MS Now hosted Texas fan event featuring Rachel Maddow
MS Now hosted its annual fan event, Together In Texas: We the People 2026, on September 26, 2026, drawing nearly 5,000 attendees to the arena at the University of Texas-Arlington. The Guardian reported that the network traditionally held this gathering in New York City over the past two years before relocating the program to Texas.
Arena Fills for Liberal Media Figures in a Deeply Red County
Donald Trump and JD Vance carried Tarrant County by 42,125 votes in 2024. Despite those local voting margins, the arena at the University of Texas-Arlington filled with nearly 5,000 spectators cheering for network hosts Rachel Maddow and Lawrence O’Donnell. MS Now, formerly known as MSNBC, chose a traditionally red state to anchor its broader audience outreach strategy.
Texas has not elected a Democrat to the US Senate in 37 years. That streak faces a test next month when 37-year-old state representative James Talarico faces the Republican nominee, Ken Paxton. Paxton secured the GOP nomination after defeating incumbent John Cornyn with Donald Trump’s backing. Marcus Mabry, senior vice-president of content strategy for MS Now, explained the decision to move the event south. Mabry stated that the network wanted to be bigger and bolder by focusing on a high-stakes regional story while expanding its live events business. As Mabry put it, everything is bigger in Texas.
Audience Growth and Direct-to-Consumer Strategy
The network maintains a strong position among older liberal viewers who watch linear television. Leadership sees expansion potential outside coastal strongholds, mirroring the national Democratic party’s strategic ambitions. Stephanie Ruhle addressed the crowd regarding those growth prospects.
He contrasted the current energy with the intense stress test of the American constitutional republic experienced over the prior year and a half.
Ratings reflect that rising engagement. MS Now’s primetime lineup averages 1.3 million viewers this year, marking an 11% increase from 2025. The network experienced even sharper growth among viewers aged 25 to 54, the demographic most prized by advertisers.
Network Launches Direct-To-Consumer Membership Plan
The Texas gathering also served as an in-person showcase for the network’s direct-to-consumer membership plan. Priced at $7.99 per month or $79.99 annually, the subscription gives users access to daily Q&As with top hosts, a moderated discussion community, exclusive content, daily briefings, and guided meditations.
Network president Rebecca Kutler participated in the fan-focused atmosphere by photographing attendees with White House correspondent Laura Barrón-López after a panel discussion.