MSNBC experienced a significant ratings decline in January, recording its lowest viewership ever for the coveted 25-54 demographic. This slump comes despite a news-heavy month filled with major events, including political transitions and international developments.

The network averaged a mere 63,000 viewers in the key demographic during primetime, falling far behind competitors Fox News and CNN. This low performance placed MSNBC 31st among cable offerings, even trailing behind channels like TV Land, Lifetime, and ESPN2.

Experts suggest that this weak showing in the 25-54 demographic, a group highly valued by advertisers for their spending power and openness to new products, could negatively impact MSNBC's advertising revenue. Networks with lower viewership in this demographic often face pressure to reduce advertising rates to attract clients.

Even President Biden's final interview as president, aired on MSNBC, failed to attract a substantial audience in the key demographic, drawing only 97,000 viewers. Popular reruns of shows like "Seinfeld" and "The Office" outperformed the interview in the same demographic.

MSNBC's struggles extend beyond primetime, with the network also experiencing low viewership in total day numbers for the 25-54 demographic. This broader trend suggests deeper challenges for the network's ability to attract and retain viewers.

While MSNBC has highlighted an increase in viewership since the start of the new presidential administration, the network's overall performance in January raises concerns about its long-term prospects, especially with the upcoming spin-off of NBCUniversal's cable assets. The recent departure of MSNBC president Rashida Jones adds another layer of complexity to the network's future direction.