MSNBC, the cable news network, is undergoing a major transformation.

In 2025, it will rebrand as MS NOW and separate from its longtime parent company, NBCUniversal, as part of a corporate spinoff by Comcast.

What’s Happening to MSNBC?

MSNBC is being spun off from NBCUniversal into a new, independent media company called Versant.

This spinoff includes other cable networks like CNBC, E!, Oxygen, Syfy, USA Network, and Golf Channel, along with digital assets like Fandango and Rotten Tomatoes. As part of this change, MSNBC will rebrand to MS NOW, which stands for “My Source for News, Opinion, and the World,” and will no longer use the iconic NBC peacock logo.

The network is also moving its headquarters from its historic home at 30 Rockefeller Plaza in New York City.

When Was This Announced?

Comcast first announced the spinoff on November 20, 2024. The new company name, Versant, was revealed on May 6, 2025, and the rebranding of MSNBC to MS NOW was confirmed on August 18, 2025.

The full separation and rebranding are expected to be completed by the end of 2025.

Why Is This Happening?

Comcast is restructuring to focus on its core businesses, such as the NBC broadcast network, Universal Studios, and the Peacock streaming platform.

By spinning off its cable networks into Versant, Comcast aims to give these brands more flexibility to grow and adapt in a changing media landscape.

The rebranding to MS NOW helps distinguish MSNBC from NBC News, allowing it to operate independently while maintaining its focus on news and opinion.

This move also responds to the decline of traditional cable TV and the rise of streaming and digital platforms.

Where Is This Happening?

MSNBC is leaving its longtime headquarters at 30 Rockefeller Plaza in New York City. Starting in August 2025, the network will temporarily relocate to 229 West 43rd Street, a modern facility in Midtown Manhattan previously used by BuzzFeed and currently occupied by Snap Inc.

This temporary space, nicknamed “Summer Camp,” offers advanced studio and production capabilities. Versant is still searching for a permanent New York City headquarters. Additionally, MSNBC’s Washington, D.C., operations will move to a renovated eighth-floor space at 400 North Capitol Street, shared with NBC News.

Some technical staff will work from Versant’s technical operations hub at CNBC’s headquarters in Englewood Cliffs, New Jersey.

Who Is Involved?

The spinoff is led by Mark Lazarus, CEO of Versant, who previously served as chairman of NBCUniversal Cable Entertainment Group.

Anand Kini is the CFO and COO, and David Novak, former CEO of Yum! Brands, chairs Versant’s board. Comcast CEO Brian Roberts will retain a one-third voting interest in Versant but won’t serve on its board, ensuring the company’s independence.

Rebecca Kutler, MSNBC’s new president, is overseeing the network’s transition and expansion of its newsroom staff.

Quote from Leadership: “Versant represents more than a name – it speaks to our adaptability and embraces the opportunity to shape a new, modern media company,” said Mark Lazarus in a memo to staff.

MSNBC’s Ratings and Viewership in 2025

MSNBC’s viewership in 2025 has been a mixed picture, reflecting the challenges of a shifting media landscape.

In the second quarter of 2025, MSNBC averaged 1.008 million total primetime viewers and 596,000 total day viewers, placing it behind Fox News but ahead of CNN, according to AdWeek.

However, the network faced significant declines earlier in the year, with primetime viewership dropping 18% to 1.02 million viewers and total day viewership falling 27% to 593,000 viewers in Q1 compared to 2024.

The key 25-54 demographic saw a 30% drop to 57,000 viewers for total day. A post-inauguration surge in January 2025 boosted primetime viewership by 96% to 1.3 million viewers compared to late 2024, driven by major political events, but this momentum faded.

In July 2025, MSNBC rebounded with 1.1 million primetime viewers, doubling CNN’s audience, and saw a 47% increase in total day viewership compared to pre-inauguration levels, making it the second most-watched cable network overall.

Despite these gains, August 2025 showed a 41% year-over-year decline in primetime viewers to 821,000 and a 54% drop in the 25-54 demographic to 73,000, highlighting ongoing struggles to retain audiences.

The Rachel Maddow Show remains a standout, averaging 1.934 million viewers in August 2025, but other programs like The Briefing with Jen Psaki saw declines.

What Will Change?

• Rebranding to MS NOW: The name change and new logo (without the NBC peacock) aim to create a distinct identity separate from NBC News. This reflects MSNBC’s shift toward operating as a standalone news and opinion network.
• New Infrastructure: MSNBC is building its own newsroom and hiring hundreds of journalists to reduce reliance on NBC News resources. This includes expanding its Washington, D.C., staff and creating new production facilities.
• Relocation: The move from 30 Rockefeller Plaza to new offices marks a significant shift, with temporary and permanent headquarters planned to support modern broadcasting needs.
• Visual Refresh: MS NOW will introduce a refreshed visual style to align with its new identity and appeal to viewers in a competitive market.

What Will Stay the Same?

• Editorial Direction: MSNBC’s leadership has emphasized that the network’s core values and liberal-leaning editorial stance will remain unchanged. Viewers can expect the same focus on in-depth news analysis and opinion-driven programming.
• Key Programming: While some schedule changes have occurred (e.g., Joy Reid’s and Alex Wagner’s shows were canceled in February 2025), popular anchors and formats are expected to continue.
• Advertising Partnership: NBCUniversal will handle ad sales for Versant’s networks, including MS NOW, for two years after the spinoff, ensuring continuity in revenue strategies.

While specific new programs haven’t been announced, Versant’s leadership has hinted at innovative programming to engage viewers.

The focus will be on refreshing MSNBC’s content to compete in a digital-first media landscape.

This could include new shows or formats tailored to streaming platforms and younger audiences, though details are still forthcoming. The emphasis on hiring journalists suggests a push for expanded news coverage and original reporting.

More Important Information

• Financial Impact: Versant is projected to generate $7 billion in annual revenue and reach over 65 million U.S. households, making it a major player in the media industry. MSNBC alone is valued between $2.5 billion and $4 billion, with revenue from advertising, subscription fees, and its YouTube channel.
• Strategic Goals: The spinoff allows Versant to pursue mergers, acquisitions, or new digital strategies without being tied to NBCUniversal’s Peacock ecosystem. This could lead to partnerships or licensing deals with streaming platforms.
• Viewer Impact: For viewers, the rebranding to MS NOW and the new visual identity may feel like a fresh start, but the core news and opinion content will remain familiar. The move to new studios could enhance production quality, potentially improving the viewing experience.
• Industry Context: The spinoff reflects broader trends in the media industry, where companies are separating traditional cable assets from streaming and digital businesses to adapt to changing viewer habits.

MSNBC’s rebranding to MS NOW and its spinoff into Versant mark a pivotal moment for the network.

Announced in November 2024 and set to conclude by late 2025, this change allows MSNBC to operate independently, with new leadership, a refreshed identity, and modern facilities.

Despite fluctuating viewership, with highs of 1.3 million primetime viewers in January 2025 and lows of 821,000 in August, MS NOW aims to stay relevant by maintaining its editorial focus while adapting to a digital-first world.