MSNBC has faced a significant decline in ratings in the crucial 9 p.m. time slot since Jen Psaki began hosting “The Briefing” on May 6. The network, which is anticipating a spin-off from parent company Comcast later this year, has seen a nearly 50% drop in viewership, averaging only 971,000 viewers, compared to the average numbers generated by former hosts Rachel Maddow and Alex Wagner.
Psaki, known for her sharp remarks during her tenure as press secretary for President Joe Biden, has struggled particularly in the key 25–54 age demographic, with her show attracting only 78,000 viewers—down 52% from what Maddow and Wagner garnered. Media insiders have critiqued her performance, suggesting that she lacks the charisma needed for prime-time news.
The shakeup at MSNBC, part of an effort by new president Rebecca Kutler to refresh the lineup, has shown mixed results. Though Maddow returned to the anchor chair for the initial phase of the Trump administration, her current diminished role has left viewers searching for a suitable replacement. The network has also experienced declines in other shows, such as “The Weeknight,” which replaced Joy Reid’s “The ReidOut,” averaging 772,000 viewers, significantly lower than its predecessor.
Despite the challenges, there are hints of improvement. One source noted that “The Briefing” has shown some signs of progress by continuing to build upon the viewership from its preceding program. These challenges in ratings reflect a broader trend of news fatigue across networks, as viewers seem increasingly disengaged with the current news cycle.
Interestingly, while MSNBC grapples with these viewer declines, competitor Fox News continues to thrive, recently reporting ratings that illustrate their stronghold in the cable news landscape. In May, Fox averaged 2.46 million viewers during prime time, a notable increase.
Overall, while Jen Psaki’s transition to prime time may have hit some bumps, the increasing competition and changing viewer preferences show a complex landscape within cable news. With adjustments and time, there could still be potential for a comeback in ratings.