A bold move has paid off for MS NOW, the rebranded US liberal media giant, with a significant boost in viewership. However, this success story comes with a twist, as the network's parent company, Versant, faces a decline in revenue.
The Power of Rebranding
MS NOW, formerly known as MSNBC, has experienced a remarkable turnaround since its name change. CEO Mark Lazarus proudly announced a double-digit increase in viewers since the fourth quarter, a clear sign of the rebrand's success.
But here's where it gets controversial... While the network's passionate fans now tune in for an impressive 8-9 hours weekly, Versant's overall revenue has taken a hit.
The Financial Picture
Versant, which includes MS NOW alongside other channels like CNBC and the Golf Channel, reported a 5.3% decline in total revenue for 2025, reaching $6.69 billion. This decrease is largely attributed to a 5.4% drop in cable television subscription revenue and a substantial year-over-year decline in advertising income.
And this is the part most people miss... Despite the challenges, Versant remains optimistic. Lazarus highlighted the resilience of news and sports programming, which continues to drive a significant portion of television viewership.
Looking Ahead
For 2026, Versant is banking on the midterm elections and the upcoming launch of a direct-to-consumer MS NOW service to boost advertising revenue. Lazarus also addressed the pending merger of Paramount Skydance and Warner Bros Discovery, emphasizing Versant's commitment to its independent strategy.
So, what do you think? Is MS NOW's rebranding a brilliant move, or is it too early to celebrate? Share your thoughts in the comments and let's spark a discussion!
