How Steven Bartlett Built a Media Empire by Understanding the Attention Economy

April 21, 2025 at 3:45 PM UTC

Parla Team

Let’s face it: in today’s world, attention is everything. We live in an attention economy, where brands, influencers, and businesses compete for just a few seconds of someone’s focus.

And while most platforms are crowded and fleeting, podcasting has carved out a unique space—where people actually listen. One of the best examples of this shift? Steven Bartlett, the creator of The Diary of a CEO.

From University Dropout to Media Powerhouse

Steven’s journey is anything but traditional. Born in Botswana and raised in the UK, he dropped out of university after attending just one lecture.

But it wasn’t a setback—it was a launchpad.

At 21, he co-founded Social Chain, a marketing agency built on understanding how attention works online. Social Chain became a juggernaut, eventually valued at $600 million. But Steven didn’t stop there.

Instead, he pivoted to something even more powerful: podcasting.

Why Podcasts Matter (and Why People Actually Listen)

Unlike social media or display ads, podcast listeners are fully tuned in. In fact, 80% of podcast listeners finish most or all of every episode they start. That’s rare loyalty in a world of endless scrolling.

Steven leaned into that. Since launching The Diary of a CEO in 2017, he’s hosted raw, honest conversations with names like:

Simon Cowell
Jada Pinkett Smith
Seth Rogen
Boris Johnson

And people have responded. In 2024, The Diary of a CEO landed in Spotify’s global top 5, and the podcast now boasts:

10M+ subscribers
700M+ YouTube views
A loyal audience that shows up for ticketed live events

The Business of Podcasting: Big Ears, Big Bucks

Podcasting isn’t just popular—it’s profitable. In 2024, the industry passed $6 billion in global revenue. By 2028? It’s expected to hit $11.4 billion.

Steven’s podcast is right in the center of that boom. His revenue streams include:

Sponsored ads
Brand partnerships
Live events
YouTube monetization

But here’s the twist—he’s turned down major distribution deals. Why? Because he values freedom. Experimentation. Creativity. And, most importantly, trust with his audience.

Saying No to Big Platforms (and Why It Works)

Big money often comes with big strings. Steven has famously said no to exclusive deals with major streaming platforms because he doesn’t want creative limitations.

Instead, he’s doubled down on producing content his way—open, transparent, and deeply personal. That decision hasn’t hurt him. If anything, it’s made people trust him more. And in this economy, trust is everything.

What This Means for Brands: Trust > Reach

Here’s the takeaway for marketers: If you want to actually reach people, stop shouting into the void. Instead, partner with trusted voices—people like Steven Bartlett—who already have their audience’s attention and respect.

Because when listeners trust the host, they trust the message too.

Enter Parla Research: Find Your Steven Bartlett

That’s where Parla Research comes in. We help brands and PR teams find podcast hosts who align with their mission—and actually move the needle.

With smart audience data, engagement insights, and tools to spot real influence (not just vanity metrics), Parla helps you connect with podcast hosts who truly resonate.

In a world where attention is scarce, finding the right voice could be your biggest competitive advantage.

👉 Ready to discover your own trusted podcast partner?
Explore Parla Research today →