MSNBC’s Struggling Future: Why Comcast Is Ready to Cut Ties With the Network

In a rapidly changing media landscape, MSNBC is facing a crisis that could define the future of the cable news network. According to recent ratings data, MSNBC is experiencing significant declines, both in total viewership and in its coveted 18-44 demographic.

As the network grapples with falling ratings and a lack of growth, parent company Comcast is reportedly ready to sever ties, raising questions about the viability of traditional cable news in an increasingly digital world.

The Ratings Decline That Can’t Be Ignored

MSNBC’s decline in viewership has been stark. Recent data from Ad Week highlights a troubling drop in prime-time ratings: a staggering 11% decline in total viewers and a 19% drop in the all-important 18-44 demo.

When extending this trend to the full day, the network saw a 31% drop in total viewership and a 39% fall in the demo. These numbers put MSNBC in a precarious position, with even CNN’s ratings not experiencing losses as severe.

At the center of this decline is MSNBC’s flagship programming, which includes the highly compensated Rachel Maddow. Maddow, who reportedly earns a hefty $25 million a year for her show, has seen her audience numbers dwindle, raising questions about whether her high salary is justified.

Her show, which once commanded a large audience, has now become emblematic of MSNBC’s struggle to remain relevant in the modern media environment.

Comcast’s Fading Interest in MSNBC

Comcast, the parent company of MSNBC, appears to be losing faith in the network’s future. The company is reportedly exploring the idea of spinning off MSNBC into a separate entity—effectively distancing itself from what it perceives as a “failing business”.

The motivations for this move are twofold: first, MSNBC is increasingly seen as a political liability, with its vocal liberal slant potentially alienating a large portion of the audience. Second, the network’s declining ratings mean it is failing to deliver the kind of growth that investors and advertisers demand in the digital age.

Comcast’s patience with MSNBC is wearing thin, and the idea of “Spinco”—a potential spin-off of MSNBC—is gaining traction. The concept involves separating the network from Comcast’s other assets, allowing the company to focus on growth in more lucrative areas.

This move, however, is fraught with risk, as it leaves MSNBC to fend for itself in a media ecosystem that increasingly favors digital platforms and independent creators over traditional networks.

The High Price of MSNBC’s Stars

One of the key points of contention for Comcast is the high salaries paid to MSNBC’s anchors, particularly Rachel Maddow. The network has been hemorrhaging viewers, yet it continues to pay its top talent exorbitant salaries.

Maddow’s reported $25 million annual paycheck raises serious questions about the network’s financial priorities. Why continue to shell out such vast sums of money when the viewership numbers don’t match up?

Additionally, the departure of other prominent MSNBC personalities, such as Joy Reid, further highlights the network’s struggles. Reid’s firing was seen as an attempt to cut costs, though it is worth noting that she was not earning anywhere near Maddow’s salary.

Even so, the decision to let go of Reid—a long-time fixture on the network—signaled that MSNBC is trying to shift gears and refocus its strategy. However, many view this as a reactionary move that may be too little, too late.

A New Era in Media

The decline of MSNBC is just one example of how the traditional media model is under siege. Cable news networks like MSNBC, CNN, and even Fox News are seeing their dominance challenged by the rise of streaming services and independent content creators.

The success of digital platforms like YouTube, Twitch, and TikTok is reshaping how news and entertainment are consumed. Independent content creators, like the host of this article, are proving that it’s possible to thrive outside of the corporate media structure.

In fact, as of the latest reports, some independent creators are outpacing legacy networks in terms of viewership. One such creator, operating outside the traditional media complex, boasts 700,000 subscribers and 88 million views per month. This is a clear sign that audiences are increasingly gravitating toward content that feels more authentic, raw, and less corporate-driven.

The Fall of Traditional Cable News

The decline of MSNBC is emblematic of a larger trend within the media industry. Viewership for morning shows like “Morning Joe” and “The View” has also seen declines, even as the network continues to promote political narratives that resonate with specific audiences.

MSNBC’s model—relying heavily on its cable infrastructure and a small group of high-profile personalities—appears increasingly out of touch with what today’s media consumers want.

Viewers are flocking to platforms that offer content they can watch on their own terms, without the rigid constraints of a cable schedule. Streaming services and independent creators, by contrast, are agile and able to adapt quickly to changing audience demands.

These creators can engage directly with their audience, creating a sense of community and interaction that traditional cable networks like MSNBC cannot match.

The Future of MSNBC and Cable News

The future of MSNBC appears uncertain. With ratings plummeting, Comcast is reportedly looking for ways to cut its losses and refocus on other areas of business. The network’s struggles raise broader questions about the future of traditional cable news and whether it can survive in an era where digital platforms dominate.

Ultimately, the key to success in today’s media landscape lies in content and distribution. As digital platforms continue to thrive and grow, cable networks like MSNBC may find themselves left behind, unable to adapt to the changing demands of their audience.

The time of large corporate media giants may soon be over, and the future belongs to those who can deliver authentic, engaging content on platforms that speak to the needs and preferences of today’s viewers.