A bold move by MS NOW has sparked a fascinating debate in the media industry. The network's name change has divided opinions, with some celebrating its success and others questioning its impact on revenue.
MS NOW, formerly known as MSNBC, has seen a remarkable turnaround in viewership since its rebranding. The CEO of Versant, Mark Lazarus, proudly announced that the network's total viewers have grown by double digits since the fourth quarter. This growth is particularly impressive given the initial concerns expressed by viewers about the name change.
However, here's where it gets controversial: while MS NOW's audience has expanded, its parent company, Versant, has experienced a decline in revenue. In 2025, Versant's total revenue came in at $6.69 billion, a 5.3% decrease from the previous year. This decline is largely attributed to the industry-wide shift away from cable television subscriptions, with revenue from cable TV dropping by 5.4% in the same period.
And this is the part most people miss: despite the increase in viewers, advertising revenue took the biggest hit, dropping from $1.73 billion in 2024 to $1.58 billion in 2025. This decline in advertising revenue is a significant concern for the company.
Despite the revenue challenges, Lazarus remains optimistic about the future. He highlighted the importance of news and sports programming, which he believes drives 60% of television viewership. Lazarus is particularly pleased with the early success of MS NOW's live news and sports offerings, which have attracted engaged audiences and strong advertiser interest.
Looking ahead to 2026, Versant is banking on advertising tied to the midterm elections and the upcoming launch of a direct-to-consumer MS NOW service to boost revenue. Lazarus also addressed the pending merger of Paramount Skydance and Warner Bros Discovery, emphasizing that Versant's strategy remains independent and that they have a strong portfolio of assets.
So, the question remains: has MS NOW's name change been a success or a setback? While the network has gained viewers, the impact on revenue is a complex issue. What do you think? Share your thoughts in the comments and let's discuss the future of MS NOW and the media industry as a whole.
