What's Happening?
Erin Andrews and Charissa Thompson, prominent figures in Fox Sports' NFL coverage, have announced that their podcast, 'Calm Down with Erin and Charissa,' is moving to The Volume, a digital media and sports podcast network founded by Colin Cowherd. This
transition involves The Volume taking over executive responsibilities for ad sales, production, and distribution of the podcast. The 'Calm Down' podcast, which launched in 2021 and previously operated under iHeartMedia, will now leverage The Volume's extensive digital infrastructure. The Volume, established in February 2021, has grown significantly, generating over 100 million YouTube views and 1.5 billion monthly impressions across various platforms, including YouTube, TikTok, and Instagram. The network also maintains partnerships with iHeartPodcasts for ad sales and distribution, as well as with major betting brands like DraftKings. Thompson and Andrews have a long-standing professional relationship with Cowherd, having worked together at Fox Sports for over a decade.
Why It's Important?
This move is significant for several reasons, primarily highlighting the evolving landscape of sports media and content distribution. For Erin Andrews and Charissa Thompson, aligning with The Volume provides access to a robust digital platform known for its video distribution capabilities and broad reach, potentially expanding their podcast's audience and influence. The Volume's emphasis on video content and its partnerships with major platforms and advertisers could lead to increased monetization opportunities and brand visibility for 'Calm Down.' For The Volume, adding a popular podcast hosted by two well-known sports broadcasters further solidifies its position as a growing force in sports media, attracting more listeners and viewers. This collaboration also underscores the trend of established media personalities creating independent ventures and leveraging digital networks to control their content and reach audiences directly, bypassing traditional media gatekeepers. The financial success of The Volume, with an estimated valuation exceeding $150 million, demonstrates the viability of such independent digital media enterprises.
What's Next?
Following the transition, 'Calm Down with Erin and Charissa' will integrate into The Volume's operational framework, benefiting from its production, distribution, and ad sales expertise. The podcast is expected to leverage The Volume's strong presence on video platforms like YouTube, TikTok, and Instagram, potentially leading to an increase in video content and engagement. The existing distribution partnership between The Volume and iHeartPodcasts will ensure a seamless transition for listeners who previously accessed the podcast through iHeartMedia. This strategic alignment could also open doors for future collaborations between Andrews, Thompson, and other personalities within The Volume network. The move is likely to be closely watched by other content creators and media companies as a model for expanding reach and revenue in the competitive digital media space, particularly within sports broadcasting.
Beyond the Headlines
This development reflects a broader shift in how media personalities and content creators are navigating the digital age. The decision by Andrews and Thompson to move their podcast to a network founded by a peer, Colin Cowherd, highlights the growing importance of creator-led platforms and the desire for more control over content and branding. It also points to the increasing convergence of traditional sports broadcasting with digital media, where personalities can cultivate direct relationships with their audience beyond their network affiliations. The success of The Volume, built without outside investments, demonstrates a viable alternative to traditional media structures, offering a model for sustainable, independent content creation. This trend could empower more broadcasters and journalists to launch their own ventures, fostering a more diverse and competitive media ecosystem. Furthermore, the integration with betting brands like DraftKings signals the continued intertwining of sports media with the burgeoning sports betting industry, influencing content and revenue streams.
