A local voice with a UK wide reach: The Digg Podcast hits No.3 on Spotify’s UK Business Charts
1st Oct 2026
A podcast built in Northern Ireland with a small team is making its mark on the UK stage, with The Digg Podcast reaching number three in Spotify’s UK Business Podcast charts.
Sitting alongside some of the biggest names in UK business podcasting, including Steven Bartlett’s The Diary of a CEO at number one, the milestone marks a significant moment for a podcast that started in 2020 with a simple idea, to create honest conversations with people whose stories could help, inspire or teach others.
Six years later, The DIGG Podcast has grown into much more than a podcast. Founded and hosted by Caroline O’Neill, DIGG has built an audience through conversations spanning business, entrepreneurship, health, family and real life. At the heart of it has remained the same belief: people connect with people.
That approach has also created something increasingly valuable for businesses. A trusted route into an established and engaged audience.
Rather than traditional advertising alone, DIGG works with businesses through podcast sponsorships and wider partnerships, allowing brands to become part of conversations and content that audiences have actively chosen to consume.
For Caroline, trust has been central to that growth.
“People can spot an advert a mile away. What we have tried to build with DIGG is different. Our audience trusts us to tell real stories, introduce them to businesses and people we believe they will genuinely be interested in, and create content that is worth their time.
“For me, that trust is the most valuable thing we have built.”
The rise of The DIGG Podcast also demonstrates that media businesses do not necessarily need large production teams or to be based in London to build audiences beyond their own region.
DIGG remains a small operation, but it’s reach has continued to grow across the UK through the podcast and the wider Digg community.
Reaching number three in the UK Business Podcast charts comes as Digg Podcast also celebrates its 200th episode and looks towards the next stage of its growth.
In 2027, that will include taking Digg to London, with plans to record a new series in the city and develop further relationships with businesses, guests and partners across the UK.
Caroline added: “I’m incredibly proud that something we started here in 2020 can now sit at number three in the UK Business Podcast charts. We don’t have a huge media or production team behind us. We have grown by listening to our audience, telling stories people actually want to hear and working with businesses in a way that feels natural to the community we have built. I still feel like we’re only getting started. Taking Digg to London in 2027 feels like a really exciting next chapter. We are not moving away from where we came from, but showing how far something built here can travel.”
With podcasts continuing to become an increasingly important part of the media landscape, Digg’s growth shows the opportunity for businesses to think differently about how they reach audiences, through trusted voices, long-form storytelling and communities that extend far beyond geographical boundaries.
Digg is excited for the future.
