MS NOW
MS NOW is an American cable and digital news network that provides progressive political news, election coverage, and commentary to politically engaged viewers, distributing via linear cable, digital platforms, and a forthcoming direct-to-consumer streaming service launching summer 2026.
- Company typePrivate
- Founded1996
- HeadquartersSecaucus, United States
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
What MS NOW does
MS NOW is an American basic cable and satellite news network that provides 24-hour news coverage and progressive political commentary to politically engaged viewers. Originally launched in 1996 as MSNBC under a joint venture between Microsoft and NBC Universal, the network was spun off from Comcast's NBCUniversal cable assets into Versant Media, completing its separation in January 2026 and rebranding from MSNBC to MS NOW on November 15, 2025 under the tagline "Same Mission. New Name." The company's core technology is linear cable television supplemented by digital distribution including live streaming, video on demand, podcasts, email newsletters, and social media platforms, with a planned direct-to-consumer mobile app and subscription streaming service launching in summer 2026. Its product portfolio centers on a full programming lineup spanning morning (Morning Joe), daytime, primetime (The Rachel Maddow Show, All In with Chris Hayes, The Last Word with Lawrence O'Donnell, The 11th Hour with Ali Velshi, The Briefing with Jen Psaki), and weekend programming, supported by editorial sub-brands such as MS NOW Opinion and Know Your Value, plus live events and field reporting programs.
MS NOW generates revenue through three streams: traditional cable and satellite advertising, recurring cable carriage fees paid by distribution partners, and a forthcoming direct-to-consumer subscription service. The company distributes content globally via linear cable, a planned self-serve streaming platform, mobile applications, and digital marketplaces including YouTube and TikTok, where it reported 3.8 billion YouTube views and 4.1 billion TikTok views in 2025. Its go-to-market motion combines a sales-led model for advertising and carriage negotiations with a direct-to-consumer pivot aimed at capturing subscription revenue from cord-cutters and politically motivated viewers ahead of the 2026 midterm and 2028 presidential elections. The network is undergoing significant operational transformation including a June 2026 programming overhaul, exclusive content partnerships with Crooked Media and AccuWeather, aggressive talent recruitment from NBC News, CNN, and CBS, and a less-than-2% headcount reduction tied to weekend programming changes.
MS NOW firmographics
Firmographics- Name
- MS NOW
- Legal name
- Versant Media, LLC
- Website
- https://ms.now
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- MS NOW is an American cable and digital news network that provides progressive political news, election coverage, and commentary to politically engaged viewers, distributing via linear cable, digital platforms, and a forthcoming direct-to-consumer streaming service launching summer 2026.
- Ownership category
- akta.pro rank
MS NOW industry classification
Industry- Product category
- Cable News Broadcasting
- NAICS
- Television Broadcasting Stations (516120), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (51621)
- SIC
- Cable & Other Pay Television Services (4841)
- akta.pro primary industry
- 24/7 National & International News Channels (MPABAIAA)
- akta.pro secondary industries
- News & Business Information Cable Networks (MPABAFAE), News OTT & Live News Streaming Channels (MPABAHAK), News Streaming Platforms (MPACAAAF)
Keywords
Where MS NOW is headquartered
LocationHeadquarters
- HQ city
- Secaucus
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
MS NOW business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others
Revenue model
- Advertising Revenue: Traditional cable news advertising model with digital advertising across online platforms
- Cable Carriage Fees: Fees paid by cable and satellite providers for distribution of the channel
- Direct-to-Consumer Subscription: Planned subscription streaming service launching summer 2026 for direct consumer access
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
MS NOW product offering
Product offeringCore offering
MS NOW is an American basic cable and satellite news channel that produces and distributes 24-hour news coverage, political analysis, and progressive commentary through linear cable television, digital streaming, podcasts, newsletters, and social media platforms. The network operates a portfolio of signature news programs hosted by well-known anchors and journalists, and is expanding into direct-to-consumer subscription streaming ahead of the 2026 midterm elections.
Product overview
MS NOW is a digital news platform and cable television network that operates as a multi-platform news and political commentary media company. Formerly known as MSNBC, it rebranded to MS NOW in November 2025 as part of its spin-off from NBCUniversal into Versant Media. The company's product portfolio centers on live and on-demand video news content distributed across its website, mobile app (launching summer 2026), and linear cable television. The core programming lineup includes signature daytime shows like Morning Joe and Money, Power, Politics with Stephanie Ruhle, primetime programs such as The Rachel Maddow Show, Deadline: White House with Nicolle Wallace, The Beat with Ari Melber, All In with Chris Hayes, The Last Word with Lawrence O'Donnell, and The 11th Hour with Ali Velshi, plus specialty programs including The Briefing with Jen Psaki, Connect with Jacob Soboroff, and The Weekend. The platform also offers podcasts, newsletters, opinion content, and live events. A direct-to-consumer subscription streaming service is planned for summer 2026, positioning MS NOW for the post-cable era.
