Jen Psaki's Big Move to Primetime and What It Means for MSNBC's Viewership Numbers

If you have been keeping an eye on cable news, you probably noticed a big shift at MSNBC recently. Former Biden press secretary Jen Psaki moved into a prime-time slot. She took over Rachel Maddow's much-watched 9 PM spot on Tuesdays through Fridays. This change has caused a lot of talk, especially since some reports suggest that the network's ratings have kept dropping since her show, The Briefing, started.

The numbers from various reports show some interesting things. In the important 25-54 age group, MSNBC has reportedly seen its ratings fall quite a bit during prime time. The network's overall viewership across the entire broadcast day is also down compared to a year ago. It makes me wonder what is going on behind the scenes and if this was the change the network hoped for when they made the move.

Psaki's show, for instance, has been averaging less than a million total viewers. This number is lower than Maddow's previous averages in the same time slot earlier this year. When Psaki first took over Maddow's time slot on May 7, the network's key demographic viewership saw a significant drop. It was a noticeable shift right from the start. This might make some people scratch their heads given how much buzz there was around her joining the network.

Breaking Down the Numbers: How Jen Psaki's Show Has Performed So Far

A Closer Look At The Viewership Shifts Since The New Primetime Lineup Started

The numbers tell a story that is not entirely positive for MSNBC. Reports claim that Psaki's show has averaged 973,000 total viewers. This is a 46 percent decrease from Rachel Maddow's average in the same 9 PM slot. Maddow moved to a once-a-week schedule in May. Psaki's average was also reportedly down by 20 percent compared to Alex Wagner's average in the same period in 2024. Wagner was also only hosting Mondays at that time. It seems to be a real struggle to keep people watching.

On a specific night, May 22, Psaki’s broadcast brought in 973,000 total viewers. Only 55,000 of those were in the 25-54 age group. To put that in perspective, Fox News’s Sean Hannity, airing at the same 9 PM time, got 2.3 million viewers overall and 210,000 in the 25-54 age group on that same night. These comparisons highlight the challenge MSNBC is facing. It is clear that getting people to tune in consistently is proving difficult for the new lineup.

It is not just Psaki's show that has reportedly had trouble. The Weeknight, MSNBC’s new panel show with Symone Sanders Michael Steele and Alicia Menendez, has also struggled. This show replaced Joy Reid's The ReidOut. On May 22, The Weeknight only had 707,000 viewers. Just 56,000 of those were in the key 25-54 demographic. This is a noticeable drop from MSNBC's 7 PM slot last year. Even Maddow’s Monday-only program has reportedly seen its viewership decline. Her show has averaged 1.8 million total viewers after the prime-time changes. This is a 24 percent dip from last year when she brought in 2.4 million viewers.

The Shifting Landscape of Cable News and MSNBC's Challenges

Exploring The Reasons Being Given For The Network's Declining Viewership And Future Hurdles

These ratings drops come after MSNBC has already been facing a decline in viewership for months. Some reports link this to increased attention on the network’s left-wing bias in its coverage. It is a point that competitor articles often make. For instance, some suggest that other news networks have caught up with MSNBC in terms of their political leanings. This might make MSNBC less distinct than it once was. There was a time when MSNBC offered a more left-leaning commentary that other networks did not. Now, some argue, other channels are also doing that. This could diminish the unique value MSNBC once had.

Some commentators believe MSNBC is still struggling to recover from the political events of last November. They suggest the network needs to find a strong replacement for Maddow who has shown no interest in returning to a five-day-a-week schedule. Alex Wagner was not the answer. Now Psaki seems to be off to an even worse start. This raises questions about the long-term future of MSNBC and its ability to attract and keep a large audience. It is certainly a tough spot for any network to be in when your new big-name hosts are not drawing in the numbers you hoped for.

Some critics even claim that MSNBC has no easy way to fix its issues. They point out that tactics used in the past, like pushing certain political narratives, might not work anymore. Many people are now more aware of how news stories can be shaped. This means audiences might be less likely to respond to the same old strategies. This situation suggests that the low ratings and prime-time averages of under a million viewers might become the norm for the network. It is a rapid fall for a network that was once among the most-watched on television.

What Jen Psaki's Show Covers: Taking on Conspiracy Theories and More

A Glimpse Into The Kinds of Stories And Discussions You Will Find On Her Program

Despite the ratings challenges, Jen Psaki's show still covers a range of topics. For example, she recently took on a big conspiracy theory. This theory was promoted by Joe Rogan and some MAGA fans. It claimed that the White supremacist Patriot Front group was actually a fake FBI operation. The theory suggests the FBI created the group to make White nationalist threats seem bigger than they are. Rogan had pushed this idea as recently as March. Psaki used her show to debunk this theory.

During an episode of The Briefing with Jen Psaki, she played a clip of Rogan. In the clip, Rogan claimed the group disbanded as soon as Trump FBI Director Kash Patel took over. Psaki then showed strong evidence to prove otherwise. She pointed out that the Patriot Front holds hate rallies in uniform. She showed footage from local news in Kansas City where the group marched in downtown Kansas City. This happened after Kash Patel was sworn into office in February. This was a direct challenge to the conspiracy theory. It showed that the group is still active. This kind of direct refutation is a key part of her show's approach.

Psaki highlighted that it is not just Joe Rogan pushing this idea. Elon Musk has also promoted the theory. Several members of Congress have done so too. The core of the theory is that the group wore uniforms to hide that they were secretly FBI agents. And that once Kash Patel was in charge of the FBI he would fire the agents involved and the group would stop existing. Psaki used the ongoing activity of the Patriot Front to show why this theory does not hold up. She pointed out that Patel and his number two, Dan Bongino, have a problem now that they are in charge of the FBI while also promoting conspiracy theories about it. This approach means her show tackles controversial and politically charged topics head-on.

What The Future Holds For Jen Psaki And MSNBC's Primetime Lineup

Looking Ahead To What Is Next For The Former Press Secretary And The Network

It is clear that Jen Psaki and MSNBC are at a critical point. The move to primetime has not gone as smoothly as some might have hoped. The reported declines in viewership suggest a struggle to capture and keep a wide audience. However, it is also important to remember that these things can take time. New shows often need a while to find their footing and build a loyal following. Psaki has a background that brings a unique perspective to cable news. This could still prove to be a strength for her show in the long run.

The network will likely be watching these numbers very closely. They will need to decide if they continue with the current lineup or make more adjustments. For now, Psaki continues to host her show. She tackles current events and debates. She brings her perspective as a former White House press secretary. Only time will tell if she can turn the ratings around. It will be interesting to see how MSNBC adjusts its strategies. They are trying to find a way to compete in the ever-changing world of cable news.