Jen Psaki’s transition into primetime hosting at MSNBC is facing early challenges, with viewership data revealing a notable decline during her first week at the helm of the 9 p.m. slot. “The Briefing,” Psaki’s new show, premiered last week as a full-time replacement for Rachel Maddow’s weekday programming. Maddow, a longtime ratings leader at the network, now hosts just once a week, on Mondays.
According to figures reported by Fox News, Psaki’s second episode on Wednesday drew only 65,000 viewers in the key 25-54 age demographic, a sharp drop from the 139,000 viewers in that group the night before. Overall, total viewership fell to between 1 million and 1.2 million. The 53% drop in the advertiser-coveted demographic in just one day raises concerns for the network about the show’s early trajectory.
Jen Psaki has a new show on MSNBC called, ‘The Briefing.’
The debut episode drew 1.2 million views.
The 2nd episode viewership dropped by 53%.
That’s probably not a good sign. pic.twitter.com/3yO5KLCOoh
— David Joe May (@TheGrayRider) May 10, 2025
Comparatively, reruns of legacy sitcoms and children’s programming—such as “Friends,” “Seinfeld,” and “Paw Patrol”—surpassed Psaki’s show among younger audiences on the same night, highlighting the competitive challenges cable news faces against both entertainment programming and streaming platforms.
Psaki was promoted last month after MSNBC announced that Maddow would be scaling back her nightly presence. Maddow had routinely averaged close to 2 million viewers and was considered a mainstay for the network’s primetime success. Psaki, who previously served as President Biden’s White House press secretary and has a background in political communication, was seen as a fresh voice with behind-the-scenes insight into the workings of government.
In the lead-up to her new role, Psaki stated her intention to provide “real talk” and political context based on her years of experience in Washington. Her early shows have included commentary on the Trump administration and coverage of Democratic figures including Rep. Maxwell Frost of Florida and Michigan state Sen. Mallory McMorrow.
LOL. More was expected? Read “Embarrassment for MSNBC as Former Biden Aide Jen Psaki’s New Show Tanks in the Ratings After Only Two Nights” on SmartNews: https://t.co/CbbJnof2Mo #SmartNews
— Barry Propes (@bpropes30) May 10, 2025
However, MSNBC leadership is reportedly encouraging a shift in tone across its primetime lineup. According to internal guidance reported by the Daily Caller and Fox News, executives are asking talent to reduce the frequency and intensity of content focused on former President Donald Trump. The goal, insiders say, is to avoid “alarm fatigue” among viewers and to pivot toward stories with more optimistic or constructive messaging.
Network leadership has also emphasized the importance of featuring diverse perspectives, encouraging programming formats that bring in guests with differing viewpoints. This mirrors strategies adopted by other networks, including CNN, where political debates featuring commentators across the ideological spectrum have gained audience traction.
Beyond programming content, MSNBC’s parent company, Comcast, is reportedly working on separating MSNBC more clearly from NBC News, aiming to position the channel as a self-sustaining brand. This strategic direction includes exploring new digital revenue streams, such as subscription-based exclusive content and platform engagement through social media.
In an interview with Politico following her promotion, Psaki acknowledged the high expectations and comparisons to Maddow. She stated she does not intend to mimic her predecessor’s style but instead plans to offer commentary shaped by her own career experience.
As MSNBC continues to adjust its primetime identity and navigate changing viewer habits, “The Briefing” remains under close scrutiny. The coming weeks will be critical in determining whether the show can find its audience and establish a long-term presence in the network’s nightly lineup.
