What's Happening?
Sports broadcasters Charissa Thompson and Erin Andrews have announced that their podcast, 'Calm Down with Erin and Charissa,' is moving to Colin Cowherd's The Volume media network. The podcast, which launched in February 2021 under iHeartMedia, will now
have its ad sales, production, and distribution handled by The Volume. Thompson, a longtime host of Fox NFL Kickoff, and Andrews, Fox's lead NFL sideline reporter, have a history of working with Cowherd at Fox Sports and ESPN. Thompson expressed her enthusiasm for rejoining Cowherd's network, describing The Volume as the 'podcast house you want to hang out in.' Cowherd, who founded The Volume in February 2021, also shared his excitement about bringing two recognizable names in sports and entertainment to his network. The move aims to broaden the podcast's audience, particularly among female sports fans, and leverage The Volume's extensive digital infrastructure, which generates billions of monthly impressions.
Why It's Important?
This move signifies a notable shift in the sports media landscape, particularly within the podcasting sector. The Volume, founded by Colin Cowherd, has rapidly grown into a successful enterprise, boasting significant annual revenue and valuation without external investments. By acquiring 'Calm Down,' The Volume not only expands its roster of prominent sports personalities but also strategically targets a broader demographic, specifically female sports fans. This could lead to increased listenership and engagement for the network, further solidifying its position in the competitive digital media market. For Thompson and Andrews, joining The Volume offers access to a robust digital infrastructure and a team focused on video distribution, potentially enhancing the reach and impact of their podcast. This collaboration highlights the growing trend of established media personalities leveraging their brand to create independent content platforms and the strategic importance of podcast networks in capturing diverse audiences.
What's Next?
The 'Calm Down' podcast will continue under The Volume's management, with the network taking over executive responsibilities for ad sales, production, and distribution. This transition is expected to be seamless, as The Volume already has an ongoing distribution partnership with iHeartMedia, the podcast's previous home. The move is anticipated to leverage The Volume's emphasis on video distribution, which could lead to increased visual content for 'Calm Down' across platforms like YouTube, TikTok, and Instagram. Colin Cowherd's strategy of hiring a diverse mix of hosts from the sports world and beyond suggests that The Volume will continue to seek opportunities to expand its audience. The integration of Thompson and Andrews' podcast into The Volume's ecosystem is likely to be followed by efforts to cross-promote content and engage with new segments of sports fans, particularly women.
Beyond the Headlines
The partnership between Charissa Thompson, Erin Andrews, and Colin Cowherd's The Volume network reflects a broader evolution in sports media, where traditional broadcasting figures are increasingly venturing into independent digital platforms. This trend allows personalities greater creative control and direct engagement with their audience, bypassing some of the constraints of traditional networks. The emphasis on video distribution by The Volume also underscores the shift in content consumption habits, with audiences increasingly preferring visual and multi-platform experiences. Furthermore, the explicit goal of broadening the audience to include more female sports fans highlights a growing recognition of underserved demographics in sports media. This strategic focus could lead to more diverse voices and perspectives in sports commentary, potentially influencing the types of stories covered and the way they are presented, ultimately enriching the overall sports media ecosystem.
