What's Happening?
MSNBC is experiencing a notable decline in its cable news ratings, as reported for the week of October 6, 2025. The network averaged 814,000 total viewers and 78,000 viewers in the Adults 25-54 demographic during primetime, marking a decrease of 9% in total viewers and 10%
in the demo compared to the previous week. In total day viewership, MSNBC averaged 504,000 total viewers and 46,000 demo viewers, representing a decrease of 3% in total viewers and 2% in the demo. The network fell two places to fifth in total primetime viewers among basic cable networks and dropped from 12th to 16th in the demo. The Rachel Maddow Show was the only MSNBC program to make it into the top 15 most-watched cable news shows, securing the 11th position with 1.883 million total viewers.
Why It's Important?
The decline in MSNBC's ratings is significant as it reflects broader challenges faced by cable news networks in retaining viewership amid changing media consumption habits. The drop in ratings could impact advertising revenue and influence strategic decisions regarding programming and talent acquisition. As MSNBC undergoes a transformation into a separate company named Versant, these ratings may affect its ability to attract new viewers and advertisers. The network's performance is crucial in maintaining its competitive position against rivals like Fox News and CNN, which also experienced viewership erosion but remain ahead in key metrics.
What's Next?
MSNBC's transition to Versant and its efforts to hire new talent, such as Maya Eaglin from NBC News, may be part of a strategy to revitalize its programming and improve ratings. The network's editorial independence, expected by October 20, could lead to changes in content and presentation aimed at attracting a broader audience. Stakeholders will be closely monitoring the impact of these changes on viewership and advertising revenue. Additionally, the network may explore digital platforms and streaming services to reach audiences who are shifting away from traditional cable news.
Beyond the Headlines
The decline in cable news ratings, including MSNBC's, highlights a cultural shift in how audiences consume news, with increasing preference for digital and on-demand platforms. This trend poses ethical and operational challenges for traditional news networks as they adapt to new technologies and audience expectations. The transformation of MSNBC into Versant could serve as a case study for other networks considering similar moves to maintain relevance in a rapidly evolving media landscape.
