Jen Psaki fails to revive MSNBC ratings in prime time slot

In May 2025, Jen Psaki took over the 9 p.m. ET timeslot at MSNBC, which had previously been dominated by Rachel Maddow. Despite a promising start, the viewership of 'The Briefing with Jen Psaki' has been disappointing, averaging only 1.1 million total viewers from its debut on May 6 through July 3, a significant drop of 44% from the 1.8 million viewership that Maddow had maintained. This decline reflects broader issues for MSNBC in establishing a strong viewer base in Maddow's absence. Furthermore, viewing numbers among the younger demographic aged 25-54 are particularly troubling, as Psaki attracted only 90,000 viewers in this key group, compared to the 123,000 that her predecessor, Alex Wagner, was able to secure during a similar timeframe last year. This viewer deficit highlights the network's struggle to connect with its audience in a competitive cable news landscape where Fox News' 'Hannity' programs regularly attract close to 2.9 million viewers. While she surpassed CNN’s 'The Source with Kaitlan Collins' in total viewer numbers, she still trails the network in the coveted 25-54 demographic, exemplifying the challenges that lay ahead for MSNBC in cultivating new star talent following Maddow's departure. Psaki tried to improve her ratings in June, recording an average of just over 1 million total viewers but still remains far below the standards set by Maddow and the competitive landscape of cable news. The viewer retention issue could be attributed to a slow news cycle that presents former Biden administration officials unfavorably, further complicating her role. As 'The Briefing' runs, questions arise regarding MSNBC's capability to build viewership momentum in the future, exacerbated by the loss of its star anchor. Reports suggest that Maddow's ability to draw viewers was unparalleled, and her absence has left MSNBC at a crossroads in finding suitable replacements that can replicate her success. As the ratings reflect a significant concern for the channel, determining a sustainable strategy for attracting and retaining viewers has become paramount. The emergence of key demographic trends and a fluctuating audience means that Psaki's tenure will be closely scrutinized, as further data unfolds regarding her ability to lead MSNBC back to its past ratings glory.