Direct-to-Consumer Offering Reflects MS NOW's Long-Term Digital Strategy and Commitment to Serving Audiences in New Ways

MS NOW will launch its inaugural Membership on Wednesday, Sept. 9, the organization’s first direct-to-consumer product. The first-of-its-kind Membership will serve as an additive experience to MS NOW's television and digital offerings, building on the audience's connection with its anchors and reporters.

The MS NOW Membership will offer new opportunities for Members to interact directly with the brand’s trusted journalists, exclusive community features to engage with each other, a new roster of contributors and experts, original creator content, new verticals that explore how news and politics impact everyday life, and 24/7 access to live streams and television programming.

"From the beginning, we've approached this deliberately. When we launched MS NOW, our ‘We the People' campaign was never just a tagline. Our mission has always been to inform, engage and empower our audience,” said Rebecca Kutler, president of MS NOW. "Our Membership is the first step in a long-term strategy to deepen our relationship with audiences in ways that build on what they already value about MS NOW, while addressing what consumers told us was missing from the news experience. We will continue to research, test, and refine this experience because we want it to be something that our loyal MS NOW fans genuinely love, as well as something that future fans genuinely need.”

The launch builds on MS NOW's momentum across platforms, including more than 3.2 billion views across YouTube and TikTok year to date, more than 80 million podcast downloads so far this year, a rapidly growing digital news apparatus, as well as a series of sold-out, mass-market live events that have demonstrated strong audience engagement across platforms.

MS NOW also commands one of the most engaged audiences in all of television. The typical viewer watches the network, on average, nine hours every week – the second-most hours viewed of any cable network.

In addition, MS NOW content is resonating with millions of people outside of the traditional TV landscape, with less than 10% overlap between MS NOW’s television and digital audiences, according to Comscore Content Measurement.

The launch supports VERSANT's broader strategy to deepen audience engagement, extend the reach of its brands, and invest in long-term digital growth.

The MS NOW Membership will be available for $7.99 per month or $79.99 annually. Taxes and fees apply. Through Sept. 30 at 11:59 p.m. ET, new Members can take advantage of an introductory offer of $39.99 (+ tax) for the first full year of Membership. Terms apply.

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