MS NOW
MS NOW secured its position as the second-most-watched news network in terms of total viewers, carving out a clear space between itself and CNN in that specific metric. During the month of September, MS NOW averaged 839,000 total viewers in primetime and 544,000 viewers across the total day. While these numbers were enough to secure a silver medal in the news category, the network was not spared from the month-over-month decline that affected the entire industry. Primetime total viewership for MS NOW was down 11% compared to August, while the Adults 25-54 demo fell by 6%, reaching an average of 79,000 viewers.
In the total day category, MS NOW’s viewership decreased by 9% in both total audience and the key demo, with the latter averaging 52,000 viewers. However, MS NOW provided a rare bright spot in the year-over-year analysis. Unlike its primary competitor Fox News, MS NOW actually saw growth when compared to its September 2025 performance. The network’s primetime total viewership rose by 4%, and its demo numbers saw a healthy 14% increase. This upward trajectory continued into the total day metrics, where the network grew its total audience by 7% and its demo reach by 16% compared to the same month last year.
Despite these year-over-year gains, MS NOW’s standing in the wider cable landscape reflects the intense competition for eyeballs. The network finished September as the third-highest-rated cable network overall during primetime and total day among total viewers. However, its performance in the younger demographic remains an area for potential growth, as it finished 13th in the demo during primetime and 11th during the total day across all cable networks. The narrow margin in the demo between MS NOW and its closest news rival, CNN, remains one of the most watched storylines in the industry.
CNN
