In early December, MSNBC experienced significant viewership declines across several flagship programs, marking a troubling period for the network. Programs such as “Alex Wagner Tonight,” “Inside with Jen Psaki,” and “The Last Word with Lawrence O’Donnell” reported historic lows, which underscores a larger pattern of dwindling audience engagement since the 2016 election.
MSNBC Faces Record Low Ratings Amidst Viewer Discontent
MSNBC Faces Record Low Ratings Amidst Viewer Discontent
The decline in MSNBC's viewership has raised concerns about the network's engagement with its audience and its future direction.
During the week of December 2, Alex Wagner's show managed to attract only 595,000 viewers on average. This is particularly concerning given that Wagner was put in place to fill the gap left by the now less frequent Rachel Maddow, who has seen a 43% drop in her audience following Trump’s election victory. Time slot peer Jen Psaki’s show fared slightly better but still lacked robust viewership, averaging just 651,000. Moreover, Lawrence O'Donnell's program reached a critical low, specifically in the demographic of adults aged 25-54, with only 61,000 viewers—a finding that highlights the challenges in capturing younger audiences.
The network's struggles have led some analysts to suggest that its apparent partisan approach may be alienating potential viewers. Critics argue that MSNBC's insistence on a largely one-sided narrative lacks the diverse array of opinions that audiences seek, further drawing unfavorable comparisons to rivals such as CNN, which has begun to incorporate conservative perspectives to broaden its viewership base.
Compounding these issues, allegations of integrity lapses have emerged, particularly with figures like Al Sharpton, who faced scrutiny for allegedly not disclosing payments from a political campaign during interviews. Such controversies can resonate with audiences from all political affiliations, potentially chiseling away at the network's credibility and trust.
In light of these challenges, MSNBC's current ratings landscape may signal a necessary reevaluation of their programming strategies. For the network to recover and recapture its audience, it may have to prioritize rebuilding trust and diversifying its content.
The network's struggles have led some analysts to suggest that its apparent partisan approach may be alienating potential viewers. Critics argue that MSNBC's insistence on a largely one-sided narrative lacks the diverse array of opinions that audiences seek, further drawing unfavorable comparisons to rivals such as CNN, which has begun to incorporate conservative perspectives to broaden its viewership base.
Compounding these issues, allegations of integrity lapses have emerged, particularly with figures like Al Sharpton, who faced scrutiny for allegedly not disclosing payments from a political campaign during interviews. Such controversies can resonate with audiences from all political affiliations, potentially chiseling away at the network's credibility and trust.
In light of these challenges, MSNBC's current ratings landscape may signal a necessary reevaluation of their programming strategies. For the network to recover and recapture its audience, it may have to prioritize rebuilding trust and diversifying its content.
