The numbers are in, and the results are staggering. Just nine months after its initial launch, the Daily Express flagship podcast, The Daily Expresso, has officially taken the top spot as the most-watched UK news podcast on YouTube

In June alone, the show racked up an impressive 3.38 million views, successfully leapfrogging industry heavyweights like The Rest is Politics and BBC Newscast.

But how exactly did a relatively new podcast manage to disrupt the established audio-visual landscape so quickly? According to Express Deputy Editor-in-Chief Sam Lister, the rapid growth comes down to a deliberate, two-pronged strategy.

Here is the secret behind the success of The Daily Expresso:

1. Leaning Into Existing Talent

When it came to building the show, the team didn’t try to reinvent the wheel. Instead, they tapped into the established voices that already deeply resonate with the Express audience. By bringing in host JJ Anisiobi to anchor the show alongside regular co-hosts like Esther McVey, Carole Malone, and Mark Dolan, the podcast instantly benefited from built-in trust and familiarity.

2. Shifting the Tone

Political commentary today is often dominated by heavy, argumentative, and highly polarised debate. The Daily Expresso decided to actively step away from that format. Instead, their goal was to keep the conversation warm, witty, informative, and engaging. It’s proof that audiences are craving news that feels like an engaging chat rather than a shouting match.

As the Express team perfectly summed it up: “Knowing your audience and adapting your content format pays off.”

Want to learn more?

For a deeper dive into the numbers and the strategy behind this massive milestone, you can read Charlotte Tobitt’s full breakdown over at the Press Gazette here.

Partner with a Winner

With The Daily Expresso continuing its upward trajectory, now is the perfect time to get involved. Partnership and sponsorship opportunities are currently available. If you’re interested in reaching a highly engaged, rapidly growing audience, reach out to your Reach rep or message us on LinkedIn to start the conversation today.

Watch the latest episode now: