The sports media landscape is evolving rapidly, and few people have had a better front-row seat to that evolution than Andrew Samson, the Head of Original Content at The Volume. With more than six years producing The Herd with Colin Cowherd at FOX Sports, Samson built a reputation for crafting compelling sports content that resonates with fans. Now, he’s leading the charge at Cowherd’s media company, The Volume, shaping a new era of athlete-driven storytelling and live streaming.
In a conversation on Storyteller, ahead of Super Bowl 59, Samson pulled back the curtain on what makes The Volume unique, how athlete-driven content is reshaping sports media, and why instant reaction streams are now more valuable than ever. Here are three major insights from the discussion.
The Power of Details in Storytelling
When asked about the DNA of great stories, Samson didn’t hesitate: “It comes down to one thing, really. And that’s details.”
Working with high-profile athletes like Draymond Green and Shannon Sharpe, Samson has witnessed firsthand how intricate details make stories compelling. He recalled a pivotal moment when Draymond Green made a game-saving steal in the Western Conference Finals, then broke it down on his podcast just two hours later.
“It was insight that I’d never heard before. And I thought, wow, this is the future.”
This kind of storytelling isn’t just about reliving moments—it’s about providing a level of depth and authenticity that only the athletes themselves can offer. Fans don’t just want postgame reactions; they want to feel what it was like to be in that moment.
The Rise of Instant-Reaction Content
The landscape of sports media has shifted from waiting for the next morning’s newspaper headline to immediate, in-the-moment analysis. Samson and his team at The Volume recognized this early on, launching shows that capitalize on real-time engagement.
The turning point? A six-minute reaction video from Colin Cowherd after a Packers playoff loss.
“It became the number one trending video globally. That was when we realized: people don’t want to wait for reactions.”
From there, the formula took off—especially with Draymond Green’s rapid postgame breakdowns.
“Then you have a guy who was in the game, coming hours later, and telling you exactly what went down from his point of view. That was the next level.”
Now, this approach is embedded in The Volume’s DNA, with instant reaction content becoming one of its defining features.
Lean Production, Big Impact
With major shows like Nightcap skyrocketing in popularity (from zero to 1.2 million subscribers in just five months), Samson emphasized the efficiency of The Volume’s production process. Unlike traditional sports networks with massive teams, The Volume operates with lean, nimble crews that maximize flexibility and speed.
“When I was at Fox Sports, you had a staff of 20-30 people putting on a show. Now, we have teams of 3-4 doing the same thing.”
A key ingredient? Smart technology, including Tagboard.
“Tagboard really took it over the top. Sports talk is so stat-heavy, and if you can visually showcase key data in real-time, it keeps the audience engaged and makes the content easier to digest.”
This combination of efficiency, immediacy, and high-quality storytelling is what makes The Volume a powerhouse in today’s sports media landscape.