MS NOW is launching its first direct-to-consumer product, a Membership program, on September 9. The initiative aims to create an additive experience that complements the network’s existing television and digital offerings while strengthening viewers’ connections with its anchors and reporters.
Rebecca Kutler, president of MS NOW, framed the move as a deliberate extension of the organization’s “We the People” mission to inform, engage, and empower audiences. She described Membership as the initial step in a longer-term strategy to deepen relationships with current fans and attract new ones by addressing gaps consumers identified in the traditional news experience. The network plans ongoing research, testing, and refinement to ensure the product resonates.
Priced at $7.99 per month or $79.99 annually, the membership will include exclusive content verticals, opportunities to interact with network personalities, community features allowing members to engage with one another, and a continuous 24/7 network feed. The launch reflects a broader industry shift as cable subscriber numbers decline.
Networks such as Fox News and MS NOW have been relatively insulated from sharp viewership drops thanks to strong ideological branding and loyal on-air talent, continuing to generate billions in annual revenue. CNN, despite notable losses, still projects adjusted EBITDA in the $500–600 million range. Even so, linear television news outlets increasingly recognize the need to build sustainable digital businesses beyond cable distribution.
–This account is drawn from reporting by Max Tani of Semafor.