As audiences continue to splinter across streaming platforms, social feeds and short-form video, news organizations are confronting a fundamental question: How do you build lasting loyalty in an era defined by infinite choice and fleeting attention?

During a featured session at this year’s NAB Show, MSNBC’s Jen Psaki, Ari Melber and Marcus Mabry offered a compelling look at how the newly rebranded MS NOW is approaching that challenge with a digital-first strategy centered on audience connection. In conversation with Breaker’s Lachlan Cartwright, the panel explored the evolving balance between owned and distributed platforms, the economics of streaming and whether legacy media brands should compete for algorithmic attention or focus on cultivating direct relationships.

“I’m not a believer that people are less interested in the news. They’re just interested in consuming it in different ways,” Psaki said. “We’re not changing our mission or our message; we’re just distributing it through a range of different platforms.”

Their answer points toward a broader industry shift: membership. Rather than chasing scale alone, MS NOW is serving its most engaged audiences through community, exclusivity and greater participation. The strategy reflects a growing recognition that audiences no longer want to simply consume content — they want to belong.

“In a very crowded media landscape, we have understanding. We have interpretation and analysis,” Mabry said. “You can get commodity news anywhere, and in more places than ever before … but we’re going to make it really about the people who already trust us, trust our talent and our analysis. That means we can double down on the relationship we have with our audience.”

For media leaders, the takeaway is clear: The next era of journalism may not be defined by who owns the feed, but by who earns trust, fosters community and creates meaningful audience experiences that endure beyond the scroll.

MS NOW’s new direct-to-consumer subscription service is scheduled to launch in summer 2026.