MS NOW: A Rebranding Success Story, or a Revenue Conundrum?
The media landscape is buzzing with the news of MS NOW, the rebranded version of the renowned liberal-leaning network MSNBC. But has this bold move paid off?
According. to Mark Lazarus, CEO of Versant (MS NOW's parent company), the network has experienced a significant surge in viewership since the name change. Lazarus proudly stated that MS NOW has witnessed double-digit growth in total viewers since its fourth-quarter rebrand in November. This is a remarkable achievement, especially considering the initial concerns among viewers about the name change.
MS NOW, home to popular shows like 'Morning Joe' and 'The Rachel Maddow Show', has captured the attention of its audience, with its most dedicated viewers tuning in for eight to nine hours per week, a remarkable engagement rate in the TV industry.
But here's where it gets controversial: despite the network's success in attracting viewers, Versant's revenue tells a different story. The company's total revenue for 2025 was $6.69 billion, a 5.3% decrease from the previous year. This decline is attributed to the industry-wide challenge of cord-cutting, which has affected cable television subscriptions.
And this is the part most people miss: the revenue generated from advertising took the biggest hit, dropping from $1.73 billion in 2024 to $1.58 billion in 2025. This is a significant loss, especially considering the importance of advertising revenue for media companies.
Versant's stock price has also taken a hit, dropping approximately 27% since the start of the year, trading at around $33 per share. Despite this, Lazarus remains optimistic, highlighting the strong performance of news and sports programming, which accounts for 60% of television viewership.
Looking ahead, Versant anticipates a boost in advertising revenue from the midterm elections and the launch of new products, such as a direct-to-consumer MS NOW streaming service. However, with the impending merger of Paramount Skydance and Warner Bros Discovery, the media landscape is set for further disruption. Is MS NOW's success sustainable, or is it a temporary victory in a rapidly changing industry?
What do you think? Is the future of traditional cable television networks in jeopardy, or can they adapt and thrive in the face of streaming services and changing viewer habits? Share your thoughts in the comments below!
