In 2025, some of the most engaging moments for MSNBC may occur outside the realm of traditional television. This was evident during a recent summit at the Brooklyn Academy of Music, where Rashida Jones, the network’s president, noticed that many attendees traveled from far and wide, including London and Hawaii, to engage with MSNBC personalities like Rachel Maddow, Katy Tur, Joy Reid, Jen Psaki, and Chris Hayes. The event drew around 4,000 paying participants and focused on the upcoming election and national politics.
Jones reflected on the feedback from the Brooklyn audience, indicating a desire for more direct engagement with the brand. “The idea of bringing the brand to the people is something I want to double down on,” she stated, marking a shift in how MSNBC connects with its viewers.
The network has already started exploring various live events, including an exclusive gathering in Washington earlier this year featuring prominent MSNBC figures. Another successful event took place at the Democratic National Convention in Chicago, where Luke Russert and Symone Sanders Townsend conducted interviews with notable personalities.
As major cable news channels, including MSNBC, Fox News, and CNN, face projected declines in subscribers and revenues, exploring event-based revenue streams may prove to be a smart strategy. MSNBC’s subscriber base is anticipated to decrease by nearly 6% in 2024, resulting in financial pressures that could benefit from additional revenue sources.
Rebecca Kutler, MSNBC’s senior vice president of content strategy, noted that Saturday’s summit was just the beginning of exploring live business opportunities. She envisions a mix of small private events and larger gatherings that could provide both financial benefits and insights into what the audience wants.
An attendee from Florida, typically not associated with MSNBC, sparked the idea of a local dinner for supporters, demonstrating the unexpected reach and interest surrounding the network.
Similar initiatives have been attempted by other networks, with CNN hosting live events featuring newsmakers and Fox News organizing the “Patriot Awards.” Jones envisions these live interactions as a way to create a more personal connection between viewers and MSNBC’s journalists, enriching the audience’s viewing experience beyond the nightly broadcasts.