MS NOW, the network formerly known as MSNBC, is set to launch a mobile app this summer as part of a strategic shift away from being a conventional news outlet and towards a model resembling a social media platform. The move reflects a broader industry change, with audiences increasingly gravitating towards individual personalities rather than major news brands, according to Bloomberg.
The app will allow paying subscribers to stream the channel live, interact with on-air talent, and engage with other politically minded viewers as the US midterm elections approach in November. Marcus Mabry, senior vice president of content strategy, said the app would offer “community spaces where we can talk to our audience, to our members, and our members can talk to us and to each other.” Analysts suggest the digital offering could also bolster the network's traditional cable revenue. David Joyce of Seaport Research Partners noted that deepening engagement with the viewership base could support viewership on the linear service and thereby advertising.
The app will complement MS NOW's existing digital platforms, including its website, YouTube channel, TikTok presence and podcasts. The network reported more than 3.8 billion YouTube views, 4.1 billion TikTok views and over 140 million audio downloads in 2025 alone. Ari Melber, host of The Beat with Ari Melber, said a dedicated space that complements those lanes would be a great idea, noting that the network already has a highly engaged community watching across live TV, YouTube and social media.
Behind the scenes, MS NOW is restructuring its content creation and packaging. Maddeline Haeringer, who oversees digital, audio and longform content, has been developing formats such as newsletters and Q&As for the new app, while also expanding the network's podcast lineup. This personality-first approach mirrors wider media trends, seen in CBS's promotion of Tony Dokoupil, the Meiselas brothers' MeidasTouch network, and Aaron Rupar's solo social media output. MS NOW, which previously saw Steve Kornacki become a breakout star during election coverage before his move to NBC News, has recruited new data-focused talent to fill that role.
