MSNBC Primetime Viewership Plummets After Maddow Shift

MSNBC’s primetime viewership has experienced a significant decline following the network’s revamped lineup launched on May 6th, particularly in the 9 p.m. hour previously anchored by Rachel Maddow. Nielsen Media Research data reveals that former White House Press Secretary Jen Psaki has struggled to maintain Maddow’s audience share. Psaki, filling the Tuesday through Friday slots, saw an average of 971,000 viewers throughout the month – a substantial 47 percent drop from Maddow’s 1.89 million average this year. Notably, Psaki’s numbers also fell below those of Alex Wagner, who previously held the timeslot and averaged 1.3 million viewers between 2022 and January 2025.

The viewership dip coincides with a strategic shift for Maddow, who now hosts her show only on Mondays. While the network hoped Psaki could fill the gap, the numbers suggest a considerable loss of audience engagement. It’s worth noting the timing of the launch overlapped with popular sporting events, including NBA playoff games – one drawing 8.12 million viewers – potentially impacting overall primetime numbers across networks.

MSNBC’s broader primetime overhaul saw “The Weeknight,” featuring Symone Sanders-Townsend, Michael Steele, and Alicia Menendez, replace Joy Reid’s “The ReidOut” at 7 p.m. However, only one new show, “The Weekend” with Jonathan Capehart, Eugene Daniels, and Jackie Alemany, has outperformed its predecessor, showing a 24% increase in total viewers and a 29% increase in the key demographic since its May 3rd launch.

The financial implications are also noteworthy. While Psaki’s salary remains undisclosed, reports suggest it is significantly less than the $25 million per year MSNBC pays Maddow for her single weekly show. This situation raises questions about the network’s long-term strategy and whether the cost savings associated with Psaki’s contract outweigh the substantial loss in viewership. It’s a clear indication that audience loyalty isn’t easily transferred, and established anchors like Maddow command a premium for a reason. The network will likely need to carefully analyze these early numbers and consider adjustments to regain lost ground in the competitive primetime landscape.