MS NOW's Rebranding Strategy: A Double-Edged Sword
The US's largest liberal-leaning network, MS NOW, has seen a surge in viewers since its rebranding from MSNBC, according to its CEO, Mark Lazarus. This positive trend is a testament to the network's successful strategy, which has attracted a dedicated audience.
Lazarus revealed that MS NOW's most engaged viewers watch an impressive eight to nine hours of content weekly, a statistic that places the network second in viewer engagement across the entire TV landscape. This level of dedication is a key indicator of the network's success.
However, despite the network's growing popularity, the parent company Versant's overall revenue for 2025 took a hit, coming in at $6.69 billion, a 5.3% decline from the previous year. This drop is primarily attributed to the industry-wide pressures of cord-cutting, which has led to a 5.4% decrease in revenue from cable TV subscriptions.
The company's revenue from advertising also took a hit, dropping to $1.58 billion in 2025, a significant decline from $1.73 billion in 2024. This trend is further emphasized by the 6.5% revenue decrease in the last three months of 2025 compared to the same period in 2024.
Despite these challenges, Versant's CEO remains optimistic, emphasizing the importance of news and sports programming, which generate a substantial 60% of television viewership. This segment continues to attract large, engaged audiences and robust advertiser demand.
Looking ahead, Versant is confident in its future, anticipating revenue growth in 2026. The company expects advertising tied to midterm elections and the launch of a direct-to-consumer MS NOW service to boost revenue between $6.15 billion and $6.4 billion. The CEO's focus on independent growth and the strength of their assets indicate a positive trajectory for the company.
In conclusion, while MS NOW's rebranding has been a success in terms of viewer engagement, the company faces challenges in maintaining revenue growth. The industry's shift towards cord-cutting and the decline in advertising revenue are significant hurdles that Versant must navigate to ensure its long-term success.
