MS NOW Sees Growing Audiences Amid Contrasting Industry Trends

MS NOW is experiencing rising audience engagement and expanding viewership, according to statements made by Mark Lazarus, CEO of parent company Versant Media, during a recent investor call. The positive trajectory at MS NOW stands in contrast to recent remarks from rival network leadership regarding declining viewer interest in the current news cycle.

Lazarus addressed the state of news viewership while discussing Versant Media's third-quarter financial results. He reported that MS NOW is not observing any signs of viewer exhaustion. Instead, he suggested that the network's growth is being driven by audiences migrating from other platforms and finding value in its programming.

The comments followed statements made a day prior by Fox Corp. CEO Lachlan Murdoch, who attributed a recent ratings downturn at Fox News to viewer fatigue following an intense period of major national news stories. Murdoch maintained that Fox News viewers were not switching to competing channels, but rather watching slightly less television overall.

Despite the differing perspectives on audience behavior, ratings data highlights divergent paths for the two networks during the third quarter. While Fox News continues to command the largest overall audience in cable news, its primetime averages experienced double-digit declines compared to the previous year. Conversely, MS NOW posted significant year-over-year audience increases across both total viewers and the key demographic of viewers aged 25 to 54.

Versant Media reported better-than-expected financial results for the third quarter, with revenue reaching $1.59 billion and beating Wall Street consensus estimates. Lazarus highlighted that MS NOW has recorded consecutive months of audience growth, culminating in an 11-month streak leading up to September, as coverage surrounding upcoming midterm elections ramps up.

As part of its broader media strategy, MS NOW recently introduced a stand-alone streaming service priced at $7.99 a month. Lazarus noted that while the multi-year rollout is still in its early stages, executives are confident in building a profitable digital community that offers exclusive content, expert insights, and enhanced access alongside their linear television broadcast.

With upcoming election coverage serving as a major focal point for news organizations, Lazarus expressed optimism about continued audience expansion. He credited the network's ongoing success to the quality of its product, a diverse roster of voices, and the trust established with its viewers.