Rashida Jones, president of MSNBC, announced her immediate departure amid the network’s steepest ratings plunge in its history and a looming corporate restructuring that will separate the channel from NBCUniversal.
“After four incredible years at the helm of MSNBC and 11 years at NBCU, I have made the decision to pursue new opportunities,” Jones wrote in a memo to staff.
The exodus of viewers has been unprecedented. MSNBC’s primetime programming, which averaged 1.8 million viewers in October 2024, has hemorrhaged audience numbers to just 808,000 viewers since election night – a 54% decline. The network’s daytime performance shows similar struggles, with a 16% drop in total day viewers and a concerning 57% decline in the crucial 25-54 age demographic valued by advertisers.
Major programs across 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 recorded their smallest audiences of the year. “All In with Chris Hayes” touched its lowest viewership since May 10, 2016.
The leadership transition is pivotal as Comcast prepares to spin off its cable assets into a new publicly traded entity dubbed “SpinCo.” This restructuring could force MSNBC to leave its longtime home at 30 Rockefeller Plaza in New York City. Rebecca Kutler, a former CNN executive and current senior vice president of content strategy, will serve as interim president.
Mark Lazarus, who will lead the newly spun-off company, praised Jones’ tenure in a staff memo, noting she had “expertly navigated MSNBC through a years-long, unrelenting and unprecedented news cycle.”
The network has announced significant programming changes to address the ratings crisis. 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 launching in 2022, will transition to special assignments during this period.
The contrast with competitor Fox News is stark. While MSNBC’s total audience has decreased by 46% compared to early 2024, Fox News has captured 70% of the cable news audience and seen a 58% increase in primetime viewership compared to 2024 averages. The network’s viewership grew by 61% following election night, while MSNBC shed 26% of its year-to-date totals.
Viewer frustration has become increasingly public. Sharon Waxman, founder and CEO of TheWrap and longtime MSNBC viewer, wrote candidly about 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 mirrors a similar drop after Trump’s 2016 win but is now exacerbated by increasing consumer distrust in traditional news outlets and an ongoing shift away from cable TV subscriptions.
Jones’ tenure had earlier 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 precisely for the network’s event coverage.
Experts attribute MSNBC’s losses to multiple 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 driven many to disengage temporarily 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 grow.
The decline also highlights a broader transformation in how Americans consume news. Streaming platforms, on-demand podcasts, and digital-first outlets have grown in popularity. MSNBC faces challenges not only in retaining its core audience but also in competing with newer platforms. This shift underscores what Jones called an “existential crisis” for traditional cable news.
The future of MSNBC faces multiple challenges. Beyond the declining cable subscriptions affecting all networks, MSNBC must navigate its new corporate structure while attempting to rebuild its audience. While Lazarus confirmed the network will retain its name after the spin-off, its previous average of 1.22 million viewers in primetime during 2024 has significantly eroded.
