MSNBC SEES DOUBLE-DIGIT GROWTH ACROSS THE BOARD AS NEW ADMINISTRATION TAKES SHAPE
MSNBC Primetime Viewership Grows 90% Since Inauguration
More Viewers Continue to Turn to MSNBC Over CNN in Early Days of the New Administration
MSNBC Engagement Surges on Non-Linear Platforms
(New York – Feb. 25, 2025) — Through the first five weeks of President Trump’s second term, MSNBC viewership has increased significantly as post-election fatigue fades and news viewers re-engage. Since inauguration, MSNBC’s primetime audience has grown by 90% compared to the pre-inauguration period, according to Nielsen ratings data, with one third of viewers now watching the network four to five times per week on average. MSNBC’s viewership has more than doubled among adults 25-54.
MSNBC continues to see a surge in viewer engagement across linear. Across the first five weeks of the new administration, MSNBC has seen a 22% increase in average weekly minutes spent and a 15% increase in average weekly reach compared to post-election norms. MSNBC continues to outpace CNN in frequency and time spent.
MSNBC Has Double-Digit Viewership Growth Versus Pre-Inauguration Norms
Since the inauguration, MSNBC’s total day audience has improved from pre-inauguration norms by 42% among total viewers and by 67% among A25-54. In February, MSNBC was the most-watched cable network in Washington, D.C.
MSNBC Weekday Prime Posts Double-Digit Viewership Growth; More Than Doubles CNN’s Primetime Average
In weekday primetime, MSNBC viewership has increased by 90% overall and 116% among the A25-54 demo since Inauguration Day. Among total viewers, February was MSNBC’s most-watched month since October, topping CNN for the 99th consecutive month and more than doubling CNN’s average (1.4 million vs. 618,000).
During MSNBC’s Perspective and Analysis programming (4 p.m. to midnight), all weekday programs grew their audiences by double-digit percentages versus the prior month and topped their respective CNN time slot competitors. “The Rachel Maddow Show,” which airs five nights a week at 9 p.m. during the first 100 days of the new administration, averaged 2.1 million viewers and drew 3.6 times as many total viewers as CNN’s “The Source with Kaitlan Collins” in February (593,000).
MSNBC Reports Notches First Win Over CNN Since November; Double-Digit Growth from Post-Election Norms
In dayside (Monday through Friday, 10 a.m. to 4 p.m.), MSNBC topped CNN among total viewers, marking its first win in the daypart in three months. MSNBC averaged 602,000 total viewers in February – a 28% increase from post-election norms – compared to CNN’s 595,000 total viewers. MSNBC was the only cable news network to have month-over-month viewership growth among both demos in dayside.
“Morning Joe” Up Double-Digits Month Over Month; Three Times as Many Viewers Start Their Day with “Morning Joe” Than CNN
In the first five weeks of the new administration, “Morning Joe” grew its audience by double digits (+17%) compared to pre-inauguration viewership. In February, “Morning Joe” nearly doubled CNN’s morning audience, securing its 120th consecutive monthly win over CNN among total viewers and 34th consecutive monthly win in the demo. Additionally, in the 6 a.m. hour, three times as many viewers start their day with “Morning Joe” than with CNN.
“Way Too Early,” hosted by Ali Vitali since early January, improved its viewership by 18% month over month. The program also averaged 68% more total viewers than CNN in February.
Double-Digit Month-Over-Month Increase for MSNBC Weekend Programming
In February, MSNBC’s weekend programming (Saturday and Sunday, 8 a.m. to 9 p.m.) topped CNN for the 14th time in 15 months. MSNBC weekend coverage also experienced double-digit viewership growth compared to January, by 24% among total viewers and by 38% in the demo.
MSNBC’s “The Weekend” and “Inside with Jen Psaki” each added to their win streaks over CNN and have both topped CNN in every month they’ve been on the air.
MSNBC Engagement Surges on Non-Linear Platforms; Digital Up 34% In Page Views; Up 156% In YouTube Views Month-Over-Month
MSNBC reached 34 million unique visitors and 577 million minutes in January 2025. MSNBC continued to rank #1 in the competitive set for total minutes, a position that it has held for 46 consecutive months. MSNBC Digital has also seen significant weekday gains since Inauguration Day, with a 34% increase in page views and 37% increase in video views for on-net platforms.
Month-to-date, MSNBC has had 194 million video views on YouTube, a 156% increase month over month, and 235 million video views on TikTok, up 366% year-over year. On YouTube, MSNBC had its tenth best week on record with 80 million views during the first week of February.
TV Source: Nielsen, Panel Only, Live+SD, Persons 2+ and Adults 25-54. Total Day = M-Su 6 a.m. to 6 a.m., Weekday Primetime= M-F 8 p.m. to 11 p.m. Feb 2025: 1/27/25-2/23/25. All stats for the new administration growth vs. post-election norms is based on 1/20/25 – 2/23/25 vs. 11/11/24-1/19/25. Morning Joe A25-54 win excludes 2/17/25: 70.7K vs. CNN’s 70.6K. Rachel Maddow point based on Live+3. Time period wins based on regularly-scheduled cable news programming. Double digit growth for all weekday programs airing more than 1x week. Nielsen, NPower, Reach & Frequency, percentage of weekday primetime viewers. DC Point: Time Period Analysis, #1 claim based on P2+ AA (000), LPM = Washington, D.C.
Digital Source: Comscore Media Metrix, January 2025. U.S. desktop 2+ and mobile 13+ internet population. Unique visitors and total minutes. MSNBC Digital data based on Adobe Analytics. February 1-19, 2025 vs January 1-19, 2025. YouTube data based on YouTube Studio Analytics, February 1-19, 2025. YouTube video views. TikTok data based on ListenFirst, February 1-18, 2025. TikTok video views.
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