Report: SiriusXM Faces Dashboard Challenges

SiriusXM has hit on the formula for getting people — nearly 30 million of them — to pay for radio, a form of media that has always been free. But while the company likes to emphasize the awesomeness of its audio “mosaics,” there is another, more mundane, explanation for its success: cars.

In a lengthy story published Sunday, The NY Times reports SiriusXM pays about $1 billion a year in subsidies and revenue splits to automakers, and according to the company, 75 percent of all new vehicles sold in the United States come with satellite radio installed. (It works with every major carmaker.) Of the 29.6 million subscribers to SiriusXM at the end of last year, 24.2 million paid the $11 to $20 monthly fee themselves, with the rest covered through promotions by car companies.

“If I ask myself two questions every day,” James E. Meyer, SiriusXM’s chief executive, said in an interview, “the first one is, ‘What do I got to do to make sure people pay us $15?’ The second one: ‘What do I need to do to make sure that my position with the auto companies remains strong?’”

Yet cars are changing in ways that could threaten SiriusXM’s position. New technologies, loosely referred to as the connected car, are bringing the Internet to the dashboard. For drivers, that means that various new audio apps — many of them free — will soon be available at a touch. For SiriusXM, that means a lot of new competition in the car, the place where consumers listen to radio the most. This process has already begun, with Apple and Google pushing for their own car media platforms, and Mr. Meyer said that he expected the technology to be in most new cars by the end of this decade. Will listeners still fork over $15 for SiriusXM if they can just as easily tune in to Spotify, Pandora or Beats 1 from Apple?

Jim Meyer

Meyer says that SiriusXM is well positioned for the change, with plans for a new, more interactive version of its radio system, code-named SXM17, and the advantage of knowing that car companies make changes to their machines very slowly. “Even when you’re Apple,” Meyer said, “they will still live with the speed carmakers want to go.”

Phil Abram, the chief infotainment officer of General Motors, said that Pandora, as well as platforms like Apple’s CarPlay and Google’s Android Auto, have had no significant effect on how many of its customers subscribe to SiriusXM.

“People like to have a plethora of content,” Abram said. “One day you might want to listen to music on your iPhone, the next day talk radio, and the next day you want a curated set of music from a company like SiriusXM. We want to try to make it as easy as possible for our customers to enjoy whichever they want.”

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