MS NOW to Offer Direct-to-Consumer Service Starting Next Summer

MS NOW enthusiasts can look forward to a new way to engage: a direct-to-consumer (DTC) platform is on the horizon. Versant, the parent company of MS NOW, has announced plans to roll out this offering next summer.

While specific details remain limited, the platform is described as a digital hub for progressives, focusing on community, membership, and democratic engagement rather than functioning solely as a traditional streaming service. It will, however, include live streaming of the existing linear channel.

The aim is to create an online space that combines MS NOW programming with podcasts, YouTube clips, short-form videos, interactive content, and community features. Versant emphasizes that this initiative represents the largest digital investment in the channels history and is still in the research phase.

MS NOW president Rebecca Kutler noted that Versant is granting the brand greater autonomy to explore digital ventures, encouraging experimentation and a flatter organizational structure. Marcus Mabry has been appointed to lead the DTC project.

Since its rebranding, MS NOW has experienced a 25% increase in primetime viewership compared to October averages, partly influenced by favorable election-day results for progressive audiences. The channels prominent hosts, including Rachel Maddow, Jen Psaki, Lawrence ODonnell, Joe Scarborough, and Mika Brzezinski, are expected to play a central role in the new platform.

The announcement came during an investor event at the Nasdaq building in Times Square. Versant also revealed a collaboration with the prediction market Kalshi to integrate its data into programming.

Author: Harper Simmons