Steven Bartlett started ‘The Diary of a CEO’ with a $100 microphone. Now he says it’s on track for $60 million in annual revenue

Steven Bartlett launched his podcast, "The Diary of a CEO," with a $100 microphone. Initially, it was just Bartlett reading his own diary entries at night and later interviewing guests about theirs. Today, the podcast is one of the most-subscribed podcasts on YouTube and is on track to generate $60 million in revenue annually. To maintain control and high-quality content, Bartlett turned down a lucrative offer that required more ads and less autonomy.

Instead, he focuses on brand partnerships, products, subscriptions, events, and an investment fund to generate revenue. His media company, "Steven.com," oversees the podcast and other creator businesses, with projected revenues of $90 million this year and $160 million next year. Bartlett believes the next step in the creator economy is for businesses to acquire and operate more like large holding companies.

Maintaining audience trust is crucial, which includes rigorous fact-checking of episodes and only partnering with businesses that align with his values.