The new direct-to-consumer offering from MS NOW is being pitched as different from other subscription digital offerings, but it will include 24/7 access to the linear network.
Announced at the Versant Investor Day conference, the plans are for a summer 2026 debut for the subscription service, with an aim to be “a home for progressives on digital,” with the linear feed, interactive content and community features.
Per the network, “It puts MS NOW fans at the heart of the brand: giving them unprecedented access to their favorite hosts, thoughtful curation, opportunities to join vibrant discussions, and resources to engage in their communities and the fight for American democracy.”
Rebecca Kutler, the president of MS NOW, told investors, “We think about the marketplace, and there are a couple of strategies that we believe show promise for us. Fox, yes, Fox. They have proven that you can build a subscription model [with Fox Nation] catering into superfans. Meanwhile, the New York Times has built a digital business by investing in verticals, audio, games, cooking. We have taken those lessons, and we are building a product that will include the best of both.”
She said that the DTC offering will not be “your typical streaming service” but offer access to talent through live and virtual events, moderated spaces for discussions.
“Right now, we are doing consumer research, and we are talking to super fans and future fans to find out exactly what they want,” Kutler said. “We are aiming to launch this product next summer just as the midterm elections are heating up.”
The new MS NOW name debuted last month, with the same lineup as MSNBC, but a question was what the streaming plans were for the network, as the separation from Comcast also means no more access to the Peacock streaming service. Some MSNBC shows had been posted next day on Peacock’s premium tier.