The halls of MSNBC are buzzing with panic as the network’s primetime lineup, once a liberal stronghold, crumbles under the weight of a disastrous programming overhaul. At the center of the storm is Jen Psaki, the former Biden White House press secretary turned primetime host, whose new show, The Briefing with Jen Psaki, has become a ratings nightmare. Sources say viewership has plummeted to embarrassing lows, with leaks revealing a staggering 53% drop in the key 25-54 demographic just one day after her debut on May 7, 2025. The numbers are grim: Psaki’s second episode drew just 65,000 viewers in the demo, compared to Rachel Maddow’s 1.9 million total viewers during her last full week in the same 9 p.m. slot. “It’s a bloodbath,” whispers one MSNBC insider. “The audience is fleeing, and the network is in chaos!”

The roots of this debacle trace back to a fateful decision by MSNBC’s new president, Rebecca Kutler, who shook up the network’s lineup in a bid to reverse declining ratings. The boldest—and most controversial—move was axing Joy Reid’s long-running show, The ReidOut, in February 2025, after what sources call “inflammatory social media posts” and consistently poor viewership. Reid, a fiery voice for progressive viewers, was a polarizing figure, but her departure left a gaping hole in the 7 p.m. slot. In her place, MSNBC rolled out The Weeknight, a panel show featuring Symone Sanders, Michael Steele, and Alicia Menendez. The result? A measly 707,000 viewers on May 22, with only 56,000 in the 25-54 demo—a jaw-dropping 36% drop from the same slot last year. “It’s like watching a train wreck in slow motion,” says a former producer. “They thought a panel show would energize the audience, but it’s bombing hard.”

Meanwhile, the network’s crown jewel, Rachel Maddow, temporarily returned to her 9 p.m. slot five nights a week to cover the first 100 days of Donald Trump’s second term, pulling in nearly 2 million viewers a night. But when Maddow scaled back to Mondays only, passing the Tuesday-through-Friday baton to Psaki, the bottom fell out. “Rachel warned them,” an insider reveals. “She told Kutler that Joy’s exit would alienate a huge chunk of the base, especially younger, progressive viewers who loved her unapologetic style. But they didn’t listen!” Maddow’s warnings, it seems, fell on deaf ears, and now MSNBC is paying the price for ignoring its biggest star.

The audience experience, sources say, is at the heart of MSNBC’s woes. Fans of Reid and Maddow, who brought passion and sharp commentary to their shows, have struggled to connect with Psaki’s more reserved, insider-driven approach. “Jen’s great at breaking down policy, but she doesn’t have the fire that Joy had or the gravitas of Rachel,” says a longtime viewer who asked to remain anonymous. “It feels like a lecture, not a conversation.” Psaki’s The Briefing was meant to capitalize on her Beltway connections and cool-headed delivery, but critics argue it lacks the emotional spark that made Maddow and Reid must-watch TV. “The audience wants someone who feels like they’re fighting for them,” says a media analyst. “Jen’s too polished, too safe. It’s not resonating.”

In a surprising twist, Rachel Maddow, despite her reported dismay over Reid’s ousting, stepped up to help Psaki navigate the primetime minefield. Sources close to the network reveal that Maddow, known for her fierce loyalty to MSNBC, put aside any personal grievances and sent Psaki a meticulously detailed guide to succeeding in the 9 p.m. slot. The guide, described as a “masterclass in cable news hosting,” included tips on pacing, audience engagement, and navigating the anti-Trump sentiment that defines MSNBC’s viewer base. “Rachel didn’t have to do it,” says a source. “She could’ve let Jen sink or swim, but she chose to be a mentor. It was a noble move.”

For Psaki, the gesture was overwhelming. Insiders say the former press secretary, who had privately worried that Maddow didn’t fully respect her transition from politics to journalism, was moved to tears by the kindness. “Jen thought Rachel saw her as just another Biden flack,” a colleague confides. “When she got that guide, it hit her hard. She was sobbing in her office, saying she didn’t expect that level of support from someone of Rachel’s stature.” Psaki herself has publicly praised Maddow, telling Rolling Stone that “there’s only one Rachel Maddow” and emphasizing their different backgrounds. But despite Maddow’s efforts, Psaki’s show continues to hemorrhage viewers, raising questions about whether the guide came too late—or if Psaki simply can’t fill Maddow’s shoes.

The fallout from Reid’s exit adds another layer of complexity. After her show was canceled, Reid announced a new three-times-a-week podcast, set to launch in June 2025, that could compete directly with MSNBC for its liberal audience. “Joy’s not going quietly,” says a source. “She’s got a loyal following, and her podcast is already generating buzz. MSNBC underestimated her influence.” Reid’s departure, coupled with Maddow’s reduced schedule, has left the network without its two most dynamic voices, and Psaki’s struggles are only amplifying the void. “Joy brought a perspective that connected with viewers who felt marginalized,” says a former MSNBC staffer. “Without her, the network feels out of touch.”

MSNBC’s broader ratings crisis isn’t helping matters. The network has seen a 41% drop in primetime demographic viewership and a 34% drop in total day demo compared to May 2024, according to leaked figures. Psaki’s The Briefing has averaged just 973,000 total viewers since its premiere, a 46% decline from Maddow’s numbers during Trump’s first 100 days. Even more humiliating, Psaki’s show has been outdrawn by reruns of Friends, Seinfeld, and even Paw Patrol in the 25-54 demo. “It’s a wake-up call,” says a media consultant. “MSNBC thought they could swap out big personalities for fresh faces, but the audience isn’t buying it.”

As the network scrambles to stop the bleeding, some wonder if Maddow or Reid could return to save the day. But sources say neither is an option. Maddow, committed to her Monday-only schedule, has no plans to resume a nightly role, and Reid’s bridges with MSNBC appear burned. “Rachel’s got her own projects, and Joy’s moving on,” says an insider. “The network’s stuck with Jen, for better or worse.” Psaki, for her part, remains defiant, telling USA Today that she’s focused on doing things “her own way” and avoiding an insider-only lens. But with viewers tuning out in droves, the clock is ticking.

MSNBC’s primetime disaster is a cautionary tale of what happens when a network ignores its audience and its biggest stars. Maddow’s warnings about Reid’s exit proved prophetic, and her selfless attempt to guide Psaki hasn’t been enough to stop the ratings hemorrhage. As Psaki fights to find her footing and Reid prepares to take her voice elsewhere, MSNBC faces an uncertain future. Will the network double down on its new lineup, or will it admit defeat and beg its former stars to return? One thing’s clear: in the cutthroat world of cable news, the audience always has the last word.