform, but it was frustratingly released with barely any marketing. Despite being a major ratings success within its initial week of release, American Primeval has not quite penetrated the larger popular culture conversation in the same way that it could have under a different rollout strategy. Although Netflix has notoriously been opposed to anything other than the traditional binge method, American Primeval would've gained more attention had it been released on a weekly basis.

‘American Primeval’ Didn’t Benefit From a Binge Drop

The binge model is a perfect strategy to release shows that are easily digestible, allowing audiences to view a program in its entirety. Binging a show like A Man on the Inside makes sense because it is so light-hearted and humorous, but American Primeval is a very disturbing show that viewers may have struggled to finish quickly. The series’ dark subject material meant that it was always going to be violent, but some scenes go above and beyond with the level of gore that is featured; the first episode includes an immersive raid sequence in which Mormons disguised as Native American warriors attack a group of settlers, and brutally execute many of them. Although a weekly release may have given viewers time to adjust to the show’s style, they may not have been inclined to complete the series if the initial episode had proven too overwhelming.

American Primeval is also a very complex show with many characters, which may make it difficult for audiences to keep track of everyone that they are supposed to be paying attention to. While the story primarily focuses on the settler Sara Holloway (Betty Gilpin) as she seeks assistance from the mountain man Isaac Reed (Taylor Kitsch) while transporting her son Devin (Preston Mota) to their new home, their paths end up intersecting with the young Indigenous woman Two Moons (Shawnee Pourier), who is fleeing from the attack on her village. There’s also time dedicated to the political intrigue between the villainous LDS president Brigham Young (Kim Coates) and the Fort Bridger training post founder Jim Bridger (Shea Whigham), as well as a storyline centered on the Mormon Jacob Pratt (Dane DeHaan) trying to achieve revenge after he assumes that his new wife Abish (Saura Lightfoot-Leon) has been killed. Viewers of shows like Severance or House of the Dragon benefited from having time each week to remember where each character stood in relation to one another, but that opportunity has not been afforded to audiences watching American Primeval.

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 Taylor Kitsch & Betty Gilpin

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‘American Primeval’ Needed Time To Find an Audience

American Primeval does not rely on many plot twists and revelations in the same way that successful Netflix shows like The Diplomat and Squid Game do, so there is less incentive for viewers to complete viewing the entire series if it is made entirely available to them at once. While more time in between each episode could have allowed viewers to take note of the incredible craftsmanship and attention-to-detail that differentiates American Primeval from other historical epics, some may passively watch through the entire show in order to discover what happens to each of the characters. This may have skewed reactions to the show, as is the case with many western stories, the journey is far more interesting than the destination. Narratively, American Primeval bears a lot in common to other western stories about “found families,” but those willing to look at the show’s subtle messages about religion, power, and recovering from serious trauma may have found more to appreciate.

American Primeval needed time to sustain its buzz, as there is a distinct possibility that it could have attracted more viewers if it remained in conversation for many weeks at a time. It’s likely that those that appreciated the more mature western storytelling of 1923 or the rich historical detail of Shogun may have come around to watching American Primeval had there been time for anticipation to grow about each impending episode. Shows like Breaking Bad and Yellowstone were not successes overnight, as they had to steadily build an audience overtime. Releasing hotly anticipated shows like Stranger Things or The Witcher all at once makes sense given the awareness they have, but shows like American Primeval that are targeted at a more niche audience need time to cultivate a fanbase.

Netflix needs to reconsider its streaming strategies when it comes to individual programs, as there is not a “one-size-fits-all” method that will be successful for all of their programming. What’s most notable is that Berg is clearly a showrunner who has shown the merits of releasing a series on a weekly basis, as Friday Night Lights transformed from a cult sensation to a mainstream hit after several seasons. Beyond the fact that audiences may appreciate getting a small dose of the American Primeval world on a weekly basis, Netflix would benefit from having a sustained hit, which could curb churn from viewers that terminate their subscriptions after completing a series that they are interested in. If American Primeval continues with a second season or spin-off, Netflix should take the itme to consider the best way to make it available to their audience.

American Primeval is streaming on Netflix in the U.S.

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American Primeval

Release Date January 9, 2025

Network Netflix

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