There's More SiriusXM Listening in Newer Cars

When it comes to audio content and audio listening device, Edison Research believes there coud be a chicken-and-egg discussion – do you seek out a device to play the type of audio that you want to hear, or do you go to the most convenient device and choose from available audio? 

Whichever way those arguments shake out, we can show you that Share of Ear® confirms a link between newer car models and time spent with satellite radio.The graphic below shows the percent of daily in-car audio consumption to SiriusXM by those who primarily drive or ride in older model year cars, versus newer model year cars.

For those who primarily drive or ride in model year cars 2010 and older, 5% of their daily in-car listening time is with SiriusXM. For those who drive or ride in model year cars 2019 and newer, the listening to SiriusXM is over four times that much – 22%. The data in between, for model years 2011-2018, follows the pattern of newer models = more listening.

Newer autos have newer in-dash systems equipped with satellite receivers, and many new car acquisitions in the U.S. come with a complimentary trial of SiriusXM, so it stands to reason that SiriusXM sees bigger shares in newer vehicles. Last week we talked about the dominance of linear audio in-car, and it looks like SiriusXM is taking advantage of the linear-positive in-car audio environment.