The US's largest liberal-leaning network, MS NOW, has experienced a significant surge in viewers since its rebranding from MSNBC, according to the company's CEO. However, despite this positive development, the network's owner, Versant, has seen a decline in revenue. The CEO, Mark Lazarus, attributed the double-digit growth in viewership to the network's passionate audience, who watch an impressive eight to nine hours per week. But the financial picture is a different story. While MS NOW's live news, sports, and entertainment programming continue to attract large audiences, the overall revenue for 2025 was $6.69 billion, a 5.3% decrease from the previous year. This decline is attributed to the industry-wide pressures of cord-cutting, with cable TV subscription revenue dropping by 5.4%. The company's stock price has also taken a hit, falling by 27% since the beginning of the year. Despite these challenges, Versant remains optimistic about its future, with plans for a direct-to-consumer MS NOW service and revenue projections of $6.15 billion to $6.4 billion for 2026, including advertising tied to the midterm elections.
