MS NOW Launches Paid Membership for Super Fans

MS NOW, formerly known as MSNBC, is set to launch a paid membership program on September 9, 2024, targeting "super fans" and aiming to attract and monetize audiences beyond traditional cable news viewers. This initiative represents MS NOW president Rebecca Kutler's vision for the first in a series of planned direct-to-consumer offerings designed to foster community and provide exclusive access. The membership will be priced at $7.99 per month or $79.99 annually, offering subscribers access to members-only content verticals, opportunities to interact directly with network personalities, community features for peer engagement, and a continuous 24/7 network feed. This move aligns MS NOW with a broader industry trend among news organizations to prioritize digital audience engagement and monetization as linear TV viewership and revenue experience a steady decline. The network's rebranding from MSNBC to MS NOW occurred after NBCUniversal separated its progressive news channels into a new entity named Versant. This strategic shift positions MS NOW alongside other major news outlets that have implemented similar digital subscription models. For instance, CNN, two years after launching and subsequently discontinuing its streaming platform, introduced a paywall in 2024. This includes a "basic" tier at $3.99 per month or $29.99 per year, and an "all access" tier at $6.99 per month or $69.99 per year. NBC News has also adopted a similar pricing structure, charging $5.99 per month or $59.99 per year. Fox News offers its streaming service, Fox Nation, for $8.99 per month or $71.49 per year. Furthermore, CNBC, which is also part of Versant, is in the process of rolling out its own premium consumer product. The focus for MS NOW's membership program, as described in early conversations by Natalie Korach, is on building community and granting access to favorite hosts and interactive content, rather than functioning as a conventional streaming service. This strategy aims to deepen engagement with its existing dedicated audience while simultaneously exploring avenues to reach and monetize individuals who may not be regular cable news consumers. The decision to launch a paid membership program was detailed in an internal MS NOW memo that was subsequently reported by Semafor, with Max Tani providing the reporting on Wednesday. This launch signifies a significant step for MS NOW in adapting to the evolving media landscape and seeking new revenue streams in an increasingly digital-first environment.