MSNBC is making waves with a high-stakes programming shake-up, a bid to regain traction in a rapidly evolving cable news landscape. With plummeting ratings and a slew of challenges tied to political polarization, viewer fatigue, and the aftermath of the 2024 election, the network is doubling down on one of its biggest stars: Rachel Maddow.
For the first 100 days of Donald Trump’s second term as president, Maddow will temporarily return to a five-night-a-week schedule in her 9 p.m. slot—a move aimed at reigniting interest and rebuilding the network’s progressive stronghold.
The decision comes at a critical juncture for MSNBC, which has seen its ratings take a nosedive. The network averaged just 55,000 viewers in the key 25-54 demographic in December 2024, down sharply from 114,000 the previous year. By comparison, Fox News continues to dominate with 292,000 viewers in the same demographic, while CNN trails with 69,000. The ratings slump has been particularly pronounced in the wake of the 2024 election, as Trump’s return to the White House has driven more viewers toward conservative programming.
Maddow, once the face of MSNBC’s primetime dominance, had scaled back her on-air presence to just one night a week in 2021 after signing a lucrative five-year contract. Her reduced schedule reportedly cost the network $500,000 per episode, as she shifted her focus to other ventures like podcasts and documentaries. However, with Trump back in office, MSNBC executives are betting on Maddow’s incisive commentary and sharp analysis to reenergize their audience. During Trump’s first term, her coverage of his administration’s controversies helped define the network’s identity and attracted millions of viewers.
In addition to Maddow’s expanded role, Alex Wagner, who had taken over the 9 p.m. slot Tuesday through Friday, will pivot to field reporting through April 30. Wagner’s assignment will focus on documenting the immediate impacts of Trump’s policies on everyday Americans, positioning her as a counterbalance to Maddow’s in-studio analysis. Meanwhile, Chris Hayes is set to launch a new fact-checking segment titled “Here Is What Is True,” aimed at combating misinformation and reinforcing the network’s commitment to evidence-based journalism.
MSNBC keeps firing or forcing the resignation of MSNBC executives for their rapidly disappearing audience, but never changes the on-air personalities who nobody wants to watch. https://t.co/Wm3YIFksVU
— Glenn Greenwald (@ggreenwald) January 14, 2025
The programming shake-up isn’t just about ratings—it’s also a response to internal and external pressure to address the network’s perceived liberal bias. SpinCo CEO Mark Lazarus has openly discussed his desire to bring more Republican voices to MSNBC and diversify the political perspectives featured on air. This recalibration comes amidst broader industry challenges, including the rise of streaming platforms and an increasingly fractured media environment.
Despite the high-profile return of Maddow, questions remain about whether this strategy will be enough to reverse MSNBC’s fortunes. Maddow’s star power has long been a major draw for the network, but her absence from nightly programming in recent years has coincided with a broader decline in viewership. Even her once-dominant 9 p.m. time slot has struggled, underscoring the challenges facing the network as it works to retain core viewers while attracting new ones.
Meanwhile, Fox News, buoyed by its dominance among conservative audiences, continues to grow. The network recently announced its own programming changes, with Will Cain replacing Neil Cavuto in the 4 p.m. weekday slot—a move signaling Fox’s continued tilt toward opinion-driven content.
As MSNBC braces for Trump’s second term and the political turbulence it will undoubtedly bring, the network is pinning its hopes on a familiar formula: Maddow’s ability to cut through the noise with sharp, authoritative reporting. Whether it’s enough to pull MSNBC out of its post-election slump remains to be seen, but one thing is certain—cable news is gearing up for a dramatic new chapter.
