Fox News is reimagining its strategy to dominate in the digital-first age, stepping onto the playing field of broadcast giants like CBS, NBC, and ABC. With a bold new pitch and data-backed confidence, the network is setting its sights on positioning itself as a prime-time competitor in an era where live content reigns supreme.
The Evolution of Live News in the Streaming Age
For decades, Fox News has been synonymous with cable news dominance, locking horns with MSNBC and CNN in the battle for nightly viewership. But the media landscape has shifted dramatically. Cord-cutting consumers have traded traditional TV for on-demand streaming platforms, creating a new challenge for broadcasters reliant on real-time audiences.
Enter Fox News’ audacious new strategy. The network is framing itself as America’s “fifth broadcast network,” taking direct aim at the reach and scale of terrestrial titans CBS, NBC, and ABC. This repositioning comes on the heels of a record-breaking year: Fox News achieved unprecedented dominance in cable news ratings and advertising revenue throughout 2025.
In May 2025 alone, Fox News averaged 2.46 million viewers in primetime—a leap of 23% year-over-year. The coveted 25-54 demographic saw even more dramatic growth, with viewership up 32% to 262,000. The network’s lead is even more apparent against rivals; MSNBC’s primetime audience dropped 24% to 877,000, while CNN fell 18% to 426,000 viewers. In total day programming, Fox News drew 1.56 million viewers, up 21%, compared to MSNBC’s 545,000 (down 33%) and CNN’s 353,000 (down 24%).
Currently, Fox News commands a staggering 65% of the cable news audience share across both total day and primetime slots—delivering the top 1,100 cable news telecasts since Election Day 2024. Every weekday program finished May with double-digit, year-over-year gains.
Fox News’ Unique Value Proposition
At the heart of Fox News’ strategy is its claim to deliver live, unscripted content at a scale comparable to traditional broadcasters—something that has grown increasingly rare in the on-demand era. Trey Gargano, Executive Vice President of Advertising Sales at Fox News, stated confidently, “We’re not just selling prime time—we’re selling the entire network, which delivers prime ratings throughout the day.”
This repositioning taps into a broader trend. Advertisers are increasingly prioritizing live content as streaming platforms struggle to replicate real-time engagement. Fox News is positioning itself to capitalize on this demand, emphasizing that brands can reach an engaged audience not just in the evening, but throughout every hour of the day.
A Changing Marketplace for Advertisers and News Media
Shifting Perspectives on News Genres
Historically, major consumer brands have shunned the news for its polarizing nature, leaving a vacuum filled primarily by pharmaceutical companies, automakers, and financial services. Today, that narrative is shifting. Suzanne Irving, President of Integrated Investment at OMD, observes, “There’s definitely a more nuanced approach today. It used to be a hard rule—just avoid news. Now, advertisers are more willing to explore.”
Fox News is taking full advantage of this trend. Since the 2024 presidential election, the network has attracted over 200 new advertisers, including more than 100 blue-chip brands. This surge demonstrates not only a broadening appeal but also a renewed confidence from major advertisers eager to tap into Fox’s growing share of live-viewing audiences.
The Post-Election Ratings Surge
Helping bolster the new pitch is Fox News’ post-2024 election ratings explosion. After the election, the network captured 62% of the overall cable news audience share—its highest to date. In primetime, Fox News hit 3.18 million total viewers, with 476,000 from the key Adults 25-54 demographic. The result was a 16% increase in primetime viewership month-over-month and a striking 33% surge in the demographic.
Year-over-year, primetime viewership soared: Fox News experienced an 84% rise in total viewers and a 139% jump in the 25-54 demographic. Meanwhile, competitors saw steep declines—MSNBC’s primetime viewership dropped 22% month-to-month, and CNN lost 13% in total primetime viewers.
Since Election Day 2024, Fox News has delivered all of the top 1,100 cable news telecasts, with weekday programs scoring double-digit year-over-year gains.
Bret Baier’s Special Report has even outperformed CBS Evening News in some cases.
Afternoon shows like America’s Newsroom are closing the gap with broadcast network staples.
Crushing Cable News Competition with Historic Ratings
Fox News’s overwhelming market presence isn’t just about growth; it’s about outright dominance. With nearly two-thirds of the cable news audience, Fox is leaving competitors far behind, tightening its grip on the market and solidifying its role as the go-to destination for live, unscripted news.
