A New Era for MS NOW

MS NOW, the cable news network that rebranded from MSNBC following its split from Comcast, is set to launch its first direct-to-consumer subscription service on Sept. 9. The offering, called "MS NOW's Membership," will cost $7.99 per month or $79.99 annually, with an introductory price of $39.99 for a full year available through Sept. 30.

President Rebecca Kutler described the membership as "the first step in a long-term strategy to deepen our relationship with audiences in ways that build on what they already value about MS NOW, while addressing what consumers told us was missing from the news experience." In a memo to staff, Kutler noted that the channel spent a year researching the member model, gathering 18,000 survey responses and conducting one-on-one conversations with consumers.

What Subscribers Get

The service will include 24/7 access to live streams and television programming, as well as original content and new verticals exploring how news and politics impact everyday life. Subscribers will also gain access to exclusive community features and opportunities to engage directly with the network's journalists. The offering is positioned as an additive experience to existing cable and digital services, aiming to amplify connections between viewers and MS NOW's anchors and reporters.

Kutler stated that the network will "continue to research, test, and refine this experience because we want it to be something that our loyal MS NOW fans genuinely love, as well as something that future fans genuinely need."

Strategic Context and Competition

The launch comes as MS NOW seeks to diversify revenue beyond cable carriage fees, adding live events, podcasts, and direct-to-consumer avenues. Versant CEO Mark Lazarus said on an Aug. 6 earnings call, "We are creating direct-to-consumer products, not streaming products, because it is much broader than just streaming what we do on television."

MS NOW is the last of the nation's three main cable-news outlets to offer a stand-alone subscription service. Fox News launched Fox Nation in 2018 at $8.99 per month or $71.49 annually, and now reports 2 million subscribers. CNN debuted its All Access plan last year at $6.99 per month or $69.99 annually. NBC News also offers a $5.99 per month paywall plan.

Past and Future Ventures

MS NOW has a history of experimenting with digital offerings. In 2014, while still known as MSNBC, it launched "Shift," a separate streaming platform that included programs like "The Briefing," "Code Forward," and "Reporter's Notebook." Previously, MSNBC programming was available on Peacock, including shows hosted by Zerlina Maxwell and Ayman Mohyeldin, but that ended with the split from Comcast.

Looking ahead, the network has overhauled its lineup and inked content deals with Crooked Media. It also plans a live event, "MS NOW Live: Together in Texas," on Sept. 26, featuring stars including Rachel Maddow, Lawrence O'Donnell, Jen Psaki, Stephanie Ruhle, Ali Velshi, and Chris Hayes. July marked the 30-year anniversary of MSNBC's launch with Microsoft in 1996.

MS NOW reports strong audience engagement, with typical viewers watching nine hours of programming per week and 11 million podcast downloads in June. The network also notes that its digital and TV audiences have less than 10% overlap, per Comscore, suggesting the membership service could reach a distinct segment of its viewership.