Why Steven Bartlett Rejected $100M to Build a Media Empire His Way
So, let me tell you something wild—Steven Bartlett, the guy behind The Diary of a CEO , turned down a $100 million deal. Yeah, a hundred million. Most people would’ve taken the money and run, but Bartlett? He said no, and honestly, when you hear why, it makes a lot of sense.
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Bartlett's podcast isn’t just popular—it’s massive . He’s got over 10 million subscribers on YouTube, 25 million followers across socials, and he’s pulling in 50 million listeners a month. That puts him right up there with the likes of Joe Rogan. But instead of selling out to a big media company, Bartlett is doubling down on independence. Why? Because he believes he can grow his podcast better without the constraints of a traditional deal.
When he got approached by some of the world’s biggest media players—rumored to be offering deals worth around $100 million—he took the meetings, flew to New York, and listened. But in the end, he said no. Not because the money wasn’t tempting, but because the deal didn’t align with the values of what he’s building.
The main issue? Ads. The offers came with the requirement to increase ads on his show by 300% . For Bartlett, that wasn’t just a creative compromise—it was a threat to the listener experience. He wants his audience to stay engaged, not to be constantly interrupted. Instead of cramming in ads, he's exploring smarter, long-term ways to monetise—equity partnerships, exclusive products, community memberships—moves that keep the brand authentic and the audience loyal.
And let’s not forget: Bartlett knows how to scale. He’s not guessing—he’s using deep analytics to optimise every second of content. From lighting and thumbnails to attention-tracking systems that test engagement before an episode even goes live, his strategy is built like a Silicon Valley startup, not a traditional podcast.
Now, he's setting up shop in L.A. and expanding to New York. He’s also diving into AI—with voice-generated podcast episodes that still hold strong audience retention. It's a little eerie, sure, but it shows how forward-thinking he is. He’s not just riding the wave of podcasting—he’s trying to reshape the entire landscape.
At the core of it all is one simple belief: if you're going to build something meaningful and lasting, you can't always follow the crowd. You have to trust your vision, even when the money looks good. And for Steven Bartlett, the independence to innovate and stay true to his audience was worth more than $100 million.
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