We study the so-called Gravitational Wave luminosity distance-redshift relation
d
L
GW(z) during cosmological eras driven by non-perfect fluids. In particular, we show that
the presence of a shear viscosity in the energy momentum tensor turns out to be the most relevant
effect. Within this scenario, a constant shear viscosity imprints the gravitational wave
propagation through a friction term δ(z) with a uniquely given redshift dependence. This
peculiar evolution predicts a specific shape for the ratio d
L
GW/d
L
EM which tends to
a constant value when the sources are at z ≳ 1, whereas scales linearly with the shear
viscosity at lower redshifts, regardless of the value of Ω
m0. According to our final
discussion, the predicted redshift dependence δ(z) provided by a shear viscosity could be
tested by upcoming surveys of multi-messenger sources against analogous scenarios provided by some
widely studied theories of modified gravity.