Steven Bartlett, the British podcaster behind The Diary of a CEO, is closing in on becoming the world's most subscribed podcast on You Tube with 19.5mn subscribers. Despite criticism over guests promoting fringe wellness ideas, Bartlett insists he spends little time on the internet. His show regularly exceeds 100mn combined listens and views per month, putting it on track to overtake Joe Rogan's 21.1mn subscribers this year.

Bartlett aims to build the world's leading creator media company, designing his business to maintain ownership and board control for the next 50 years. He is in talks for fundraising that could exceed the $425mn valuation of his holding company Steven.com, where he owns more than 90 per cent. "This is my last dance," he says, having started his first online business at 18. The podcast has faced health expert concerns about guest claims on Covid and cancer, and criticism for platforming manosphere-associated guests.

Bartlett's London office in Shoreditch reflects his brand with a sleek, modern design centered around a rocket ship, natural light, and supplement drinks from investors like Cadence and Perfect Ted. He's working with an AI company to analyze transcripts for accuracy and provide on-screen context, aiming to increase rigour within the medium.