If you’ve spent any time at all watching sports talk over the last decade, you know the vibe. There's a crisp, high-end studio in Los Angeles—or more recently, a sleek setup in Chicago. There’s a guy in a quarter-zip pullover leaning into a microphone, talking about "divorce" analogies for NFL quarterbacks. Colin Cowherd on Fox Sports has become such a fixture of the afternoon landscape that it’s easy to forget how much of a gamble it was back in 2015.
Back then, the sports media world was shifting. Everyone thought the "big desk" era was dying. But Cowherd didn't just survive; he basically built a fortress.
Honestly, it's kind of wild to look at the longevity here. Most shows burn out or get canceled after three years of screaming at the camera. But "The Herd with Colin Cowherd" has managed to stay relevant by leaning into a very specific brand of "midwestern common sense" mixed with ruthless business logic. It’s not just a sports show anymore. It's a massive, multi-platform revenue engine that generates upwards of $60 million in revenue annually as of 2026.
The Move to Chicago and the New Fox Deal
The biggest news recently? Colin isn't just a California guy anymore. In early 2025, Cowherd signed a major three-year contract extension to stay with Fox Sports and FS1. The twist was that he decided to move his base to Chicago.
He’s splitting his time now. Some weeks he’s in the LA studio, and other weeks he’s broadcasting from a new setup in the Midwest. This wasn’t just a lifestyle choice—though he’s mentioned liking the change of pace—it was a strategic move to be closer to the Big Ten footprint. Since Fox owns a huge chunk of Big Ten rights, having their flagship personality sitting in the heart of that territory just makes sense.
It’s about proximity.
He’s often said that people in the middle of the country are the ones who actually drive the ratings. By moving "The Herd" to Chicago, he’s basically planting a flag in the ground for Fox’s biggest college sports investments.
Why the ratings stay high
You might see people on Twitter (or X, whatever) complaining that he repeats himself. They say he talks about the same five teams: the Cowboys, the Lakers, the 49ers, Duke, and Notre Dame.
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And you know what? He’d be the first to tell you they're right.
Cowherd is obsessed with "minute-by-minute" ratings. He’s gone on record saying that if he talks about hockey for 30 minutes, his audience vanishes. So he doesn't do it. He talks about the "big brands" because that is what people actually watch. It’s a retail mindset applied to sports talk.
His FS1 show consistently pulls in roughly 130,000 to 160,000 linear viewers daily, which doesn't sound like a Super Bowl number, but in the world of mid-day cable, it’s a gold mine. When you add in the millions of social media views and the massive podcast downloads, you start to see why Fox was so desperate to keep him away from the open market.
The Business of Being Colin Cowherd
Most sports anchors are just employees. They show up, read the prompter, and go home. Colin Cowherd on Fox Sports is a different animal because he’s essentially a partner in his own distribution.
The Volume: A Digital Empire
In 2021, he launched The Volume, his own podcast network. It started small. Now? It’s a monster.
He’s recruited huge names like Draymond Green, Richard Sherman, and Nick Wright. He even recently signed a multimillion-dollar partnership with Hard Rock Bet, replacing his previous deal with DraftKings.
He’s basically running two full-time jobs.
- 12:00 PM - 3:00 PM ET: Hosting "The Herd" on FS1 and Fox Sports Radio.
- The rest of the day: Managing a network of 20+ podcasts and digital shows.
He has a rule: morning is for Fox. Once he gets off the air at noon Pacific, his first call is to Logan Swaim, his head of content at The Volume. This "half-and-half" split is how he manages to be a network star and a media mogul at the same time. He’s mentioned that the goal is to hit $100 million in annual revenue for The Volume soon.
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What Most People Get Wrong About His "Takes"
People love to catch him being wrong. There are entire social media accounts dedicated to "Colin Right vs. Colin Wrong." But here’s the secret: he doesn't care if he's wrong about a game score.
He’s a "30,000-foot view" guy.
He uses sports as a vehicle to talk about broader life stuff—leadership, psychology, business, and even marriage. That’s why his show resonates with people who aren't even hardcore sports fans. He’s selling a philosophy.
When he talks about a quarterback who "looks like a franchise guy," he’s usually looking at their body language or how they handle a press conference, not just their completion percentage. It’s "armchair psychology," and it works because it’s entertaining. It’s not a data-heavy nerd-fest. It’s a conversation.
The "Blazing 5" and Predictability
The show has a rhythm. You have the "Herd Hierarchy" on Tuesdays. You have the "Blazing 5" on Fridays, where he picks five NFL games against the spread.
He’s actually remarkably good at it—PunditTracker once rated him as the best pundit in the business for his predictions.
But even when he’s cold, the segment works because it’s a ritual. People like rituals. They like knowing that at 2:45 PM on a Friday, they’re going to get his picks.
Nuance and the Critics
It hasn’t all been smooth sailing. His exit from ESPN in 2015 was messy, fueled by controversial comments about baseball players from the Dominican Republic. He’s had to rebuild his reputation to an extent, moving away from "shock jock" territory into a more polished, "elder statesman" role.
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Some critics say the show has become too predictable. They claim he "mails it in" by sticking to the same scripts.
But look at the landscape. Skip Bayless is gone from FS1. Shannon Sharpe moved to ESPN. The "Embrace Debate" era is fracturing. Meanwhile, Cowherd just keeps doing his three-hour monologue. He doesn't even take callers. He says callers "lower the IQ of the show."
It’s arrogant? Maybe.
Is it effective? Absolutely.
Actionable Insights for the Modern Fan
If you're trying to keep up with Colin Cowherd on Fox Sports or just want to understand how the sports media world is changing, here is what you should actually pay attention to:
- Follow the "Volume" YouTube channel: That’s where the raw, unedited reactions happen. If a big trade breaks at 9:00 PM, Colin will literally pull his car over and film a three-minute reaction on his phone. That's where the real "uncut" Colin is.
- Check the "Herd Hierarchy": If you want to see which teams the Vegas sharps are actually looking at, his Tuesday rankings are usually a decent reflection of the betting market, not just his personal opinion.
- Watch the transition to Chicago: Keep an eye on the guests. You’re going to see a lot more Big Ten coaches and Midwest-centric personalities on the show as he settles into the Chicago studio.
- Listen to the "Colin Cowherd Podcast": This is where he does his deep-dive interviews. He’s a much better interviewer when he’s not constrained by the 8-minute TV segments. His recent talk with Nick Khan (the WWE President) is a masterclass in business broadcasting.
At the end of the day, Colin Cowherd is a survivor. He’s recently been inducted into the Radio Hall of Fame (Class of 2025), which is basically the "lifetime achievement" award for what he does. He’s no longer just a guy on the radio; he’s the blueprint for how a modern media personality stays rich and relevant in a world where everyone has a microphone.
Whether you love his analogies or think he’s a "blowhard," you can’t argue with the scoreboard. He’s still the first guy Fox calls when they need to anchor a afternoon lineup, and that doesn't look like it’s changing anytime soon.