MS NOW Wants to Turn Its Viewers Into a Fandom
MSNBC is pivoting its digital strategy by launching a subscription-based 'Membership' program designed to foster a dedicated fandom around its on-air talent. The network aims to transition from traditional linear TV to a more direct-to-consumer digital model.
Why it matters
This reflects a broader industry trend where legacy media outlets are attempting to monetize loyal audiences through influencer-style engagement models to survive the decline of cable TV.
Now, the network’s president, Rebecca Kutler, is looking to build that entire audience into something more akin to a fandom—turning casual viewers and fanatics alike, whether on TV or online, into paying members of an MS NOW media universe.
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