Often-divisive but undeniably popular sports personalist Colin Cowherd is distancing from the major networks that have helped build his career, announcing that he’s starting his on podcast company under the name The Volume to dip his toes into the on-demand sports content landscape.

Cowherd will lead the network with a signature podcast and anchor a network of content of more than half-a-dozen shows featuring hosts like former NFL star Aqib Talib.

Cowherd also plans to use the network as a test for the kind of content that may lead sports programming moving forward, with shows about sports gaming and shows on sports betting and fantasy sports, including one hosted by infamous gambling fanatic Alex Monaco. Cowherd even got fantasy sports leader FanDuel to be one of the network’s presenting sponsors.

Cowherd, who has invested millions in the project, will be the sole owner and stands to do quite well for himself if it takes off – most recently, The Ringer, run by his former ESPN colleague Bill Simmons, was sold to Spotify for $250 million.

On this MarketScale Industry Update, host Daniel Litwin explores how this move might set the tone for other influencers looking to exercise more control over their content, if the explosive growth in podcasting will continue, and more.

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