Editing USA Network (section)

===End of the "blue sky" era, expansion of sports coverage (2016–present)===
In April 2016, USA Network unveiled a new branding campaign and slogan, "We the Bold". The campaign was designed to reflect the channel's current focus on "rich, captivating stories about unlikely heroes who defy the status quo, push boundaries and are willing to risk everything for what they believe in".<ref>{{cite web |url=https://deadline.com/2016/04/usa-network-tagline-brand-we-the-bold-mr-robot-1201737705/ |title=USA Network Unveils Revamped Brand Image, Tagline |first=Denise |last=Petski |date=April 14, 2016 |website=Deadline Hollywood |access-date=May 23, 2017}}</ref> USA had quietly discontinued the "Characters Welcome" tagline in the lead-up to the rebranding, whose associated programming shift was led by the premieres of ''[[Mr. Robot]]'' and [[Colony (TV series)|''Colony'']]. ''[[Variety (magazine)|Variety]]'' reported that the new programming strategy was designed to appeal to themes of "authenticity, resiliency, bravery and innovation".<ref name=":0"/> The ''Washington Post'' felt that the re-branding symbolically marked the end of USA's "blue sky" era, as the channel had been increasingly producing more "intense" series with darker themes.<ref name="lat-serialized"/><ref name="wp-endofblue"/> NBCUniversal marketing executive Alexandra Shapiro explained that the "Characters Welcome" campaign and associated programming was reflective of the "weirdly optimistic" mood of the network's key demographic at the time.<ref name=":0"/>

In August 2016, NBCUniversal acquired the television rights to the [[Harry Potter (film series)|''Harry Potter'' film franchise]] from 2018 through 2025, including the main film series and their spin-offs (with the first, ''[[Fantastic Beasts and Where to Find Them (film)|Fantastic Beasts and Where to Find Them]]'', to have its cable premiere in 2019), and other content. On cable, the films are to primarily be aired by USA Network and Syfy, and the deal also includes the ability for Universal Parks & Resorts to offer "exclusive content and events" related to the franchise (Universal Parks had already been involved in ''[[The Wizarding World of Harry Potter]]'' attractions). The deal succeeded one with [[Freeform (TV channel)|Freeform]]; ''[[The Wall Street Journal]]'' reported the deal was valued around $250&nbsp;million over the length of the agreement, making it one of the highest-valued film franchise deals.<ref name="deadline-nbchp">{{cite web |url=https://deadline.com/2016/08/comcast-nbcuniversal-deal-warner-bros-jk-rowling-wizarding-world-1201800057/ |title=NBCU Conjures Deal With Warner Bros For J.K. Rowling's 'Wizarding World' Works |first=David |last=Lieberman |date=August 8, 2016 |website=[[Deadline Hollywood]] |access-date=May 23, 2017}}</ref><ref>{{cite news |url=https://www.nytimes.com/2016/08/09/business/media/harry-potter-films-to-be-shown-on-syfy-and-usa-network.html |title='Harry Potter' Films to Be Shown on Syfy and USA Network |last1=Kobling |first1=John |date=August 8, 2016 |work=The New York Times |access-date=August 8, 2016}}</ref> To launch the new rights, Syfy and USA both aired ''Harry Potter'' [[Marathon (media)|marathons]] over the July 13–15, 2018 weekend, airing all eight films (including directors' cuts of the first six) with limited commercial interruption.<ref>{{Cite news |url=https://www.broadcastingcable.com/news/syfy-usa-plan-harry-potter-wizarding-weekend-july-13-15 |title=Syfy, USA Plan Harry Potter Wizarding Weekend July 13–15 |first=Michael |last=Malone |date=July 9, 2018 |work=Broadcasting & Cable |access-date=October 26, 2018}}</ref>

Amid the growth of streaming services (including NBCUniversal's newly launched [[Peacock (streaming service)|Peacock]]) and the decline of traditional cable television, USA Network began to cut back on scripted programming, in favor of [[Reality television|reality]] shows, [[Event television|television events]] (including scripted [[miniseries]]), and live programming—the latter including [[WWE]] programs and sporting events. In 2020, the network cancelled ''[[Dare Me (TV series)|Dare Me]]'', ''[[The Purge (TV series)|The Purge]]'', ''[[The Sinner (TV series)|The Sinner]]'', and ''[[Treadstone]]''.<ref>{{Cite web|last=Andreeva|first=Nellie|date=May 13, 2020|title='The Purge' & 'Treadstone' Canceled By USA Network Amid Programming Strategy Shift|url=https://deadline.com/2020/05/the-purge-treadstone-canceled-usa-programming-strategy-shift-two-seasons-one-season-1202934081/|access-date=November 19, 2021|website=Deadline}}</ref><ref>{{Cite web|last=Petski|first=Denise|date=April 30, 2020|title='Dare Me' Canceled After One Season At USA Network|url=https://deadline.com/2020/04/dare-me-canceled-after-one-season-usa-network-1202922779/|access-date=November 19, 2021|website=Deadline}}</ref> With the announcement that [[NBCSN]] would shut down on December 31, 2021, it was subsequently revealed that USA and [[Peacock (streaming service)|Peacock]] would collectively assume its remaining sports broadcasts.<ref name="sbj" />

In December 2023, ''Deadline Hollywood'' reported that USA Network was considering a return to original scripted series in the vein of the "blue sky" era, citing the recent resurgence in the popularity of ''[[Suits (American TV series)|Suits]]'' (which concluded in 2019) after the series was acquired by Netflix that year.<ref>{{Cite web|last=Andrfeeva|first=Nellie|date=December 8, 2023|title=Blue Skies Ahead: USA Network Bringing Back Breezy Dramas As It Reenters Original Scripted Series Space|url=https://deadline.com/2023/12/usa-network-blue-sky-scripted-series-1235656853/|access-date=December 11, 2023|website=Deadline}}</ref>

Comcast announced plans in November 2024 to place USA Network and other cable properties into a spinoff company. The move comes amid declines in linear television accelerated by [[cord-cutting]].<ref>{{Cite web|last=Fisher|first=Eric|date=November 20, 2024|title=Comcast’s SpinCo: New Home for USA Network, Golf Channel, Sports Rights |url= https://frontofficesports.com/comcasts-spinco-new-home-for-usa-network-golf-channel-sports-rights/|access-date=May 4, 2025|website=Front Office Sports}}</ref> On May 6, 2025, the spinoff company is later called "Versant".<ref>{{Cite web |last=Weprin |first=Alex |date=2025-05-06 |title=Comcast’s Cable TV Spinoff Now Has a Name: Versant |url=https://www.hollywoodreporter.com/business/business-news/versant-comcast-cable-tv-spinoff-name-1236208909/ |access-date=2025-05-07 |website=The Hollywood Reporter |language=en-US}}</ref>