MS NOW, the network formerly known as MSNBC, is set to launch a mobile app this summer as it pivots from a traditional news model toward a social media-style platform, adapting to a rapidly evolving media landscape.
App Features and Strategy
The new app will allow paying subscribers to stream the channel live, interact with on-air talent, and connect with other politically engaged viewers, particularly as the November midterms approach. According to Bloomberg, the shift reflects a broader media trend where audiences increasingly gravitate toward individual personalities—whether TV hosts, newsletter writers, or influencers—rather than major news brands.
Marcus Mabry, senior vice president of content strategy, told Bloomberg that the app will stand out by offering “community spaces where we can talk to our audience, to our members, and our members can talk to us and to each other.”
Boosting Traditional Revenue
Analysts suggest the digital app could also bolster MS NOW’s traditional cable revenue. David Joyce, an analyst at Seaport Research Partners, explained to Bloomberg: “It's a way to further deepen the engagement with their viewership base, which then could also help to support the viewership on the linear service and therefore advertising.”
The app will complement MS NOW’s existing digital platforms, including its website, YouTube, TikTok, and podcasts. The network reported over 3.8 billion YouTube views, 4.1 billion TikTok views, and more than 140 million audio downloads in 2025 alone.
Content and Talent
Ari Melber, host of The Beat With Ari Melber on MS NOW’s cable network, told Bloomberg: “We've found that there's a really engaged community that watches us on live TV, on YouTube, often in longer settings, and then on social media, so having a place that complements those lanes, but is a more dedicated space, I think, is a great idea.”
Behind the scenes, Maddeline Haeringer, who oversees digital, audio, and longform content, has been developing new formats such as newsletters and Q&As, and determining how they will integrate into the app. She is also expanding the network’s podcast lineup to support the digital push.
Industry Trends
This personality-first approach is echoing across the media industry with mixed results. At CBS, Tony Dokoupil’s move into the anchor chair has been part of a push toward more personality-driven news, but it has also reportedly sparked internal tension. The three Meiselas brothers built MeidasTouch into a popular video and social media network, while Aaron Rupar has amassed a huge social following with his one-man news output, clipping every move of Trump and administration officials.
MS NOW, then MSNBC, also had its own breakout star during the last election cycle in Steve Kornacki. The election analyst became a fan favorite for his energetic coverage and signature touchscreen map during election nights. Although he has moved to NBC News, MS NOW has brought in new data-focused talent to fill that role.
The Independent has contacted MS NOW for comment.
