A dramatic shift occurred in the cable news landscape as MSNBC underwent a rebranding, emerging as MSNOW. The move sparked immediate speculation, with many predicting a further decline for a network already struggling to maintain viewership.
The core issue for MSNOW isn't simply a new name; it's a perceived loss of credibility. Severing ties with MSNBC stripped away a layer of institutional legitimacy, leaving the network appearing increasingly isolated and reliant on sensationalism.
The numbers paint a stark picture of the fallout. While Fox News celebrated record-breaking ratings, finishing 2025 with an impressive 2.72 million primetime viewers, MSNOW experienced a significant downturn.
MSNOW’s primetime viewership plummeted to an average of 923,000, a staggering 25% decrease compared to the previous year. The key 25-54 demographic also saw a dramatic drop, falling by 39%.
CNN fared little better, averaging 580,000 total viewers, down 15% from 2024. The contrast with Fox News was undeniable, highlighting a clear preference among viewers.
Total day viewership mirrored the primetime trend. Fox News led with 1.7 million viewers, while CNN and MSNOW struggled with 436,000 and 552,000 respectively – both experiencing substantial year-over-year declines.
November brought historic lows for both CNN and MSNOW, with viewership numbers sinking to levels not seen since November 2015, just before the rise of a particular political figure.
Some analysts suggest this timing isn’t coincidental, attributing the decline to a relentless focus on one individual and a perceived obsession with negativity. This strategy, rather than attracting viewers, appears to have driven them away.
Despite the clear warning signs, there’s little indication MSNOW intends to alter its course. Instead, the network seems poised to double down on its existing approach, potentially accelerating its downward spiral.
The question now isn’t whether MSNOW can regain lost ground, but whether it can survive. If current trends persist, the network may soon face an even more definitive fate: becoming MSGONE.
