In 2025, some of MSNBC’s most significant moments may occur outside conventional broadcast settings. Recently, Rashida Jones, the network’s president, noticed an influx of attendees from distant locations such as London and Hawaii during a summit at the Brooklyn Academy of Music. They gathered to engage with popular MSNBC figures like Rachel Maddow, Katy Tur, Joy Reid, Jen Psaki, and Chris Hayes, as part of an event attracting approximately 4,000 participants to discuss the upcoming election and national affairs.
Jones believes that MSNBC’s audience is eager for more engagement than just viewing the cable channel, stating, “The idea of bringing the brand to the people is something I want to double down on – in a lot of different places.”
The network has already initiated various live events. In March, they hosted a private gathering in Washington featuring Psaki, Steve Kornacki, and Stephanie Ruhle. During the Democratic National Convention in Chicago, Luke Russert and Symone Sanders Townsend hosted discussions with prominent figures like Eric Holder and Stacey Abrams, sponsored by Lyft.
The push for these events comes amid projections from market-research firm Kagan predicting declines in subscriber numbers and affiliate revenue for all major cable news networks in 2024. MSNBC is expected to see a nearly 6% drop in its subscriber base, going from 68.5 million in 2023 to 64.5 million this year, with affiliate revenue forecasted to decrease nearly 4% to $295.1 million.
While events won’t single-handedly change MSNBC’s financial landscape, they could provide welcome additional revenue. Rebecca Kutler, MSNBC’s senior vice president of content strategy, views the recent event as a foundation for future live engagements. She is considering a mix of small, privately sponsored gatherings and larger events that can generate income while showcasing various MSNBC projects and audio content.
Kutler was particularly motivated after speaking with a Florida attendee interested in a potential dinner event for local supporters. This eagerness extends beyond anticipated local participants, as many attendees came from further afield than expected.
Other networks have also embraced live formats; CNN has previously conducted a series of “Citizen” events involving celebrities and prominent figures discussing relevant issues, while Fox News has organized its “Patriot Awards,” incorporating social components such as meet-and-greets.
According to Jones, these live events will facilitate meaningful interactions between MSNBC personalities and their audience. She emphasizes that while hosts speak to large viewership numbers nightly, they lack direct contact with their audience, stating, “You’re not looking into the whites of their eyes.”