In 2025, some of the most engaging moments for MSNBC may unfold outside the confines of television screens. This trend appears to have already begun, as Rashida Jones, the president of the NBCUniversal-backed cable network, noted during a recent event at the Brooklyn Academy of Music. There, she encountered many attendees who traveled from distant locations like London and Hawaii to engage with MSNBC hosts such as Rachel Maddow, Katy Tur, Joy Reid, Jen Psaki, and Chris Hayes. The gathering was part of a day-long summit aimed at discussing the upcoming election and national politics, attracting around 4,000 paying participants.
Jones emphasized the importance of recognizing that MSNBC fans may seek more interactive experiences beyond traditional broadcasting. “The idea of bringing the brand to the people is something I want to double down on – in a lot of different places,” she stated, reflecting on the feedback received from attendees.
MSNBC has already initiated various live-event models. In March, they hosted an exclusive event in Washington featuring Psaki, Steve Kornacki, and Stephanie Ruhle. During the Democratic National Convention in Chicago, Luke Russert and Symone Sanders Townsend engaged in discussions with key political figures such as Eric Holder and Stacey Abrams, sponsored by Lyft.
The move toward live events comes as all three major cable news outlets—MSNBC, Fox News, and CNN—are projected to experience subscriber losses and declining affiliate revenue in 2024. Kagan, a market-research firm, anticipates MSNBC’s subscriber count will drop almost 6% this year, bringing it down to 64.5 million from 68.5 million in 2023, with affiliate revenue expected to decrease by nearly 4% to $295.1 million.
While event revenue may not be the primary financial driver for MSNBC, it could provide a valuable buffer against economic challenges. According to Rebecca Kutler, MSNBC’s senior vice president of content strategy, the Saturday summit was a key starting point showcasing the potential for future live events.
Kutler envisions a range of events, from smaller private gatherings with sponsorship to larger-scale concepts that could generate additional revenue. Some events might offer insights into various projects initiated by MSNBC personnel, while others could leverage the network’s expanding audio content offerings.
She shared a specific example of a conversation with an attendee from Florida, who expressed interest in hosting a dinner for local MSNBC supporters. The fan quickly followed up with venue suggestions and ideas to enhance participation, highlighting the unexpected interest from regions not traditionally seen as MSNBC strongholds.
Other networks have also ventured into live events. CNN has conducted a series of “Citizen” events featuring newsmakers and anchors discussing current issues, with guests including Jimmy Kimmel and Dr. Anthony Fauci. Fox News has organized its “Patriot Awards,” incorporating meet-and-greet opportunities and unique experiences like whiskey tastings.
These live events are intended to cultivate a “two-way conversation” between MSNBC personalities and their audience. Jones noted that while the network’s journalists engage with large audiences nightly, live events provide a chance for them to connect more personally with viewers, emphasizing the significance of direct interaction.