Jen Psaki’s Primetime Challenge: MSNBC’s Bold Gamble Faces Rocky Start

Jen Psaki’s highly anticipated transition into MSNBC’s primetime slot has taken a rocky start, with early ratings plunging and the future of her new show The Briefing now under scrutiny. The network’s decision to move the former White House Press Secretary from Inside with Jen Psaki to the coveted 9 p.m. hour was seen as a significant step in reshaping MSNBC’s future in the post-Rachel Maddow era. However, just days into her broadcast, Psaki’s show is already facing challenges that have left both fans and network executives questioning whether the gamble will pay off.

A High-Profile Promotion, But A Complicated Transition

In many ways, Psaki’s promotion was meant to mark the beginning of a new era at MSNBC. The network’s president, Rebecca Kutler, has hailed Psaki as “the face of the new chapter” at MSNBC, praising her experience in Washington and insider access as key strengths. Psaki, who had been hosting Inside with Jen Psaki on Sundays, transitioned into The Briefing in a bid to provide deeper, more insightful political analysis and discussions in the 9 p.m. primetime slot. However, the transition has been anything but smooth, as early ratings show significant drops in both total viewership and the coveted 25–54 demographic.

According to Nielsen data, The Briefing premiered with a solid 1.2 million viewers and 139,000 in the 25-54 demo. Yet by the second night, those numbers had significantly dropped—total viewers fell to just over 1 million, and the demo plummeted by 53%, with only 65,000 tuning in. Among younger viewers, the slide was even steeper, with a 67% decline in the 18-49 demographic.

The Challenge of Following Rachel Maddow

The biggest hurdle for Psaki is the shadow of Rachel Maddow, who previously dominated the 9 p.m. hour with The Rachel Maddow Show. Maddow’s unique brand of storytelling, combined with her long-running status as one of the most trusted figures in political journalism, made her a tough act to follow. Psaki herself acknowledged this in a recent interview, stating, “There’s only one Rachel Maddow. Even if I trained at the Rachel Maddow anchor school for five years, I could never do what she does.”

Maddow’s departure from her nightly spot to a once-a-week show has left a significant gap in MSNBC’s programming, and the network had hoped that Psaki could step in and fill that void. But so far, the early signs suggest that Psaki’s style may not resonate in quite the same way with audiences. While she is undoubtedly skilled in political analysis, her more straightforward approach has yet to capture the same energy that Maddow’s brand of investigative journalism and engaging storytelling brought to the table.

The Competition Is Fierce

The 9 p.m. slot is one of the most competitive in cable news, with heavyweights like Fox News’ Hannity and CNN’s Anderson Cooper 360 occupying the same time. On the night following Psaki’s debut, the competition was especially fierce, as The Briefing was not only beaten by both Fox News and CNN but also by reruns of popular sitcoms like Seinfeld and The King of Queens, as well as Nickelodeon’s Paw Patrol—a children’s show. This further compounded the feeling that The Briefing was struggling to capture the viewership needed to solidify its primetime position.

The ratings drop also marked MSNBC’s lowest-rated 9 p.m. slot since December 2024, further indicating that the show has yet to find its footing in the crowded landscape of cable news.

Changes at MSNBC: Internal Struggles and Financial Pressure

The timing of Psaki’s promotion coincides with larger internal changes at MSNBC, including a wave of cost-cutting measures. According to reports, there have been significant structural shifts within the network, including the cancellation of The ReidOut with Joy Reid and a reshuffling of time slots for other anchors like Katie Phang and Jonathan Capehart. These changes have led to concerns about the network’s financial health, with some contributors even being asked to pay for their own transportation and makeup.

Sources within MSNBC have hinted that Psaki’s show is being closely monitored not just for its ratings, but also as part of the network’s broader strategy to revamp its image and attract a younger, more diverse audience. While Psaki’s vast political knowledge and access to key figures are assets, her transition into the primetime spot may not be as seamless as the network had hoped.

What Jen Psaki Hoped to Bring: A Shift in Tone

Psaki had expressed a desire to offer more clarity amid the chaos of modern political reporting, telling Vanity Fair that she wanted The Briefing to focus on “clarity amid chaos” and provide viewers with a deeper understanding of what’s happening in the world. Her vision for the show included moving away from traditional “inside-the-Beltway” reporting and giving viewers a more nuanced take on Washington’s power dynamics.

However, critics have pointed out that the shift in tone hasn’t quite landed with audiences. Psaki’s more subdued style may not be the kind of content viewers expect from a primetime slot, especially in comparison to the more combative, sometimes sensationalist programming of other cable news outlets.

The Larger Question: Can MSNBC Build New Stars?

At the heart of The Briefing’s early struggles lies the larger issue: can MSNBC build new stars in the post-Maddow era? The network has been grappling with this question ever since Maddow’s announcement that she would step back from her nightly show. In 2022, the network attempted to replace Maddow with Alex Wagner, but after lukewarm ratings, Wagner’s show was demoted, and MSNBC’s programming has been in flux ever since.

Psaki, while undoubtedly talented, faces an even steeper challenge than Wagner. Her past role as White House Press Secretary has made her a polarizing figure, and her appeal among conservatives and independents may be limited.

What Happens Now?

While it’s too early to declare The Briefing a failure, the early numbers and internal shakeups have raised alarms. Psaki remains in the primetime slot for now, but with the network’s future at stake and the clock ticking, it remains to be seen if her show can stabilize its viewership or if the network will consider a course correction.

Fox News and CNN have firmly established themselves as leaders in cable news, and if MSNBC is to regain its footing, the question remains: Can Jen Psaki step out of Rachel Maddow’s shadow and build her own legacy in primetime? Or will she, like Alex Wagner before her, find herself as part of a failed experiment in a shifting media landscape?

For now, the critics and the audience are watching closely, and the pressure is on. The game is far from over, but the stakes have never been higher for Jen Psaki and the future of MSNBC’s primetime lineup.