Paramount+
Blending organic traction with paid precision for massive scale to activate a younger, mobile-first audience
The objective
Making Landman the next must-watch series
Paramount+ is a global streaming service known for delivering premium entertainment across a wide range of genres, including original series, blockbuster films, live sports, and breaking news. With content from iconic brands like CBS, BET, MTV, Comedy Central, Nickelodeon, and Paramount Pictures, the platform appeals to both mainstream and niche audiences.
As the streaming home of the Taylor Sheridan universe, Paramount+ continues to grow its digital footprint among younger, mobile-first audiences worldwide. However, in a saturated streaming market with countless new releases, Paramount+ faced a familiar yet pressing challenge: how to break through the noise and make Landman, a new drama within the Sheridan universe, a cultural moment.
The goal was twofold: introduce Landman to a younger, digital-native audience and drive both tune-in and subscriptions to Paramount+. The brand knew that to stand out, it needed more than awareness. It needed attention, emotional connection, and community, so it turned to TikTok as both a launchpad and storytelling platform.
The solution
Leading with organic momentum, amplified by paid media
Seven weeks ahead of the premiere, Paramount+ launched a TikTok-first strategy by debuting the official @landmanpplus handle. The account posted scene lifts, raw character moments, and provocative dialogue from the series; content designed to spark emotion and intrigue, even among audiences unfamiliar with the show.
Through social listening, the team identified the most talked-about themes, leaning into tension-filled scenes and cast dynamics that could drive conversation. The organic-first approach worked—Landman built a strong community, introduced new fans to the Taylor Sheridan universe, and established TikTok as the series' most successful social platform.
Once organic traction was validated, Paramount+ activated paid media. TikTok ads amplified proven content and targeted key audiences, turning buzz into scale. Creatives that performed well organically were deployed via In-Feed Ads and Spark Ads, aligning seamlessly with the platform's native user behavior.
This synergy between organic and paid strategies allowed Paramount+ to maximize cultural impact while driving meaningful downstream action: subscriptions and tune-in.
The results
Powering Paramount+'s biggest original hit ever
TikTok didn't just generate awareness for Landman; it helped define the show's cultural relevance and commercial success. Paramount+'s strategic combination of organic content and high-impact paid placements helped turn Landman into the most-watched original (series or movie) in Paramount+ history, driving 14.9 million global households to the platform within its first four weeks.
By May 2025, @landmanpplus had amassed 732,000 followers, 7.6 million likes, and was responsible for 221 million views and 5.7 million engagements, accounting for the majority of in-season activity across all platforms.
A Samba TV study confirmed the results: households exposed to TikTok media had a 14x higher tune-in rate than those who weren't, proving TikTok isn't just a launch platform, it’s a performance driver.
Landman scene lifts spread naturally on TikTok, fueling fandom and significant interest in the series. A strong organic and paid strategy then proved to be a powerful combination that helped Landman enter the cultural zeitgeist.