September 30, 2026
(New York – Sept. 30, 2026) – With Election Day quickly approaching, audiences continue to turn to MS NOW for in-depth reporting, analysis, and perspective. In the third quarter, MS NOW delivered a 20% increase among total viewers and a 37% increase among the Adult 25-54 demo in total day, according to Nielsen Big Data + Panel ratings. Plus, MS NOW delivered its tenth consecutive month of year-over-year viewership growth across its programming lineup in September, making it the only cable news network to mark year-over-year growth in September for total day.
MS NOW continues to command one of the most engaged audiences in television. Based on total viewing minutes, MS NOW ranked as the #2 network in all of cable in the third quarter, ahead of ESPN, CNN, and more. According to MRI-Simmons, MS NOW reaches more than 38 million Americans across its linear and digital platforms.
In weekday primetime, MS NOW averaged 1.2 million total viewers and 105,000 demo viewers in the third quarter, up 16% among total viewers and 28% in the demo compared to the third quarter of 2025. During weekday live programming (Monday through Friday, 5 a.m. to midnight), MS NOW averaged 800,000 total viewers and 75,000 demo viewers, with year-over-year increases of 21% and 36%, respectively.
MS NOW ranks as the #1 most-watched cable news network in weekday primetime in Washington, D.C. for September.
MS NOW Averages 1.2 Million Total Viewers in Primetime for the Quarter; ‘The Rachel Maddow Show’ Ranks #1 Across Both Demos in Timeslot for September
“The Rachel Maddow Show” averaged 1.8 million total viewers and 186,000 demo viewers in September, ranking #1 among cable news in its timeslot across both demos.
Plus, “Deadline: White House,” “The Beat with Ari Melber,” “The Weeknight,” “All In with Chris Hayes,” and “The 11th Hour with Ali Velshi” each topped CNN among both total and demo viewers in September.
The 11th Hour with Ali Velshi, one of MS NOW’s most recent launches, grew its viewership by double digits in the demo this quarter versus last year.
“Morning Joe” and “Way Too Early with Ali Vitali” Continue to Outpace CNN Across Both Demos; “Morning Joe” Remains #1 in Washington, D.C.
“Morning Joe” continued its strong 2026 performance in September, up 11% among both total viewers and the demo. “Morning Joe” more than doubled CNN among total viewers and topped the network among the demo. In September, "Morning Joe" remained the #1 cable morning program in Washington, D.C.
More viewers start their day with "Morning Joe" than any other cable program in September and the quarter.
“Way Too Early with Ali Vitali” also topped CNN across both demos, increasing its viewership by 15% among total viewers and 9% in the demo from September 2025.
“Money, Power, Politics with Stephanie Ruhle” continued to grow its viewership across both demos since launch, up double digits among total and demo viewers this quarter, while outperforming CNN with total viewers in both the 9 a.m. and 10 a.m. hours.
MS NOW’s New Dayside Lineup Delivers Double-Digit, Year-Over-Year Growth Among Total and Demo Viewers This Quarter; Tops CNN Among Total Viewers Across Every Dayside Hour in September
MS NOW’s dayside programming delivered significant year-over-year increases throughout the third quarter, up 24% among total viewers and 47% among the demo compared to the third quarter of 2025.
MS NOW topped CNN among total viewers across every hour of dayside programming in September.
Plus, MS NOW marked four consecutive months leading CNN among total viewers, accounting for every month since MS NOW unveiled its new programming lineup of “State of Play with Peter Alexander,” “On the Line with Alicia Menendez,” and “The Moment with Katy Tur.”
MS NOW’s Weekend Programming Posts Double-Digit, Year-Over-Year Growth Among Total and Demo Viewers; Tops CNN Across Both Demos in September
MS NOW weekend programming delivered some of the network’s strongest year-over-year increases this quarter, with total viewership increasing 25% and demo viewership increasing 55% versus the third quarter of 2025.
In September, weekend viewership increased 16% among total viewers and 26% among the demo year over year. MS NOW topped CNN among total viewers during the Saturday and Sunday, 7 a.m. to 6 p.m. daypart.
The newly-launched “Connect with Jacob Soboroff” was MS NOW’s most-watched weekend program in September, up 16% among total viewers and up 47% in the demo year-over-year. Plus, “The Weekend” increased its total viewership by 35% and demo viewership by 12%.
“Connect with Jacob Soboroff” and “The Weekend” also topped CNN among both total and demo viewers in September.