Ad Revenue in Comparison to Competitors
Financial strength has matched Fox’s ratings supremacy. Fox Corporation reported a 77% surge in first-quarter 2025 advertising revenue, bringing in $1.67 billion—up $725 million from the previous year. Fox News alone is projected to earn $1.19 billion in advertising revenue in 2025 (on par with $1.23 billion in 2024), a testament to resilience even as total cable subscriptions shrink.
For context, CNN expects just $587.2 million in 2025 advertising revenue (down from $663.4 million) and MSNBC $699.2 million (down from $752.4 million). Meanwhile, cable network ad revenue for Fox grew by 26% to $371 million, driven by strong pricing and viewer growth.
Advertisers are taking notice: more than 200 new brands have signed on since the election, including over 100 from the “blue-chip” category in the last year alone—evidence of swelling market confidence.
The Fox Network vs. The Cable Channel
One crucial distinction in this strategy is the separation of Fox News as a cable brand and the Fox broadcast network, which functions independently. While collaborative opportunities exist between the two entities for sponsor engagement, their programming and operational decisions remain distinct. This autonomy supports Fox News’ goal to innovate rapidly and independently, unburdened by legacy cable norms.
What Sets Fox News Apart From Other Broadcast Replacements?
Attempts to mimic broadcast networks aren’t new. Cable players like TNT, TBS, and Discovery tried to curate broadcast-style schedules with entertainment and scripted shows to broaden their appeal. But Fox News is charting a different course, focusing solely on unscripted, real-time programming that thrives on immediacy and relevance.
Since the 2019 sale of its entertainment portfolio to Disney, Fox Corporation has zeroed in on live and linear viewing. The results speak for themselves: Fox News is consistently first at covering political earthquakes, high-profile interviews, and cultural moments.
Revolutionary “Fifth Network” Strategy
Led by CEO Lachlan Murdoch and Executive Vice President Trey Gargano, Fox News has repositioned itself as a broadcast competitor with a unique value: real-time, unscripted programming at scale. This strategy is especially effective in the streaming era, as advertisers eagerly seek the authenticity and engagement only live content can bring.
Roundtable show The Five is now positioned to rival network icons like Survivor.
Greg Gutfeld’s late-night hour competes directly with broadcast stars like Fallon and Colbert.
Through these shifts, Fox News aims to extend its narrative (and advertising impact) beyond cable, reaching audiences and brands previously engaged by traditional broadcasters.
Financial Dominance and Digital Innovations
Fox Corporation’s expansion isn’t limited to broadcast-style cable. The launch of OneFox—an AI-powered, converged media platform fueled by AdRise technology—enables seamless integration of audience, contextual, and behavioral data. This digital-first approach enhances campaign effectiveness across creative and analytics.
Fox Nation, the streaming arm, now claims between 2 million and 2.5 million subscribers, bolstered by high-profile exclusives and documentary projects. A new, yet-unnamed streaming service is set to debut in fall 2025, targeting mid-single-digit million subscribers and underscoring Fox’s effort to diversify beyond the linear bundle.
Why Live News is a Goldmine for Advertisers
The value of live news lies in its ability to capture real-time attention—something few other formats can claim in today’s media ecosystem. NBCUniversal statistics indicate that news viewers exhibit higher purchase intent than those watching other genres. By marketing itself as a full-day, all-platform network (rather than just a primetime player), Fox News provides brands unprecedented access to one of TV’s most engaged and loyal audiences.
Can Fox News Maintain Its Momentum?
Competition remains fierce, and the staying power of these ratings will be tested as the news agenda ebbs and flows. Yet, Fox News appears exceptionally well-positioned to weather market volatility thanks to a stable advertiser base, scalable live content model, and continuous innovation in digital distribution.
A Bold Vision for America’s Streaming Future
Ultimately, Fox News’ transformation as a “fifth broadcast network” captures the scale of change in media consumption today. With the largest audience, leading advertiser growth, and financial clout—even amid wider industry contraction—the network is setting new standards for what it means to succeed in America’s streaming era.
Advertisers are noticing. Viewers are shifting. The question now is whether competitors like CBS, NBC, and ABC can keep up with this evolving media narrative.
Fox News isn’t just broadcasting news; it’s making it. And in doing so, the network might just redefine what it means to be a leading player in the streaming age.