Differentiator
Problem solved
Functional benefit
Products and services
- MS NOW Live TV Streaming
Quantifiable outcome
- 25% daily audience growth and 27% weeknight primetime viewership growth since rebrand
Companies that use MS NOW
Customer profileSegments1 record
Ideal customer profiles1 record
MS NOW technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
MS NOW partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- The Marshall ProjectminorJacob Soboroff's new weekend show 'Connect' features partnerships including one with The Marshall Project on immigration detention coverage. The show aims to connect with social-media energy and attract viewers to the weekend programming slot.
Scale indicators4 records
Recent moves8 records
Expansion highlights6 records
MS NOW competitors and assessment
Company assessmentDirect peers
- CNN: Warner Bros. Discovery-owned 24/7 national cable news network operating across cable, streaming (CNN Max), and digital platforms. Direct competitor to MS NOW for general news and political coverage audiences.
- Fox News: Largest U.S. cable news network, recently taken private in a ~$15B+ transaction. Direct competitor to MS NOW in the 24-hour cable news category, competing for political news viewership from the opposite ideological perspective.
- Newsmax: Fast-growing conservative cable and streaming news channel that has surpassed MS NOW/MSNBC in primetime ratings at certain points. Direct competitor for cable distribution and politically engaged news audiences.
- One America News: Conservative cable news network with national distribution and a growing digital presence. Direct competitor in the U.S. cable news category targeting politically engaged viewers.
Broad incumbents
- CNBC: Sister network under Versant Media — the parent company of MS NOW post-Comcast spinoff. Peer under shared ownership and corporate resources, focused on business and financial news rather than political news, with overlapping cable and digital distribution.
- BBC News: Global 24-hour news operation with U.S. distribution via BBC America cable channel and BBC.com streaming. Comparable as a multinational public-affairs news broadcaster with linear and digital distribution.
- Bloomberg Television: Business and political-news cable channel with significant digital streaming presence (Bloomberg Originals). Peer in the cable news distribution model with overlapping advertiser and audience profile, particularly for the financial-political crossover content Stephanie Ruhle co-anchors.
Emerging players
- The Daily Wire: Digital-first conservative media company (Ben Shapiro, Michael Knowles) with rapidly growing subscription video and podcast businesses. Emerging competitor for the same politically engaged news audience MS NOW targets, particularly younger viewers shifting off linear.
Regional players
- Sky News: Major UK-based 24-hour news network with digital and streaming distribution. Operates a comparable 24-hour linear-and-digital news model with political coverage, though primarily serves UK/Ireland audiences rather than competing directly in the U.S.
Others
- C-SPAN: Non-profit public-affairs cable network covering U.S. political proceedings with linear, streaming, and podcast distribution. Comparable business model as a non-commercial political news outlet, though it does not directly compete for the same primetime opinion audience.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
MS NOW social profiles
Digital presenceMS NOW financial estimates
Financial estimateRevenue estimate
Valuation estimate
MS NOW leadership team
Management profileNumber of profiles
Profiles8 records
MS NOW funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MS NOW M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MS NOW
What does MS NOW do?
MS NOW is an American basic cable and satellite news channel that produces and distributes 24-hour news coverage, political analysis, and progressive commentary through linear cable television, digital streaming, podcasts, newsletters, and social media platforms. The network operates a portfolio of signature news programs hosted by well-known anchors and journalists, and is expanding into direct-to-consumer subscription streaming ahead of the 2026 midterm elections.
Is MS NOW a public or private company?
MS NOW is a private company. It is classified as corporate owned and is currently operating.
When was MS NOW founded?
MS NOW was founded in 1996. It employs 501 to 1,000 people.
Where is MS NOW based?
MS NOW is headquartered in Secaucus, United States, in the North America region.
How does MS NOW make money?
Three revenue lines are on record. Advertising Revenue is the primary driver. The others are cable Carriage Fees and direct-to-Consumer Subscription.
Who are MS NOW's main competitors?
Direct peers on record are CNN, Fox News, Newsmax and One America News. Broad incumbents are CNBC, BBC News and Bloomberg Television. The Daily Wire is listed as an emerging player. Sky News is listed as a regional player. C-SPAN is listed as an others.
Does MS NOW have an API?
No public API is recorded for MS NOW.
What industry is MS NOW in?
MS NOW's product category is Cable News Broadcasting. Its primary akta.pro industry code is MPABAIAA, 24/7 National & International News Channels, with a secondary code of MPABAFAE, News & Business Information Cable Networks. Its NAICS code is 516120 and its SIC code is 4841.