This month, MS NOW expanded its weekend lineup with the launch of “The Assignment with Antonia Hylton.” In its first three weeks, the new program topped CNN among total viewers.
Ranks as #1 News Organization on YouTube in September; Continues to Record More YouTube Views Than ABC News, CBS News, and NBC News Combined
MS NOW continues to lead the pack as one of the most watched and most influential news organizations on non-linear platforms, recording over 4.0 billion combined views across YouTube and TikTok so far this year.
Year-to-date, MS NOW has recorded 2.69 billion YouTube views, more than ABC News (976 million), CBS News (408 million), and NBC News (828 million) combined.
MS NOW’s most-viewed YouTube videos in September include: Jen Psaki’s reaction to Trump’s proposed $5K checks; Ari Melber on FCC censorship of Jimmy Kimmel’s interview with James Talarico; Stephanie Ruhle’s analysis of the White House press pool’s suspension of Trump coverage; Ari Melber’s reaction to South Park’s rebrand; and The Weeknight’s interview with Rep. Joyce Beatty.
MS NOW’s top TikTok videos in September include: Nicolle Wallace’s reaction to U.S. Mint selling $1 Trump coins; Peter Alexander’s remarks on the White House press ban; Nicolle Wallace’s reaction to Kash Patel’s beastiality remarks; Rachel Maddow on whistleblower images from inside ICE “prison camp”; and Rachel Maddow’s appearance on a special edition of State of Play with Peter Alexander.
MS NOW users continue to spend more time on ms.now than on The Washington Post, NPR, Politico, The Atlantic, and Axios, and reaches more unique visitors than The Atlantic, Politico, and Axios.
Year-to-date, consumers continue to spend more time on ms.now than any other political news site, ranking #1 in 2026. Article page views are also up 43% year-over-year, driven in part by the expansion of MS NOW’s original reporting.
In September, the most-read pieces on ms.now include: MS NOW’s reporting on the White House pool suspending TV coverage of Trump; Brian Bennett, Laura Barrón-López, and Jake Traylor’s exclusive reporting on Trump aides exploring attaching Trump’s name to Ford’s Theatre, and Kevin Frey’s reporting on Democrats’ new impeachment strategy.
The network launched the MS NOW Membership in September, its first-ever direct-to-consumer product, creating two-way conversation between Members and MS NOW’s journalists. The MS NOW Membership is available now in the App Store, on Google Play, and online at ms.now/membership.
MS NOW Records More Than 102 Million Audio Downloads Year-to-Date; ‘Morning Joe’ Ranks as #1 Podcast for September and the Quarter
MS NOW generated more than 32.5 million total audio downloads this quarter, up 11% versus the third quarter of 2025. Year to date, MS NOW has also recorded more than 102.1 million audio downloads.
“Morning Joe” was MS NOW’s most-downloaded podcast for the month with 2 million downloads, up 68% year-over-year.
TV Source: Nielsen, Big Data + Panel, Live+SD, Persons 2+ and Adults 25-54. Total Day = M-Su 6 a.m. to 6 a.m.; Live Programming = M-F 5 a.m.- 12 a.m.; Primetime = M-F 8 p.m.-11 p.m. September 2026: [8/31/26-9/27/26]. 3Q26: [6/29/26-9/27/26]. Time period wins based on regularly scheduled programming. ‘Start of day’ claim based on M-F 6:00 a.m.-6:15 a.m. average.LPM = Washington, D.C., M-F 6 a.m.-9 a.m., M-F 8 p.m.-11p.m. The Assignment = 9/12-9/27/26 Sa-Su 1 p.m.-4 p.m. Program average vs. September 2025 program average. Reach = MRI-Simmons, Spring 2026 USA Survey, # of unique viewers, television networks watched in the past 7 days, websites or apps used in the last 30 days.
Digital Source: YouTube data based on YouTube Studio Analytics, September 1 – September 29, 2026. YouTube video views. Competitor data from ListenFirst. TikTok data based on ListenFirst, September 1 – September 29, 2026. TikTok video views. Audio data based on Simplecast Analytics, September 1 – September 29, 2026. Comscore Media Metrix® Multi-Platform, Desktop, Mobile, and Social, Total Minutes, Unique Visitors, January-August 2026, United States, News/Information – Politics and Custom competitive set (AXIOS.com, NPR, Politico, The Atlantic, WASHINGTONPOST.COM)
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