It’s been 29 years since MSNBC launched as a joint venture between Microsoft and NBC News. And it’s safe to say the channel has undergone a massive transformation since then.
While CNN and Fox News found their identities early on, MSNBC’s identity took time to develop. But in recent years, its evolution has been complete and intentional. MSNBC isn’t trying to be for everyone. It’s proudly liberal, unapologetically partisan, and doesn’t want to be anything else.
That identity has proven to be both MSNBC’s strength and weakness.
In today’s media world, MSNBC has carved out a powerful niche. It speaks directly to progressives, coastal elites, and those who believe Fox News is a threat to democracy. The channel has turned its primetime lineup into a who’s-who of Democratic Party cheerleaders. Rachel Maddow — who now only appears weekly — remains a cornerstone. Meanwhile, names like Chris Hayes, Lawrence O’Donnell, and now Jen Psaki carry the torch daily.
It’s no coincidence that MSNBC surged in ratings during the Trump years. Donald Trump may have called CNN fake news, but it was MSNBC that became his most consistent opponent. Night after night, viewers could turn to the channel for scathing critiques of the former President. The network didn’t just cover Trump. It tried to hold him accountable. Or, at the very least, that’s what its loyal audience believed.
Even when Trump was out of office, MSNBC didn’t let up. Actually, it doubled down.
The indictment coverage? Wall-to-wall. January 6th hearings? Treated like a must-watch mini-series. The Supreme Court? Portrayed not just as conservative, but dangerous. The channel’s editorial choices reflect its values. And those values are unmistakably aligned with the modern Democratic Party.
To MSNBC’s credit, its audience appreciates the clarity. The channel isn’t trying to please both sides. It doesn’t pretend to be centrist. It leans left and owns it. Compare that to CNN, which has spent the last few years desperately trying to reclaim the middle. The result? Confused messaging, mixed ratings, and leadership turnover. MSNBC — which has also seen its fair share of leadership turnover, ratings struggles, and concerns about its direction as parent company Comcast prepares to spin it away from NBCUniversal and its longtime NBC News family — knows what it is.
But clarity doesn’t always equal credibility.
MSNBC’s critics argue the channel has become an echo chamber. They say the network no longer informs but affirms. There’s a grain of truth to that. Hosts like Joy Reid and Mehdi Hasan haven’t exactly been bastions of journalistic neutrality. Often, their shows feel more like progressive pep rallies than serious news analysis.
The network’s embrace of former Republican operatives has also raised eyebrows. Nicolle Wallace, a former George W. Bush communications director, is now a darling of the left. Steve Schmidt, once a senior advisor to John McCain, became a regular contributor. MSNBC isn’t just hiring journalists — it’s hiring people who used to craft political messaging. That says a lot about its mission.
Then there’s Psaki. The former Biden White House Press Secretary now hosts a primetime show on the network. For some critics of the network, they would argue that that wouldn’t fly on most serious news outlets. MSNBC doesn’t seem to care, which has to feel somewhat liberating. If anything, the network sees Psaki as a smart, strategic voice. Viewers don’t mind, either. While her ratings have been a work in progress, her segments often go viral. That’s the world MSNBC lives in now — the social media world.
A single viral clip can drive more engagement than a whole hour of programming. MSNBC understands this better than most. The network’s shows are built for shareability. Whether it’s Ari Melber quoting rap lyrics or Maddow delivering a 12-minute monologue, the content is tailor-made for X, TikTok, and YouTube. That’s smart — and it’s working.
But while the network thrives online, it’s also vulnerable.
There’s a ceiling to being “the liberal network.” MSNBC’s ratings have sagged in recent months. The channel often trails CNN in the 25-54 demo. That’s despite CNN’s well-documented internal chaos and ratings issues. The reality is the network struggles to expand beyond its base. It also features the oldest average cable news audience between it, CNN, and Fox News. Meanwhile, Moderates and independents don’t see it as trustworthy. Conservatives, unsurprisingly, never even consider it.
When Fox News stumbles — like after Tucker Carlson’s firing — MSNBC doesn’t pick up those viewers. They go to Newsmax. Or OAN. That tells you all you need to know. While the network may have loyalty, it doesn’t have broad appeal. And in cable news, that matters.
Still, it’s hard to deny MSNBC’s cultural impact.
The channel has helped redefine political media. It’s made liberal opinion journalism mainstream. Its top personalities are now household names. MSNBC doesn’t just reflect its audience. For better or worse, it shapes it. And in a polarized country, that influence is still powerful.
Cable news won’t be around forever. Streaming is already changing the game. But for now, MSNBC remains one of the three pillars of the format. It’s not the biggest, and it’s certainly not the most balanced. But it’s focused, disciplined, and speaks directly to its audience’s worldview.
At 29, MSNBC knows exactly what it is. And in today’s fractured media landscape, that alone is a major accomplishment.
Love it or loathe it, MSNBC has earned its place.
Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.
Garrett Searight is Barrett Media’s News Editor, which includes writing daily news stories, features, and opinion columns. He joined Barrett Media in 2022 after a decade leading several radio brands in several formats, as well as a 5-year stint working in local television. In addition to his work with Barrett Media, he is a radio and TV play-by-play broadcaster. Reach out to him at Garrett@BarrettMedia.com.
