MS NOW Launches $7.99/Month Membership Program

MS NOW is entering the direct-to-consumer era with the launch of a membership program and dedicated streaming service. The membership program will cost $7.99/month or $79.99/year before taxes and fees, with an introductory offer of $39.99 for annual subscriptions through September 30.

Subscribers to the service will have access to 24/7 video programming and interactive Q&A sessions with talent, including live sessions with top personalities like Rachel Maddow, Stephanie Ruhle, and Ali Velshi. The service aims to create a community of like-minded people and provide a two-way conversation experience.

MS NOW has seen significant success on digital platforms, with over 3.2 billion views across YouTube and TikTok year to date, and over 80 million podcast downloads so far this year. However, according to Comscore Content Measurement, there is less than 10% overlap between MS NOW's television and digital audiences, indicating a large potential market for the new service.

The MS NOW membership program will offer live Q&A sessions with top personalities, including Rachel Maddow, Stephanie Ruhle, and Ali Velshi, among others. The service will also feature a regular suite of new content aimed at wellness and provide opportunities for subscribers to interact with each other.

## What it means The launch of the MS NOW membership program marks a significant shift in the company's strategy, as it seeks to balance streaming with traditional pay-TV delivery in the face of cord-cutting. The success of the service will depend on its ability to provide a unique and engaging experience for subscribers, and to differentiate itself from other subscription-based news services.

The launch of the MS NOW membership program is part of the company's efforts to deepen its relationship with audiences and provide a more interactive experience. With its strong track record of live events and loyal viewership base, MS NOW believes it has a strong hand to play in the subscription streaming market.

## Background MS NOW, which rebranded from MSNBC earlier this year as part of the Versant spinoff from Comcast, has prioritized digital and social media in its new incarnation. The company's decision to launch a membership program and dedicated streaming service is a response to the changing media landscape and the need for news organizations to adapt to new technologies and consumer habits.

The launch of the MS NOW membership program is a significant development in the news industry, as it seeks to provide a new model for engaging with audiences and providing high-quality content. With its focus on community and interactivity, the service has the potential to change the way people consume news and interact with media organizations.