MSNBC’s most exciting initiatives in 2025 may extend beyond traditional television broadcasts. Last Saturday, Rashida Jones, the network’s president, observed a diverse crowd converging at the Brooklyn Academy of Music, with many attendees traveling from far-flung places such as London and Hawaii. This gathering featured prominent MSNBC figures like Rachel Maddow, Katy Tur, Joy Reid, Jen Psaki, and Chris Hayes, attracting around 4,000 paying participants eager to engage in discussions about the upcoming election and national politics.
Jones emphasizes the importance of understanding that MSNBC’s audience seeks more than just televised content. “The Brooklyn audience told us what they wanted,” she stated. Since assuming leadership in 2021, she’s committed to expanding the brand’s reach across various locations.
The network has already begun testing live event formats. Recently, in March, MSNBC hosted an exclusive event in Washington featuring Psaki, Steve Kornacki, and Stephanie Ruhle. Additionally, during the Democratic National Convention in Chicago, Luke Russert and Symone Sanders Townsend led interviews with notable figures like Eric Holder and Stacey Abrams, supported by Lyft. Russert joined MSNBC last year as a host, focusing on live events.
As projections indicate that major cable news channels, including MSNBC, Fox News, and CNN, will face subscriber and revenue declines in 2024, testing new audience engagement models becomes increasingly crucial. Kagan, a market research firm, estimates that MSNBC’s subscriber count will drop by nearly 6% this year, decreasing from 68.5 million in 2023 to 64.5 million. Concurrently, affiliate revenue is expected to decline by nearly 4%.
While event revenue may not be the primary financial source for MSNBC, it could play a significant role in mitigating losses. Rebecca Kutler, MSNBC’s senior vice president of content strategy, referred to the recent event as a promising starting point for future live initiatives.
Kutler envisions creating both intimate gatherings, potentially supported by sponsors, and larger events that present revenue opportunities. Some may provide insights into new projects developed by MSNBC staff, while others will leverage the network’s expanding audio content portfolio.
Inspired by an attendee from Florida, a region typically not associated with a strong MSNBC following, she noted the possibility of hosting exclusive dinners for local supporters. The quick follow-up from the fan with venue suggestions and attendance-boosting ideas illustrated the network’s potential reach.
Unexpectedly, attendees arrived from locations beyond initial estimates, which had focused on nearby states like New York, Pennsylvania, and New Jersey. Other networks have pursued similar approaches; for instance, CNN has organized live “Citizen” events featuring public figures discussing contemporary issues, while Fox News has hosted its “Patriot Awards,” which included meet-and-greet opportunities.
Jones believes live events foster a meaningful dialogue between MSNBC hosts and their viewers. She pointed out the unique opportunity for direct interactions, stating, “You’re not looking into the whites of their eyes,” emphasizing the value of understanding audience reactions.