MSNBC’s Programming Woes Continue with Jen Psaki

MSNBC’s revamped lineup hasn’t exactly taken off, with Jen Psaki struggling to connect with viewers. During his stint in the 9 PM slot, he averaged only about half the audience of his predecessors, particularly in a time that felt somewhat lackluster for new programming as well.

Former White House press secretary Psaki was appointed to this role as part of an overhaul announced earlier this year. He took over the weekday 9 PM slot, which was previously held by “The Rachel Maddow Show,” now only airing on Mondays. Over the last several weeks, “Briefing with Jen Psaki” has attracted around 971,000 viewers since its debut in early May, which is quite a drop—nearly 47% less than what Maddow and Alex Wagner pulled in at the same time last year.

Interestingly, the shift in viewers wasn’t just about quantity but demographics as well. Though Psaki drew in some viewers for MSNBC, there was a notable decline in the key demographic of adults aged 25-54. This particular age group was down to an average of 72,000 viewers, compared to the higher numbers during more successful programming times.

Moreover, Joy Reid’s show “The Reidout” was canceled and replaced by Alicia Menendez’s program “The Feednight.” This new show, launched earlier this month, has also experienced a dip in viewer numbers, averaging around 776,000—again, a step down from what Reid previously managed.

Despite these challenges, MSNBC’s overall audience figures were still concerning. They found themselves averaging just 49,000 viewers within key demos, which put them behind CNN, which pulled in 76,000 during prime time.

While Jenny Osaki’s new role has drawn some attention, it’s evident that MSNBC is grappling with more than just program changes. The network faces broader challenges, including its identity within a competitive landscape. With ongoing shifts and evaluations at play, including Comcast’s changes behind the scenes, the long-term outlook for MSNBC’s programming is still very much up in the air.

In the midst of all this, the audience shifts indicate a deeper struggle for the network to re-establish its viewer base. So, it’s unclear how effective these new shows will ultimately be in reviving interest among viewers who have, perhaps, found other outlets to turn to during prime time.