MSNBC’s rebranding to “MSNOW” has largely backfired, as evidenced by the troubling ratings it now faces. The network’s shift has been met with skepticism since many predicted it would only exacerbate existing issues. The glaring disparity between MSNOW and Fox News is striking. While Fox News has reached new heights with an average of 2.72 million primetime viewers, MSNOW has seen a significant downturn, averaging just 923,000 viewers. The drop of 25 percent from the previous year sharpens the contrast even further.
The reasons behind this decline appear rooted in the brand’s loss of legitimacy. MSNOW, once backed by the reputation of MSNBC, now stands alone with an impression of being “cut loose.” This image suggests a disarray in content and viewer engagement that has led to diminished trust from the audience. Indeed, the commentary often veers into territory deemed “insane” by critics, alienating potential viewers.
Another troubling statistic lies in the demographic of Adults 25-54, a crucial target audience for advertisers. MSNOW managed only 81,000 viewers in this category, down an alarming 39 percent compared to figures from 2024. This indicates that not only are viewers tuning out, but younger audiences are particularly avoiding the network. In a climate where entertainment and news vie for viewer attention, MSNOW’s approach seems ill-suited to capture the interest of a critical demographic.
The competition is also posing serious challenges. CNN’s performance mirrors MSNOW’s struggles, reporting similarly bleak numbers and historic lows in November. With both networks facing significant declines, it’s no surprise that analysts speculate whether MSNOW is on a path toward becoming “MSGONE.” The implication is clear: if MSNOW does not alter its approach, its future may be even more precarious.
Fox News continues to dominate the ratings game in various time slots, clearly resonating with audiences looking for different viewpoints. Their ability to maintain and grow viewership while competitors falter further highlights the difficulties MSNOW faces in attracting and retaining its audience.
If trends continue into 2026, the outlook for MSNOW is grim. Many viewers are simply turning away from a network they no longer trust. The call for a new strategy is evident, yet indications suggest that the network is likely to double down on its current approach rather than pivot. This might further alienate viewers rather than entice them back. The challenges facing MSNOW exemplify a larger struggle in an increasingly fragmented media landscape, where content and credibility are paramount.
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