Mainstream news outlets like MSNBC were once trusted sources of information. However, in recent years, their grip on audiences has been slipping due to a number of reasons. As MSNBC is being put up for sale, many people are wondering about the future of mainstream news. Is it beyond saving? Here is a look at MSNBC’s struggles and how they reflect the broader decline of traditional news media.
1. The Ratings Freefall
MSNBC was once a titan of cable news. Like other traditional news media outlets, it has seen its ratings steadily decline in recent years. Ratings were up slightly leading up to the 2024 election, but they’ve cratered since. It only brings in an average of 521,000 daily viewers. CNN is averaging about 367,000 total viewers. Fox News is doing the best out of the traditional media outlets with about 2 million daily viewers, on average.
That said, the overall downward trend reflects a broader shift as viewers turn away from traditional news outlets. Many people prefer digital platforms, especially the younger audience. They tend to gravitate toward on-demand news rather than lengthy televised segments. It is also possible that there is some audience fatigue happening as well. Following the 2016 election, many people have grown disenchanted with the polarizing narratives on traditional media channels.
2. The Rise of Digital News
As previously mentioned, many people prefer digital platforms for consuming their news on a day-to-day basis. Websites like Axios, The Verge, and independent newsletters have captured audiences with concise, easy-to-digest content. Many people are pulled to streaming sites like YouTube that show clips of segments as well. In general, MSNBC’s long-form segments and reliance on TV schedules just feel too old school. Viewers want instant updates. Although MSNBC has done what it can to expand its digital presence, it still struggles to compete.
3. Audience Polarization
I mentioned audience polarization above. Mainstream news outlets like MSNBC, CNN, and Fox News all cater to specific political leanings. In the long run, this has alienated a lot of potential viewers. There are 32.1 million voters registered in the United States as independents, undeclared, or no affiliation. That’s a lot of potential viewers that MSNBC could be snubbing. Ultimately, this drives viewers to niche platforms or to find independent journalists who claim neutrality.
4. The Decline of Advertiser Revenue
When ratings are down, so is advertising revenue. This is a critical lifeline for traditional media outlets like MSNBC. In 2022, MSNBC’s total revenue fell 8% from $977 million to $903 million, largely due to an 11% decrease in advertising revenue. Not to mention, ad-free content has risen in popularity. Many people have been drawn to subscription-based models, which reduce traditional ad spending even more. MSNBC has attempted to monetize through branded content and digital ads, but these strategies often fail to offset the loss from declining TV audiences. To survive, MSNBC and other traditional media outlets will need to take a hard look at their business models.
5. Competition from Independent Media
Independent media outlets are rising in popularity. Many viewers who were once tuning into MSNBC are now joining platforms like Substack and Patreon to follow specific journalists. Creators are offering unfiltered, specialized content that resonates with niche audiences. Independent journalists also promise transparency and neutrality. So, they are able to attract many of the viewers who have been fed up with the mainstream narratives. To compete with these grassroots alternatives, MSNBC and other traditional news outlets will have to find a way to innovate.
6. Changing Viewer Expectations
Viewers want to be able to interact with journalists. They are searching for authenticity and convenience. The traditional news broadcast is simply out of touch with today’s expectations. Interactive formats like live Q&A sessions or real-time polls dominate social media and digital platforms. Additionally, independent journalists have created relationships with their viewers that don’t exist with hosts like Rachel Maddox and other mainstream media talking heads. Networks that aren’t meeting the expectations of viewers today could potentially lose their relevance in the space entirely.
Can Mainstream News Be Revived?
The struggles MSNBC is facing as it is being put up for sale reflect the challenges that all mainstream news outlets are facing right now. Ratings are going down. The audience doesn’t trust the journalists and digital platforms are taking over. The only thing that will save traditional news media is embracing innovation to adapt to viewer expectations and prioritizing transparency. We will see over the next decade whether giants like MSNBC can reclaim their place in the media landscape.