MSNBC’s new prime time lineup, launched on May 5th, has seen disappointing viewer engagement, leading to a significant drop in ratings. According to recent reports, the network’s audience has declined to near record lows, particularly in the crucial 25-54 age demographic. The first month of the new schedule has revealed stark statistics: MSNBC experienced a drastic 41% drop in the primetime demographic and a 34% decrease in total day demo viewers compared to May 2024. Overall, total viewers plummeted by 33% during the day and 24% in prime time.
In numerical terms, MSNBC’s total day demographic viewership fell to an average of just 49,000 viewers, while prime time figures reached only 73,000—marking it as one of the worst-performing months for the network. This downturn positions MSNBC’s ratings just above January 2025, which was an exceptionally low point.
Contrastingly, Fox News emerged as the only major network to record year-over-year growth during the same period, boasting gains of 21% in total viewers and an impressive 22% in the total day demographic. The network’s prime time viewership surged by 23% overall, with the demographic up by 32%. This stark difference illustrates how Fox News continues to dominate in a market where others struggle.
Turning to CNN, the network also recorded declines, dropping 24% in total day viewers and 27% in daytime demographic ratings. Its prime time averages dipped by 18% in total viewership and 21% in the demographic, with only 426,000 total viewers tuning in, a marked difference compared to Fox News’s robust 2.5 million viewers and MSNBC’s average of 877,000.
The unveiling of MSNBC’s new lineup included the introduction of several shows. Notably, “The Weeknight,” hosted by Symone Sanders Townsend, Michael Steele, and Alicia Menendez, debuted at 7 pm. However, this program also suffered a 13% decline in viewership compared to the same time slot’s performance in 2025. The show now averages 770,000 viewers, which is 36% lower than the 1.2 million who watched MSNBC during that hour last year.
Another prominent addition was Jen Psaki’s show, which replaced Alex Wagner’s program at 9 pm, airing Tuesday through Friday. Since its launch, it has attracted an average of 973,000 total viewers. Unfortunately, this figure represents a 46% reduction over what was seen in the same slot earlier this year with Maddow, who is recognized as the biggest draw on cable news outside Fox. Additionally, Psaki’s numbers show a 20% decline from Alex Wagner’s average in 2024, highlighting the uphill battle MSNBC faces in recapturing its audience.
Rachel Maddow returned to the network’s fold but only on Mondays at 9 pm, averaging 1.8 million viewers since the lineup change. This number reflects a 24% drop from the previous year’s similar timeframe when her show generated an impressive 2.4 million viewers.
The ratings decline for CNN and MSNBC coincides with a broader trend where many on the left appear reluctant to engage with mainstream news media. Not only are audiences turning away from traditional cable news sources, but they are also increasingly favoring alternative platforms for news consumption, such as podcasts and YouTube channels.
Interestingly, emerging platforms like NewsNation showed promising growth during May, with total day viewership rising 21% and an impressive 50% increase in the total day demographic. Similarly, Newsmax noted a surge in its total day demographic by 60%, despite a minor dip in overall daily viewership numbers.
The current landscape for MSNBC raises important questions about evolving viewer preferences and the implications for future programming decisions. It appears essential for the network to address the trending disengagement, as viewer loyalty shifts toward more modern forms of media consumption.
As cable news continues to fight for eyeballs in an increasingly fractured media landscape, MSNBC will need to seriously reassess its strategic approach to draw back its viewers and enhance its appeal. The key to recovery may lie in rediscovering the unique elements that once made the network a go-to source for its audience. Whether this involves rekindling the investigative journalism for which it was once celebrated or adapting to the digital trends transforming the media industry, only time will tell how MSNBC responds to these challenges.
In summary, the new prime time lineup has not resonated with audiences as MSNBC had anticipated. With ratings falling to concerning lows, the network stands at a critical juncture, needing to rethink its strategies to engage an audience that is increasingly opting for alternative sources of news and information. The coming months will likely see heightened scrutiny as both viewers and industry analysts track how the network adapts to reclaim its position.
Source link
