Steven Bartlett's FlightStory Seeks Paid Members, £100M Valuation

Steven Bartlett, host of "The Diary of a CEO," plans to launch paid memberships for superfans as part of a broader push to grow his media business beyond YouTube advertising. His company, FlightStory, is also seeking outside investment at a valuation of roughly £100 million, according to people familiar with the plans.

Bartlett is the latest big-name creator to shift toward direct fan revenue. The membership tier would offer exclusive content, live events, and merchandise to subscribers willing to pay a recurring fee. The model mirrors what other podcasters have done as ad rates on platforms like YouTube become less predictable.

FlightStory generated more than £20 million in revenue in 2024 and is profitable, the person said. The company is trying to raise about £10 million from investors, with some potential backers viewing the valuation as a low multiple relative to revenue, given the growth trajectory. Bartlett owns a majority stake.

The company already runs a production arm that makes the podcast and a speaker bureau. Bartlett popularized the idea of a "personal monopoly" – a niche where a creator dominates through a combination of expertise and media presence. The paid membership push is an attempt to convert that audience into a recurring revenue stream.

The Diary of a CEO has been downloaded more than 600 million times. Bartlett started the show in 2017 and has interviewed figures ranging from basketball star LeBron James to former president Barack Obama.

FlightStory did not respond to a request for comment.