MS NOW, the cable channel formerly known as MSNBC, has unveiled a paid membership tier as it seeks to build revenue streams beyond traditional carriage fees following its split from NBCUniversal. Chief executive Rebecca Kutler described the launch, priced at $7.99 a month or $79.99 annually and set to begin on 9 September, as "the first step in a long-term strategy to deepen our relationship with audiences," offering community features, new contributors, original creator content and round-the-clock access to live streams and television programming.

The subscription push forms part of a broader diversification drive that has included live events, podcasts and content partnerships such as one with Crooked Media, alongside a "Together In Texas" forum on 26 September featuring hosts including Rachel Maddow and Chris Hayes. The channel, which marked its 30th anniversary in July, says viewers watch an average of nine hours of programming weekly, with minimal overlap between its digital and TV audiences. Rivals have already tested similar models: Fox Nation charges $8.99 monthly and has 2 million subscribers, CNN charges $6.99, and former sibling NBC News charges $5.99, with Versant chief executive Mark Lazarus framing the strategy as building direct-to-consumer products rather than simple streaming services.