A bold move has paid off for MS NOW, the rebranded liberal powerhouse network, with a significant boost in viewership since its name change. However, this success story comes with a twist, as the network's parent company, Versant, faces a decline in revenue.
The Power of Rebranding
Mark Lazarus, CEO of Versant, proudly announced on Tuesday that MS NOW's viewership has soared since its rebranding from MSNBC. Despite initial concerns among viewers, the network has seen double-digit growth in total viewers since November, a testament to the power of a well-executed rebrand.
MS NOW, home to popular shows like Morning Joe and the Rachel Maddow Show, has engaged its most passionate viewers, who tune in for an impressive eight to nine hours per week. This level of dedication places MS NOW among the top media TV networks in terms of viewer engagement.
A Changing Media Landscape
But here's where it gets controversial. While MS NOW's viewership is thriving, Versant, the parent company, is navigating a challenging media landscape. The company, which includes MS NOW, CNBC, the Golf Channel, and USA Network, has seen a decline in revenue. Total revenue for 2025 stood at $6.69 billion, a 5.3% decrease from the previous year.
The decline is attributed to industry-wide pressures, particularly the trend of cord-cutting. Revenue from cable television subscriptions dropped by 5.4% from 2024 to 2025, a manageable decline, according to the company, compared to more dire predictions.
Advertising revenue took the biggest hit, dropping to $1.58 billion in 2025 from $1.73 billion in 2024. The financial results reflect the company's performance over the last two years.
Looking Ahead
Despite the revenue decline, Versant remains optimistic. Lazarus emphasized the importance of news and sports programming, which account for 60% of television viewership. He expressed satisfaction with the early returns, highlighting the network's ability to attract large audiences and generate strong advertiser demand.
For 2026, Versant is banking on advertising tied to the midterm elections and the upcoming launch of a direct-to-consumer MS NOW service to boost revenue. The company expects to generate between $6.15 billion and $6.4 billion in revenue next year.
In response to the pending merger of Paramount Skydance and Warner Bros Discovery, Lazarus affirmed Versant's commitment to its independent strategy. "We have our plan to go as an independent company," he said, emphasizing the strength of their assets.
And this is the part most people miss: the impact of a successful rebrand can be a double-edged sword. While MS NOW's viewership has soared, the parent company's revenue decline highlights the challenges of navigating a rapidly evolving media landscape.
What do you think? Is the MS NOW rebrand a smart move, or is it too little too late in the face of industry-wide challenges? Share your thoughts in the comments below!
