MSNBC is grappling with a notable decline in its primetime audience following the recent election, posing questions about its future operations and strategy amid internal corporate changes.
After the election, MSNBC's evening shows, including that of far-left talker Joy Reid, suffered significant drops in viewership, significantly impacting the key 25-54 age demographic coveted by advertisers, as Fox News reports.
The sharp decrease in audience engagement has caused turbulence for the cable news network. The Reid Out, hosted by Reid, has experienced a dramatic reduction in its audience size, dropping by nearly half. The program now averages around 759,000 viewers -- down from 1.4 million earlier in 2024 -- marking a 47% decrease in total viewership and a 52% decrease among key demographic viewers.
The network's primetime lineup as a whole has endured a 53% decline in total viewers, and a staggering 61% slump in viewers aged 25-54. This drop-off underscores the broader challenge MSNBC is tackling in retaining its audience following heightened engagement during the election period.
Alongside Reid, powerhouse hosts have not been immune to these viewing trends. Rachel Maddow has seen her audience shrink from 2.4 million pre-election to a current 1.4 million. This represents a 43% reduction in her total viewership, with more than half of the critical demographic tuning out.
Chris Hayes' show is similarly struggling, having lost over half its viewers along with a significant portion of the demographic that matters most. Hayes is among several hosts seeing their once-loyal audience dwindle substantially.
Jen Psaki's program, primarily aired on Mondays, has been affected significantly as well. The show has recorded a 53% reduction in overall view numbers and a 61% cut in the primary age segment, mirroring the broader decline encountered by the channel.
Further complicating the network's predicament is NBCUniversal's decision to proceed with a corporate restructuring that could see MSNBC dismissed as its own entity. This strategic move has sparked uncertainty over both the network's operational future and its branding, as insiders at the corporation navigate the implications of such changes. Alex Wagner’s 9 p.m. segment and Lawrence O’Donnell’s late-night offering are also on rocky ground, with both experiencing similar dips in viewer numbers.
The loss of more than 40% of O’Donnell’s audience reflects a worrying trend for the network’s prime time slots, which were traditionally stalwarts for MSNBC’s ratings. The ongoing slide in viewership has not only resulted in immediate numeric losses but concerns about the sustainability of maintaining a loyal viewership moving forward. Network insiders, quoted in media outlets, highlight the uncertainty rippling through MSNBC.
One sentiment expressed is doubt over whether the channel will retain its brand identity amidst these sweeping changes. The impact of potential restructuring could redefine how the network operates and interacts with its audience.
The effect on MSNBC as it aims to recalibrate viewer engagement amidst potential structural shifts suggests a need for strategic alterations. The drop in viewership numbers from popular shows coupled with significant corporate shifts may require a reevaluation of programming and marketing efforts to reinvigorate its standing.
As MSNBC navigates this challenging period, attention will likely turn toward effective strategies for recovering lost viewers, particularly within the key demographic that proves vital for advertising revenue.
Whether through programmatic changes or structural revisions, the network faces pivotal decisions ahead. With a marked decrease in audience numbers, especially among prominent hosts like Maddow, Reid, Hayes, and O’Donnell, the critical challenge will be to re-engage its core audience.
