Rashida Jones, the president of MSNBC, has announced her immediate resignation. This decision comes in the wake of the network’s most severe ratings drop in history and an impending corporate restructuring that will see the channel’s separation from NBCUniversal.
In a memo to staff, Jones wrote, “After four incredible years at the helm of MSNBC and 11 years at NBCU, I have made the decision to pursue new opportunities.”
The loss of viewers has been without precedent. MSNBC’s primetime programming, which averaged 1.8 million viewers in October 2024, has seen a drastic reduction to only 808,000 viewers since election night, marking a 54% decline. The network’s daytime performance has similarly suffered, with a 16% decrease in total day viewers and a worrying 57% decline in the crucial 25-54 age demographic valued by advertisers.
Several major programs on the network’s schedule have hit historic lows. “Alex Wagner Tonight,” “Andrea Mitchell Reports,” “Chris Jansing Reports,” “Deadline: White House” with Nicolle Wallace, “José Díaz-Balart Reports,” Joy Reid’s “The ReidOut,” and “The Last Word with Lawrence O’Donnell” all reported their smallest audiences of the year. “All In with Chris Hayes” experienced its lowest viewership since May 10, 2016.
The impending leadership transition comes at a critical time as Comcast is in the process of preparing to spin off its cable assets into a new publicly traded entity known as “SpinCo.” This restructuring could potentially force MSNBC to depart from its longtime headquarters at 30 Rockefeller Plaza in New York City. Rebecca Kutler, a former CNN executive and current senior vice president of content strategy, is set to serve as interim president.
Mark Lazarus, who will spearhead the newly independent company, lauded Jones’ tenure in a staff memo. He noted that she had “expertly navigated MSNBC through a years-long, unrelenting and unprecedented news cycle.”
In an attempt to address the ratings crisis, the network has announced significant programming changes. Rachel Maddow, whose show averaged 2.5 million viewers in 2024, will temporarily return to a five-day-per-week schedule during the first 100 days of the incoming administration. Alex Wagner, whose show recently hit its lowest ratings since its 2022 launch, will transition to special assignments during this period.
The contrast with competitor Fox News is glaring. While MSNBC’s total audience has declined by 46% compared to early 2024, Fox News has captured 70% of the cable news audience and witnessed a 58% increase in primetime viewership compared to averages from 2024. Fox News’ viewership increased by 61% following election night, while MSNBC lost 26% of its year-to-date totals.
Viewer frustration has become increasingly noticeable. Sharon Waxman, the founder and CEO of TheWrap and a longtime MSNBC viewer, expressed her disappointment with the network’s declining appeal: “If you’re like me, you haven’t turned on the news since last Tuesday when Donald Trump won the election. Personally, I can’t bear to listen to another minute of wisdom from Joy Reid, my friend Lawrence O’Donnell or the admirable Rachel Maddow.” She added, “I’m not saying I’ll never watch or listen again. But – am I alone here? – my entire body recoils from listening to more claptrap from the same claptrapping apparatus.”
The decline is similar to the one that occurred after Trump’s 2016 victory but is now amplified by increasing consumer distrust in traditional news outlets and a continuing shift away from cable TV subscriptions.
Jones’ tenure had previously seen successes. Under her leadership, MSNBC surpassed CNN to become the second-most-watched news channel and achieved its first-ever election night ratings victory over CNN. However, industry analysts suggest the election night success may have been an anomaly, with viewers tuning in specifically for the network’s event coverage.
Experts attribute MSNBC’s losses to a variety of factors. Johanna Dunaway, a political science professor at Syracuse University, explained, “Partisan viewers turn away in disgust when it’s the other side having that postelection euphoria.” The disillusionment among left-leaning audiences, paired with disappointment in Vice President Kamala Harris’s defeat, has led many to temporarily disengage from political content.
This trend is not unique to MSNBC. CNN, another left-leaning network, reported a 46.7% drop in primetime viewers, while Fox News saw its audience expand.
The decline also underscores a larger transformation in how Americans consume news. Streaming platforms, on-demand podcasts, and digital-first outlets have risen in popularity. MSNBC faces the challenge of not only retaining its core audience but also competing with these newer platforms. This shift underscores what Jones referred to as an “existential crisis” for traditional cable news.
MSNBC’s future faces numerous challenges. Beyond the decreasing cable subscriptions affecting all networks, MSNBC must navigate its new corporate structure while attempting to rebuild its audience. Despite Lazarus’ confirmation that the network will retain its name after the spin-off, its previous average of 1.22 million viewers in primetime during 2024 has significantly dwindled.
