NOVA Entertainment has signed an exclusive Australian partnership with FlightStory, the UK-based media company behind “The Diary of a CEO” podcast, founded by creator and entrepreneur Steven Bartlett. The deal grants NOVA exclusive rights to sell advertising in the Australian market around FlightStory’s podcast portfolio featuring the flagship show “The Diary of a CEO” and content from creators such as broadcaster Davina McCall, relationship expert Paul C. Brunson, and human performance scientist Dr. Kristen Holmes.
FlightStory selected NOVA Entertainment as its first regional partner outside the UK following a rigorous pitch process.
“We’ve chosen NOVA Entertainment as our exclusive representation in the Australian market because we feel deeply aligned,” Bartlett said in a news release. “We share a commitment to independent ownership, creative innovation, a collaborative mindset, and the belief that this partnership will make one plus one equal three.”
“The Diary of a CEO” currently ranks as the world’s second-largest interview podcast, with 60 million monthly listeners globally, over 11 million YouTube subscribers, and 25 million followers across social platforms. Australia represents the fourth-largest market for the show’s subscriber base, with FlightStory reporting 2.5 million unique monthly consumers across audio, video, and social channels in Australia alone.
The partnership comes as digital audio advertising continues to grow in Australia. According to IAB Australia’s recent report on internet advertising revenue, digital audio grew 23.6% to $290.2 million in the financial year ending June 2024, outpacing overall digital advertising growth of 9.7%.
Strategic Selection Process
The partnership developed from initial discussions at a podcast show in London, where NOVA’s Chief Growth Officer, Adam Johnson, met with the FlightStory team. The formal request for proposal process began approximately 18 months after the initial announcement.
Kate Murphy, NOVA Entertainment’s National Commercial Strategy Director, described the company’s approach in an interview with Mediaweek: “We knew Bartlett and his team weren’t a ‘go with your gut’ kind of operation. They rigorously test everything, so we had to show our thinking, not just talk about it.”
NOVA’s pitch included a sample partnership for a hypothetical brand, demonstrating potential campaign execution in the Australian market.
Broader Business Context
This partnership represents FlightStory’s first expansion of its commercial operations beyond the UK. FlightStory launched in February 2024 and uses its proprietary data science platform, FlightRadar, to identify high-potential hosts and content based on audience behavior and cultural relevance.
“This isn’t just about a podcast,” Murphy told Mediaweek. “It’s a collaboration with a global market leader. We’re applying those learnings here to benefit our business and our clients.”
“This is a huge win for NOVA,” stated NOVA Entertainment CEO Peter Charlton. “Steven and the entire FlightStory team are truly world-class, as is the content they create. I’m incredibly proud they’ve chosen us to help grow their presence in Australia.”
Bartlett has recently expanded his business portfolio, taking co-ownership of the creator commerce platform Stan in May 2025. This investment through his FlightStory Fund comes as Stan reported reaching $30 million in annual recurring revenue.
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NOVA Entertainment has signed an exclusive Australian partnership with FlightStory, the UK-based media company behind “The Diary of a CEO” podcast, founded by creator and entrepreneur Steven Bartlett. The deal grants NOVA exclusive rights to sell advertising in the Australian market around FlightStory’s podcast portfolio featuring the flagship show “The Diary of a CEO” and content from creators such as broadcaster Davina McCall, relationship expert Paul C. Brunson, and human performance scientist Dr. Kristen Holmes.
FlightStory selected NOVA Entertainment as its first regional partner outside the UK following a rigorous pitch process.
“We’ve chosen NOVA Entertainment as our exclusive representation in the Australian market because we feel deeply aligned,” Bartlett said in a news release. “We share a commitment to independent ownership, creative innovation, a collaborative mindset, and the belief that this partnership will make one plus one equal three.”
“The Diary of a CEO” currently ranks as the world’s second-largest interview podcast, with 60 million monthly listeners globally, over 11 million YouTube subscribers, and 25 million followers across social platforms. Australia represents the fourth-largest market for the show’s subscriber base, with FlightStory reporting 2.5 million unique monthly consumers across audio, video, and social channels in Australia alone.
The partnership comes as digital audio advertising continues to grow in Australia. According to IAB Australia’s recent report on internet advertising revenue, digital audio grew 23.6% to $290.2 million in the financial year ending June 2024, outpacing overall digital advertising growth of 9.7%.
Strategic Selection Process
The partnership developed from initial discussions at a podcast show in London, where NOVA’s Chief Growth Officer, Adam Johnson, met with the FlightStory team. The formal request for proposal process began approximately 18 months after the initial announcement.
Kate Murphy, NOVA Entertainment’s National Commercial Strategy Director, described the company’s approach in an interview with Mediaweek: “We knew Bartlett and his team weren’t a ‘go with your gut’ kind of operation. They rigorously test everything, so we had to show our thinking, not just talk about it.”
NOVA’s pitch included a sample partnership for a hypothetical brand, demonstrating potential campaign execution in the Australian market.
Broader Business Context
This partnership represents FlightStory’s first expansion of its commercial operations beyond the UK. FlightStory launched in February 2024 and uses its proprietary data science platform, FlightRadar, to identify high-potential hosts and content based on audience behavior and cultural relevance.
“This isn’t just about a podcast,” Murphy told Mediaweek. “It’s a collaboration with a global market leader. We’re applying those learnings here to benefit our business and our clients.”
“This is a huge win for NOVA,” stated NOVA Entertainment CEO Peter Charlton. “Steven and the entire FlightStory team are truly world-class, as is the content they create. I’m incredibly proud they’ve chosen us to help grow their presence in Australia.”
Bartlett has recently expanded his business portfolio, taking co-ownership of the creator commerce platform Stan in May 2025. This investment through his FlightStory Fund comes as Stan reported reaching $30 million in annual recurring revenue.
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