MS NOW Launches $7.99 Monthly Subscription Service Amid Cable Shift

MS NOW, a left-leaning cable channel, is betting on membership as a major revenue driver.

The channel's chief, Rebecca Kutler, unveiled a $7.99 per month or $79.99 annual subscription service that includes exclusive community features, new contributors and experts, original creator content, and 24/7 access to live streams and television programming.

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MS NOW has been trying to diversify its revenue away from cable carriage fees alone and branch out to more live events, podcast offerings, and direct-to-consumer avenues to tap into its loyal audience of Democrat and progressive-minded viewers. The channel's typical viewer watches 9 hours of its programming per week, with less than 10 percent overlap between its digital audience and TV watching base.

The move comes as traditional cable rivals like Fox News and CNN also dip their toes into the subscription space, with Fox offering a $8.99 monthly fee for its Fox Nation destination and CNN charging $6.99 a month for its subscription tier.