MSNBC President Rashida Jones declared her immediate exit from the network amidst its most significant ratings drop in history and an impending corporate restructuring that would separate the channel from NBCUniversal.
In a memo to staff, Jones stated, “After four incredible years at the helm of MSNBC and 11 years at NBCU, I have made the decision to pursue new opportunities.”
The network’s viewership loss has been unparalleled. MSNBC’s primetime programming, which averaged 1.8 million viewers in October 2024, has seen a 54% decline to just 808,000 viewers since election night. Similarly, daytime ratings exhibit a 16% drop, with a worrying 57% fall in the pivotal 25-54 age demographic favored by advertisers.
Several major programs on the network have registered their lowest viewer counts of the year, including “Alex Wagner Tonight,” “Andrea Mitchell Reports,” “Chris Jansing Reports,” “Deadline: White House” with Nicolle Wallace, “José Díaz-Balart Reports,” Joy Reid’s “The ReidOut,” and “The Last Word with Lawrence O’Donnell.” “All In with Chris Hayes” experienced its lowest viewership since May 10, 2016.
The leadership transition comes at a critical time as Comcast plans to spin off its cable assets into a new publicly traded entity named “SpinCo.” This restructuring could potentially force MSNBC to vacate its longstanding location at 30 Rockefeller Plaza in New York City. Rebecca Kutler, a one-time CNN executive and the current senior vice president of content strategy, has been appointed as interim president.
Mark Lazarus, who will head the newly formed company, commended Jones’ tenure in a staff memo, asserting she “expertly navigated MSNBC through a years-long, unrelenting and unprecedented news cycle.”
MSNBC has announced significant programming shifts to counter the ratings crisis. Rachel Maddow, whose show averaged 2.5 million viewers in 2024, will temporarily return to a five-day-per-week schedule during the first 100 days of the incoming administration. Alex Wagner, whose show recently hit its lowest ratings since its inception in 2022, will temporarily transition to special assignments.
Contrastingly, Fox News has seen significant growth. While MSNBC’s total audience has diminished by 46% compared to early 2024, Fox News has captured 70% of the cable news audience and experienced a 58% increase in primetime viewership compared to 2024 averages. Fox News’s viewership surged by 61% following election night, while MSNBC lost 26% of its year-to-date totals.
The network’s dwindling popularity has sparked public criticism. Sharon Waxman, founder and CEO of TheWrap and a longtime MSNBC viewer, expressed her distaste for the network’s current state, stating that she hadn’t turned on the news since Donald Trump won the election.
The reduction in viewership echoes a similar trend after Trump’s 2016 victory, but is further amplified by growing consumer distrust in traditional news outlets and a continued shift away from cable TV subscriptions.
Despite the recent decline, Jones’ tenure at MSNBC had its moments of success. Under her leadership, MSNBC overtook CNN to become the second-most-watched news channel and recorded its first-ever election night ratings win over CNN. However, industry analysts suggest the election night success might have been a one-off, with viewers tuning in specifically for the network’s event coverage.
Analysts attribute MSNBC’s losses to several factors. Johanna Dunaway, a political science professor at Syracuse University, offered her insight, saying, “Partisan viewers turn away in disgust when it’s the other side having that postelection euphoria.” The disillusionment among left-leaning audiences, coupled with disappointment over Vice President Kamala Harris’s defeat, has led many to temporarily disengage from political content.
MSNBC is not alone in experiencing this trend. CNN, another left-leaning network, reported a 46.7% drop in primetime viewers, while Fox News saw its audience increase.
The decline also underscores a larger shift in how Americans consume news. Streaming platforms, podcasts, and digital-first outlets have grown in popularity. MSNBC faces the dual challenge of retaining its core audience while competing with these newer platforms, a shift that Jones referred to as an “existential crisis” for traditional cable news.
MSNBC’s future is fraught with challenges. Besides the declining cable subscriptions affecting all networks, MSNBC must navigate its new corporate structure while attempting to rebuild its audience. Despite Lazarus confirming the network will retain its name after the spin-off, its previous average of 1.22 million viewers in primetime during 2024 has significantly dwindled.
