SiriusXM, a brand straddling the line between legacy and future, unveiled its vision for satellite radio in a streaming world. At a star-studded New York City event featuring Howard Stern, SiriusXM showcased its past, present, and future plans for 2024 and beyond. Satellite radio, a subscription-based service offering nationwide access to music, sports, and talk radio, has historically partnered with automakers to integrate free trials into new vehicles. This strategy positioned SiriusXM in a unique space between the rise of smartphones and the emergence of streaming giants like Spotify, Apple Music, and YouTube Music. Today, SiriusXM boasts nearly 34 million subscribers.
An unreleased version of the new SiriusXM app on a Cadillac Lyric EV.A preview of the redesigned SiriusXM app integrated into a Cadillac Lyric EV.
A Human-Centric Approach to Audio
This reboot signifies more than just a cosmetic refresh. It’s a comprehensive overhaul encompassing a new look, updated app, expanded channel lineup, and a renewed focus on the human element driving its content.
SiriusXM CEO Jennifer Witz at an event in New York City.SiriusXM CEO Jennifer Witz addresses the New York City event.
“Our high-quality, premium curated radio is more relevant than ever,” stated SiriusXM CEO Jennifer Witz. “What differentiates us is our human touch—the people curating our channels, the artists, personalities, and content creators who forge deep connections with their fans.” Witz then welcomed Howard Stern, who discussed his transition to SiriusXM and the creative freedom it offered. While hinting at further announcements in 2024, Witz revealed a significant price drop for the streaming-only subscription to $10 per month. The event featured live appearances from Conan O’Brien, Kevin Hart, Shaggy, Maren Morris, Ashley Flowers, Andy Cohen, a performance by Kelly Clarkson, and recorded segments from John Mayer and James Corden, highlighting SiriusXM’s considerable influence. To compete with major streaming services, SiriusXM recognizes the need for continuous evolution.
Innovating the In-Car Listening Experience
SiriusXM CEO Jennifer Witz at a launch event for the company.SiriusXM CEO Jennifer Witz at a company launch event.
A demonstration in a Cadillac Lyriq EV showcased a new interactive SiriusXM experience built on the Android Automotive infotainment system. This integrated system, distinct from CarPlay or Android Auto, offers a sleek interface with traditional categorical browsing and now-playing screens, along with interactive polls and live sports updates. The Lyriq demo, representing a beta version, highlighted the potential of future in-car experiences rather than a definitive template. SiriusXM’s offerings may vary across manufacturers due to the lack of standardization in Android Automotive adoption. An expanded partnership with Polestar will bring the 360L platform to the Polestar 3 and other models in 2024, combining the benefits of streaming with the reliability of satellite radio. However, owners of vehicles with legacy systems shouldn’t expect immediate changes. While new content offerings will be available on older head units, the announced changes won’t impact existing systems. Beyond automotive integration, select Hilton hotels will offer SiriusXM control through the Hilton Honors app as part of their “Connected Room Experience” in 2024. Furthermore, a partnership with Audible will bring audiobooks to SiriusXM in early 2024, with potential cross-promotion on both platforms. This announcement follows Spotify’s recent launch of free audiobooks in the U.S.
A Revamped App Experience
New SiriusXM app home screen onboarding process.Onboarding process for the new SiriusXM app.
New SiriusXM app sports feed.Sports feed within the updated SiriusXM app.
New SiriusXM app home screen.Home screen of the new SiriusXM app.
The new SiriusXM app, launching on Android, iOS, and Amazon devices on December 14, is central to this reboot. It offers improved personalization, curated content, revamped playback tailored to music, talk, and sports, enhanced search functionality, better podcast integration, and an interactive onboarding experience similar to popular streaming music apps. This updated app will synchronize with the in-car listening experience in compatible vehicles. It remains to be seen how this will translate to Android Auto and CarPlay, but it is anticipated they will closely mirror the mobile app’s design.
Expanding Content Horizons
A screenshot of Howard Stern at the SiriusXM event in New York City.Howard Stern at the SiriusXM event in New York City.
SiriusXM also introduced three new music channels: Alt2K (2000s alternative rock), Flex2K (2000s hip-hop), and The Flow (2000s and 2010s R&B). These complement new channels from Shaggy, Kelly Clarkson, John Mayer, Dolly Parton, Smokey Robinson, and the podcast company Audiochuck (of Crime Junkie Podcast fame). As part of the rebrand, the SiriusXM dog mascot inherited from Sirius now has a name: Stella. Suzi Watford, SVP, Chief Growth Officer at SiriusXM, stated, “Our new brand platform, Closer, showcases the unique nature of our offering, giving true fans a space to go deeper into what they love.” Many of these changes will launch on December 14, with more to come in 2024.
