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Forbes
30-06-2025
- Forbes
MSNBC's ‘Morning Joe' Charges Toward Its 20th Year: ‘We Want To Break New Ground'
'Morning Joe' co-hosts Joe Scarborough, Mika Brzezinski, and Willie Geist on the set at MSNBC ... More headquarters in New York. In a time of relentless--maybe exhausting is a better word--change, MSNBC's Morning Joe has remained remarkably consistent--in fact, co-hosts Joe Scarborough, Mika Brzezinski and Willie Geist have quietly taken the title of longest-running morning show team on television as they close in on two decades together. While it's very rare in television for one set of hosts to endure as long as these three have, a lot has changed. The show that began in a studio in Secaucus, New Jersey, soon decamped for New York. The sets have changed. So has Scarborough's look, evolving with the times from v-neck-sweater-over-white-tee to jacket-no-tie to jacket-and-rep-tie-with-sneakers and occasionally just a branded Morning Joe sweatshirt. But the mission of the show today is pretty much the same as it was in the beginning: setting the stage for the day in politics and news by bringing together legislators, academics, journalists, authors, and others to try and make sense of what's happening over a cup (or more) of coffee. 'Morning Joe continues to be at the center of political conversation with influential audiences not just in Washington, D.C. and New York, but across the country,' Scarborough said. Joe Scarborough and co-host Mika Brzezinski host the "Morning Joe" show on April 7, 2009 in New York ... More City, during Scarborough's sweater-and-crisp-white-tee phase. (Photo by) Dominant in DC--and on YouTube And while they have yet to knock the goliath of Fox News Channel's Fox 'n' Friends from its perch as the most-watched morning show in cable news, Morning Joe has been the top-rated morning show in the Washington, DC market, home of course to influential viewers like Donald Trump, who has consistently bashed MSNBC while also conceding that he's a regular viewer. Nationally, Morning Joe has averaged 701,000 viewers in the second quarter, more than doubling that of CNN, and the second quarter also marks 41 consecutive quarterly wins over CNN. Among viewers 25-54, the key demographic valued by advertisers, Morning Joe has also beaten CNN, drawing an average audience of 62,000 viewers in the second quarter of 2025. Despite a dip in overall viewership following the presidential election in November--common after viewership traditionally climbs during the months leading up to Election Day--Morning Joe's audience has rebounded, climbing 11 percent among total viewers and 9 percent in the key demo. MORNING JOE — Pictured: (l-r) Willie Geist, Mika Brzezinski, Joe Scarborough — Broadcastng from New ... More Orleans' John McDonogh High School, MSNBC's Joe Scarborough, Mika Brzezinski and Willie Geist encourage viewers with a community involvement call-to-action (Photo by Cheryl Gerber/NBCU Photo Bank/NBCUniversal via Getty Images via Getty Images) The show has also seen its viewership on YouTube rise dramatically, with 56.2 million views in the second quarter, up 38% from 1Q 2025. And while Morning Joe is considered a politically-driven program, some of the show's most-watched videos on YouTube deal with economics, including an April segment on Trump's tariff war that drew more than 1.2 million views, and one that focused on a warning from the CEOs of Walmart and Target about rising prices and empty shelves that's been watched 1.5 million times: 'We want to break new ground' The focus on non-linear viewership is a reality for all of cable and broadcast news, as a generational shift in media consumption means younger viewers are far less likely than their parents and grandparents to sit down in front of a TV and watch live news. Morning Joe has plans to meet those viewers where they are with consumable chunks of the live show on social media, and new content produced specifically for non-linear viewers. "Looking ahead, the entire team is excited to build on what has made the program successful for nearly two decades. We want to break new ground in the audio space, revamp and beef up our newsletter, and experiment with town hall meetings with the loyal Morning Joe family,' Scarborough said of the show's plans. The show's daily audio showcast, a podcast-style version of the daily broadcast, is MSNBC's most-listened-to, with 1.4 million downloads so far in June. MORNING JOE — Pictured: (l-r) Willie Geist, Bradley Cooper — Bradley Cooper swings by to talk to ... More hosts Mika Brzezinski and Willie Geist of "Morning Joe" (Photo by Virginia Sherwood/NBCU Photo Bank/NBCUniversal via Getty Images via Getty Images) 400 voices a month With four hours each morning, Morning Joe has time to cast a wide net, and it does: averaging 400 different voices each month. Often, those are newsmakers, like Sen. Amy Klobuchar who talked on a Monday morning about the assassination of her friend and fellow lawmaker, Minnesota Democrat Melissa Hortman, who had been shot and killed two days earlier. Over the last few weeks, other guests have included Trump border czar Tom Homan, talking about ICE raids and protests in Los Angeles, and Democratic leader Hakeem Jeffries, who discussed Zohran Mamdani's upset victory in the Democratic primary for New York City mayor. But the show's bookers are also quite effective at landing big names in entertainment and theater, with Ben Affleck, Jon Hamm and Seth Rogan appearing on Morning Joe in recent weeks.
Yahoo
10-06-2025
- Yahoo
Dangerous waterslides, toxic toys: Henry Winkler digs into 'Hazardous History'
Award-winning actor Henry Winkler joins Morning Joe to discuss the new History Channel show 'Hazardous History with Henry Winkler'. The show looks at popular old toys, recreational activities and ways of life that are questionable by modern standards.
Yahoo
09-06-2025
- Yahoo
Nick Offerman on his new role in 'Sovereign'
Actor Nick Offerman joins Morning Joe to discuss starring in the new film 'Sovereign' about a single father struggling with debt who embraces the 'Sovereign Citizen' movement.
