A bold move has paid off for MS NOW, the rebranded US liberal network, with a significant boost in viewership. However, this success story comes with a twist, as the network's owner, Versant, faces a decline in revenue.
The Power of a Name Change
MS NOW, formerly known as MSNBC, has experienced a remarkable turnaround since its rebranding in the fourth quarter. CEO Mark Lazarus proudly announced that the network has seen double-digit growth in total viewers since November, a clear sign of the new name's appeal.
But here's where it gets controversial: despite the increased viewership, Versant, the parent company, is reporting a decline in revenue for 2025. Early polling had shown concern among viewers about the name change, but MS NOW's passionate fans have proven otherwise, with some watching up to nine hours per week, an impressive engagement rate.
Industry Pressures and Financial Challenges
Versant, which includes MS NOW alongside other channels like CNBC and the Golf Channel, has faced industry-wide challenges. The rise of cord-cutting has impacted cable television subscriptions, with a 5.4% decline in revenue from 2024 to 2025. Advertising revenue took the biggest hit, dropping to $1.58 billion from $1.73 billion in the previous year.
And this is the part most people miss: the company's net income for 2025 was $930 million, a significant figure, but it still represents a 27% decline in stock price since the beginning of the year.
The Future of Versant
Lazarus remains optimistic, emphasizing the importance of news and sports programming, which he believes will continue to drive viewership and attract advertisers. For 2026, Versant is expecting a boost in advertising revenue from the midterm elections and the upcoming launch of a direct-to-consumer MS NOW service.
When asked about the merger of Paramount Skydance and Warner Bros Discovery, Lazarus remained confident in Versant's independent strategy, highlighting their strong assets.
So, has MS NOW's name change been a success or a setback? The numbers tell a complex story. What's your take on this? Feel free to share your thoughts and opinions in the comments below!
