MS NOW Launching Direct-To-Consumer Product Aimed at Providing a Digital 'Home for Progressives'

MS NOW is preparing to roll out a new direct-to-consumer (DTC) platform designed to serve as a central hub for progressive digital audiences, following a recent uptick in viewership after its rebranding. The initiative was unveiled by Versant, MS NOWs parent company, during an investor-focused event in New York City.

The network is presenting this upcoming service as more than a conventional streaming platform, positioning it as a next step in its digital evolution, following the launch of MS NOW Live, a series of live events featuring network hosts.

Unlike standard subscription streaming services, the MS NOW DTC platform will focus on building community, promoting membership, and encouraging civic engagement. According to a statement from the network, the platform aims to consolidate diverse contentpodcasts, YouTube clips, short-form videos, and newsinto a single accessible space, fostering a sense of belonging for progressive audiences.

The service promises exclusive interaction with hosts, curated content, opportunities for community discussions, and tools to participate actively in civic initiatives. Current on-air personalities include Joe Scarborough, Mika Brzezinski, Rachel Maddow, Nicolle Wallace, Ali Velshi, and Jen Psaki.

The platform will continue to provide traditional 24/7 streaming of MS NOW. Since rebranding from MSNBC last month, the network has seen a notable increase in viewership, with primetime ratings rising by 25% to 1.25 million and total-day viewers averaging 620,000, reflecting a 23% increase month-over-month. Ratings growth was also observed in the 25-54 demographic, exceeding 20% in both daytime and primetime slots.

Author: Natalie Monroe