MSNBC’s Morning Joe Faces Scrutiny Over Ratings Claims Amid Industry Shifts

The media landscape in 2025 is undergoing a seismic shift, with traditional cable news networks like MSNBC facing unprecedented challenges. At the heart of this transformation is a recent controversy surrounding Morning Joe, MSNBC’s flagship morning show, which has been accused of inflating its viewership numbers in a promotional advertisement. The ad, released in early April 2025, claimed the show was averaging 2.6 million unique viewers each morning, a figure that starkly contrasts with industry-reported data. This discrepancy has sparked a broader conversation about transparency in media, the reliability of ratings in the digital age, and the future of legacy networks in an era dominated by streaming platforms.

The Ratings Controversy: A Closer Look

The controversy began when Morning Joe released an advertisement touting its viewership success, asserting that it averages “twice as many viewers as CNN” and reaches 2.6 million unique viewers daily across its four-hour broadcast from 6 to 10 a.m. ET. The ad also highlighted the show’s dominance in Washington, D.C., calling it the “#1 morning cable show in DC” and claiming a ten-year streak of beating CNN in total audience. However, these claims have been met with skepticism, as recent Nielsen ratings paint a very different picture.

According to data published by AdWeek and other trade publications, Morning Joe’s viewership has been significantly lower than the advertised figures. In the period following the 2024 election, the show averaged 651,000 total viewers, a sharp decline from its pre-election average of 1.1 million. By early 2025, Nielsen ratings reported in outlets like TV Insider and The Daily Mail indicated that Morning Joe was averaging around 684,000 viewers, with a notable drop in the coveted 25-54 demographic, where it trailed CNN’s News Central for the first time since 2022. These numbers are a far cry from the 2.6 million unique viewers claimed in the ad, raising questions about how MSNBC arrived at such a figure.

Industry observers have pointed out that the 2.6 million figure might be an aggregate of unique viewers over a longer period, such as a month, rather than a daily average. However, the ad’s phrasing suggests a daily reach, which has led to accusations of misleading marketing. “The discrepancy between the ad and the Nielsen data is striking,” noted a media analyst in a recent trade report. “If MSNBC is using a different metric, they need to be transparent about it, especially when pitching to advertisers who rely on accurate data to make decisions.”

A Struggling Show in a Changing Landscape

The ratings controversy comes at a challenging time for Morning Joe. The show, hosted by Joe Scarborough and Mika Brzezinski, has historically positioned itself as a go-to destination for in-depth news commentary and interviews with influential figures. However, its viewership has been on a downward trajectory since late 2024. Reports indicate a 40% drop in total viewers post-election, from 1.1 million to 651,000, with a 46% decline in the 25-54 demographic, a key group for advertisers. This decline mirrors broader struggles at MSNBC, which saw its primetime audience dip by 53% in the same period, while CNN experienced a 47% drop.

In contrast, competitors like Fox News have seen significant gains, with total day viewership soaring 41% to 2.001 million in the same timeframe. Fox News’s morning program, Fox & Friends, has consistently outperformed Morning Joe, averaging 1.919 million total viewers in Q1 2025. Even CNN’s News Central, with hosts Kate Bolduan, Sara Sidner, and John Berman, has gained ground, surpassing Morning Joe in the 25-54 demographic with 73,000 viewers compared to MSNBC’s 64,000 in the first quarter of 2025.

The struggles of Morning Joe are emblematic of broader challenges facing traditional cable news. Audiences are increasingly turning to streaming platforms and independent creators for content that feels more authentic and accessible. As one industry commentator noted, “The old model of a big studio, a giant set, and a team of producers is becoming obsolete. People want content that’s immediate, unfiltered, and engaging—something cable news is struggling to deliver.”

The Rise of Streaming and Independent Media

The shift away from traditional TV is a key factor in the declining relevance of shows like Morning Joe. Streaming platforms and independent creators are capturing audiences with content that is more dynamic and interactive. For example, a popular independent streamer recently highlighted their success, claiming 88 million views a month and nearly 750,000 subscribers, with hundreds of thousands tuning in daily. This level of engagement starkly contrasts with Morning Joe’s reported viewership, underscoring the growing appeal of digital media.

Streaming offers a three-dimensional experience that traditional TV cannot replicate. Viewers can interact with creators in real time, leaving comments, asking questions, and even joining live discussions. This interactivity fosters a sense of community and authenticity that resonates with modern audiences. “The distribution channel has changed massively,” the streamer noted. “Content is what matters now, not the network. Personality and authenticity are key.”

This shift has significant implications for legacy networks like MSNBC. The high costs of maintaining a traditional broadcast infrastructure—large sets, extensive production teams, and high-profile talent—are becoming harder to justify as viewership declines. For instance, the reported $25 million salary of MSNBC’s Rachel Maddow has been a point of contention, especially as her show also experienced record-low ratings in late 2024, dipping to 1.69 million viewers for her final episode.

The Future of Cable News: Adapt or Fade?

The controversy surrounding Morning Joe’s ratings highlights a deeper existential crisis for cable news. As audiences migrate to digital platforms, networks like MSNBC must adapt to survive. Some industry experts suggest that cable news could pivot to a hybrid model, blending traditional broadcasts with streaming content to reach younger, cord-cutting audiences. MSNBC has already seen success on platforms like YouTube and TikTok, with 194 million video views on YouTube in February 2025, a 156% increase month-over-month, and 235 million views on TikTok, up 366% year-over-year.

However, this digital success has not translated to linear TV viewership, where MSNBC continues to lag behind competitors. The network’s parent company, Comcast, is reportedly eager to offload MSNBC through a new entity called SpinCo, signaling a lack of confidence in the network’s long-term viability. “Comcast wants the headache to go away,” one observer remarked. “They’re betting that MSNBC will either survive or fail on its own, but the expectation is failure.”

For Morning Joe, the path forward is unclear. The show has a loyal audience in certain markets, particularly Washington, D.C., where it remains the most-watched morning cable show. However, its inability to retain younger viewers and its questionable ratings claims have damaged its credibility. To regain trust, MSNBC must prioritize transparency in its reporting of viewership data and invest in content that resonates with a digital-first audience.

A New Era for Media Consumption

The media industry in 2025 is at a crossroads. The decline of traditional cable news, exemplified by Morning Joe’s struggles, underscores the need for legacy networks to evolve. The future belongs to platforms that can deliver authentic, engaging content in real time, whether through streaming, social media, or other digital channels. Independent creators are leading the way, proving that personality and direct audience interaction can outshine the polished production of traditional TV.

As the industry continues to transform, the lesson for networks like MSNBC is clear: adapt to the new reality or risk becoming irrelevant. For Morning Joe, addressing the ratings controversy with honesty and focusing on content that meets the demands of today’s viewers could be the key to survival. But in an era where authenticity reigns supreme, the show’s future hangs in the balance.