MSNBC and CNN face historic viewer declines in ratings

In a significant downturn for media outlets in the United States, CNN and MSNBC experienced their lowest ratings in decades during the week of November 25, 2024. According to reports, CNN recorded its least-watched week since June 2001, while MSNBC faced its worst viewership numbers among key demographics since November 1997. The ratings collapse is stark when compared to Fox News, which has been drawing significantly larger audiences, attracting four to five times as many viewers as its competitors. For example, Fox News averaged 2 million primetime viewers and 4 million total day viewers, while CNN had only 297,000 primetime viewers and 268,000 total day viewers, and MSNBC had even fewer at 465,000 primetime viewers and 346,000 total day viewers. Several factors are being discussed as potential reasons for this downturn in viewership. The week of Thanksgiving traditionally sees fluctuations in audience numbers, yet the reported lows suggest a more pressing issue within these news networks. Commentary has emerged that indicates a broader demoralization among the Democratic voter base, leading to reduced interest in news that aligns with their political views. However, analysts point out that similar levels of discontent among Democrats in previous election cycles did not result in equally drastic drops in viewership, suggesting there are deeper underlying issues at play. A shift towards streaming content has also been suggested as a contributing factor, yet the comparative strength of Fox News raises questions about why it continues to gain and retain its audience. Critics of MSNBC and CNN have pointed to an over-reliance on narratives surrounding former President Donald Trump and a failure to diversify content that might appeal to a broader audience. In the past few years, left-leaning media outlets may have inadvertently trapped their viewers in a cycle of expectations based on sensational storylines. The constant portrayal of Trump as a nefarious figure and repeated assurances of imminent political changes may have eroded trust among their base when the promised outcomes did not materialize. Consequently, it's clear that MSNBC and CNN need to reassess their strategies to win back viewers who feel disillusioned. As political polarization continues to shape news consumption behavior, both networks will need to explore avenues of content and presentation that can engage audiences effectively without alienating segments of their traditional viewership. Until they address these challenges, it is likely that they will continue to struggle against the robust ratings enjoyed by Fox News.