Democracy Dies in Darkness

MSNBC confronts viewer frustration, changes and an identity crisis

The network’s audience has declined since the Nov. 5 election, as viewers have tuned out. Its parent company is spinning it off. What happens next?

7 min
Joe Scarborough and Mika Brzezinski speak with a guest on the set of “Morning Joe.” (Alamy)
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Strangely enough, MSNBC was one of the winners on election night. For the first time in its 28-year history, the network brought in more total viewers than CNN, and it was the second-most-watched channel in all of traditional television during the prime-time hours of Nov. 5.

Things have gone downhill since then. In the days that followed, MSNBC began seeing a significant decline in viewership (as has CNN), as left-leaning viewers opted to turn off the channel rather than watch the aftermath of Donald Trump’s victory. One of the network’s most valuable franchises, “Morning Joe,” faced backlash after hosts Joe Scarborough and Mika Brzezinski revealed Nov. 18 that they had traveled to Trump’s Mar-a-Lago resort in an effort to “restart communications.” They framed the visit as a necessary nod to the reality that voters elected a man the co-hosts have decried in the past as exemplifying fascist behaviors. Some viewers felt otherwise and turned off the show in protest in the days that followed.