MSNBC in Crisis: The Battle for Relevance Amid Declining Ratings and Programming Changes

MSNBC, once a dominant force in cable news, is now facing a significant crisis. As several high-profile hosts have left the network and viewership continues to decline, the network’s leadership is scrambling to figure out how to reverse its fortunes. One of the most notable developments in this ongoing crisis is the continuing decline in ratings for MSNBC’s flagship programming, including The Rachel Maddow Show, which has seen a substantial drop in viewers since the 2024 election.

The Ratings Crisis: Why Has MSNBC Struggled Post-Trump?

MSNBC’s ratings have been steadily falling since the end of the Trump administration, with the network’s prime-time lineup, especially Maddow’s show, taking the biggest hit. Following the election of President Joe Biden, MSNBC’s audience began to decline. The hyper-political, Trump-centric news cycle that had propelled the network’s success shifted into a quieter, less dramatic phase, leading to a steady dip in viewership. By early 2025, Maddow’s ratings had dropped from 2.3 million viewers to just 1.8 million, marking a staggering 22% decrease. The loss was even more pronounced in the coveted 25-54 demographic, with a further 29% drop in this key age group that advertisers depend on.

The struggles were especially visible when Maddow, who had already reduced her schedule to a once-a-week appearance, experienced a further decline in ratings during her reduced airtime. While certain major news events brought short-term viewership surges, the broader trend pointed to a network grappling with a shrinking audience and a lack of new direction.

Maddow’s Temporary Return and the New Programming Shake-Up

To address the drop in viewership, MSNBC executives made the bold move to temporarily bring Maddow back to a five-night-a-week hosting schedule. This return was expected to help revive the network’s ratings, particularly during the early days of the Biden administration. While Maddow’s return did see some improvement in viewership, it was clear that the issues facing the network were more deeply entrenched. Despite the brief uptick, MSNBC’s struggle to adapt to the changing political landscape remained a significant hurdle.

Alongside Maddow’s return, MSNBC also introduced several new programming initiatives in an attempt to reinvigorate the primetime lineup. These included new shows such as Here Is What Is True, a fact-checking series hosted by Chris Hayes, designed to combat misinformation and provide viewers with evidence-based journalism. The series aimed to reaffirm the network’s commitment to credible reporting in an increasingly polarized media environment. Despite these changes, however, MSNBC’s ratings failed to fully recover, and the network continued to grapple with the challenge of regaining the trust of its audience.

Departures of Key Hosts: The Loss of Prominent Voices

One of the most significant developments in the network’s ongoing crisis has been the departure of several key MSNBC hosts. Joy Reid, whose program The ReidOut had long been a fixture in the network’s lineup, was among the most high-profile departures. Reid’s exit shocked both her fans and the MSNBC team, especially since her show had provided a platform for political discourse, particularly with African American audiences.

Reid’s departure, combined with other programming cuts and restructuring efforts, fueled speculation about the network’s future direction. With several hosts like Katie Phang and Jonathan Capehart also seeing their roles diminished or restructured, it raised concerns about the network’s commitment to diversity. The loss of prominent non-white hosts was particularly troubling for many observers who saw the changes as a move away from inclusivity and representation.

The Growing Influence of Conservative Voices: Shifting Strategies at MSNBC

In an effort to respond to criticism of its liberal bias, MSNBC has begun to incorporate more conservative voices into its programming. Under the leadership of CEO Mark Lazarus, the network has made it clear that it aims to shift its editorial stance and shed the perception of liberal bias. The inclusion of conservative figures such as Symone Sanders-Townsend, Michael Steele, and Alicia Menendez to primetime slots was part of this strategy to offer more balanced perspectives and appeal to a broader audience.

Despite these changes, the network still faces a major challenge: its long-standing audience of liberal viewers has been deeply loyal to its original programming. The attempt to bring in more diverse voices, particularly from the right, may alienate these viewers without attracting enough new ones. Whether this strategy will help revitalize MSNBC or lead to further fragmentation of its base remains uncertain.

The Dominance of Fox News: The Growing Competition

As MSNBC struggles with its internal challenges, Fox News continues to dominate the cable news landscape. With conservative programming on the rise, Fox has solidified its position as the leading network for right-wing commentary. Recent reports suggest that Fox News has successfully attracted more Independents and even some Democrats to its viewership, expanding its audience reach and further tightening its grip on cable news.

Fox News’ ability to broaden its appeal across political demographics has intensified competition within the cable news industry. MSNBC, once seen as the counterpoint to Fox News’ conservative slant, now faces an uphill battle to compete with a network that has successfully captured viewers across the political spectrum. This growing competition has put even more pressure on MSNBC to reconsider its programming and editorial choices in an attempt to regain lost viewership.

The Future of MSNBC: Can the Network Recover?

As MSNBC faces its biggest challenge in years, the future of the network remains uncertain. The once-unassailable position it held as a leader in political news is no longer guaranteed. Despite the efforts to bring in new programming and bring back key figures like Rachel Maddow, the network is still struggling to maintain a loyal audience. The decline in viewership, compounded by the loss of key talent and the growing influence of conservative voices on Fox News, has left MSNBC’s future in question.

The next few months will likely determine whether MSNBC can recover from its current struggles. If the network is unable to adapt to the changing media landscape, it may find itself increasingly marginalized in the competitive cable news market. However, the introduction of more balanced programming, along with efforts to address the network’s liberal image, could help it regain some of its lost audience.

For Rachel Maddow, her future at MSNBC is also uncertain. While her temporary return to primetime has brought some improvement in ratings, the long-term success of her role at the network will depend on how well both she and MSNBC adapt to the evolving political environment. Her influence remains significant, but whether it can be leveraged to reverse the network’s fortunes is yet to be seen.

Conclusion: A Network at Crossroads

MSNBC is facing one of the most significant crises in its history, with declining ratings, departures of key hosts, and shifts in programming strategy contributing to an uncertain future. As the cable news landscape continues to evolve, the network’s leadership must make bold decisions about its direction. The choices made in the coming months will determine whether MSNBC can recover from its struggles or continue to slide into irrelevance. The competition from Fox News and the changing demands of the media landscape will require MSNBC to make significant adjustments if it hopes to reclaim its status as a leader in political journalism.