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Versant adds more accessibility for MS NOW members ahead of the election
Versant said Monday it is expanding the MS NOW Membership direct-to-consumer experience to connected TV platforms ahead of Tuesday's U.S. election. Members can now watch MS NOW's 24/7 live linear feed on a TV without a cable subscription for the first time.
Published:
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What happened
Versant said Monday it is expanding the MS NOW Membership direct-to-consumer experience to connected TV platforms ahead of Tuesday's U.S. election. Members can now watch MS NOW's 24/7 live linear feed on a TV without a cable subscription for the first time.
Confirmed
Global impact / market context
Putting live news on connected TVs without a cable subscription lowers the barrier for viewers who only want streaming, which could add paying members and reduce reliance on traditional TV distributors. More members would raise subscription revenue, though Versant must weigh added platform and content costs against that income.
Analyst inference
The launch lands just before a U.S. election, a period of heavy news demand, giving Versant a chance to convert temporary viewers into paying members. Pricing at $7.99 monthly or $79.99 annually places MS NOW among low-cost streaming news options competing for household subscription budgets.
Analyst inference
What to watch
- Versant plans to expand the MS NOW Membership on connected TVs in the first quarter of 2027 with member-exclusive series, twice-daily live Q&As with journalists, live events, and more features. Confirmed
- Watch whether new connected TV sign-ups lift total MS NOW Membership revenue enough to offset the costs of platform distribution and added programming, since the article gives no subscriber or revenue figures. Analyst inference
- Track viewing engagement after the election, because the article says the average viewer already watches more than nine hours weekly and higher viewing can support member retention and advertising appeal. Analyst inference