A bold move has paid off for MS NOW, the rebranded liberal news network, as it boasts impressive viewer growth. However, there's a catch: the parent company, Versant, is facing a revenue decline.
The Rebranding Paradox: More Viewers, Less Revenue
Mark Lazarus, CEO of Versant, announced on Tuesday that MS NOW's rebranding from MSNBC has resulted in a significant boost in viewership. Despite initial concerns from viewers, the network has seen a double-digit increase in total viewers since the name change in the fourth quarter.
But here's where it gets controversial: while the viewers are tuning in, the company's overall revenue has taken a hit. Versant's total revenue for 2025 stands at $6.69 billion, a 5.3% decline from the previous year.
The company attributes this decline to industry-wide pressures, particularly the shift away from cable television subscriptions. Revenue from cable TV subscriptions dropped by 5.4% from 2024 to 2025, a trend that Versant believes is manageable compared to more dire predictions.
And this is the part most people miss: advertising revenue took the biggest hit, dropping to $1.58 billion in 2025 from $1.73 billion in 2024.
Despite the challenges, Lazarus remains optimistic about the future. He emphasizes the importance of news and sports programming, which he believes will continue to drive viewership and attract advertisers.
For 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, stating that Versant's strategy remains independent, confident in its strong asset portfolio.
So, while MS NOW's rebranding has brought in new viewers, the question remains: can the network's popularity translate into sustained revenue growth? What do you think? Will MS NOW's strategy pay off, or is it a risky move in a changing media landscape? We'd love to hear your thoughts in the comments!
