MSNBC Rebrands as MS NOW Amid NBCUniversal Spin-Off
MSNBC will officially become MS NOW on November 15, 2025. The new name stands for My Source for News, Opinion, and the World, with the 'MS' prefix tracing back to a partnership with Microsoft. This rebranding follows NBCUniversal's decision to spin MSNBC into a new company called Versant.
As part of the transition, MSNBC/MS NOW has moved its operations from 30 Rockefeller Center to a Times Square office previously occupied by The New York Times. To promote MS NOW, NBCUniversal launched a national advertising campaign worth about $20 million. It includes two 60-second election-night commercials featuring Rachel Maddow and Maya Angelou.
The branding shift positions MS NOW as a patriotic and trustworthy source of news and analysis while maintaining continuity through its on-air personalities. The first major test of the new brand came during election night with the launch of MSNBC's in-house Washington, DC bureau led by Scott Matthews. Coverage received positive assessments, closely tracking its rivals.
Several staff changes accompanied the split: Steve Kornacki departed for NBC News, Ali Velshi took his place on election night, and Jacob Soboroff returned to MSNBC full-time. The network continues to face an aging audience with a median age around 72, fueling an emphasis on monetizing digital platforms such as YouTube and TikTok in addition to traditional TV.
Reactions among hosts and core viewers were mixed, with some supporting the rebrand and others expressing skepticism. Executives stress that the change offers an opportunity for greater investment and growth.
