Report: More Layoffs Being Made At SiriusXM

SiriusXM Radio reportedly implemented a round of layoffs on Monday, March 10, 2025. According to Adweek, the layoffs primarily affected the operations department, with a particular focus on the product and technology group. The exact number of employees impacted has not been officially disclosed by the company at this time, leaving the scale of the cuts unclear. However, this move aligns with SiriusXM’s ongoing efforts to adjust its organizational structure amid shifting business priorities.

The latest wave of layoffs occurred approximately one week following the appointment of Scott Walker as the company's new chief advertising revenue officer, succeeding John Trimble, who is retiring after a 16-year tenure with the organization.

Walker steps into this position at a pivotal moment for SiriusXM. The company became independent from its former parent, Liberty Media, in September. Last year, its revenues declined by 3%, totaling around $8.7 billion. Advertising accounted for approximately 20% of that figure—about $1.8 billion—while the majority of its income was derived from its subscription service.

This isn’t the first time SiriusXM has reduced its workforce in recent years. For context, the company has undergone multiple rounds of layoffs:

• In March 2023, SiriusXM laid off 475 employees, approximately 8% of its workforce, citing economic uncertainty and the need for a more efficient structure.
• In February 2024, another round saw about 160 employees let go, roughly 3% of its staff, as part of a push to become "more efficient, agile, and flexible," according to CEO Jennifer Witz.

The layoffs announced Monday appear to reflect a “new strategic focus,” as mentioned in X posts, possibly tied to investments in technology, content, or other operational shifts. SiriusXM has been evolving its business model in recent years, moving beyond traditional satellite radio to emphasize streaming services, podcasts, and a revamped app experience. These changes have included high-profile acquisitions like Stitcher (2020), Team Coco (2022), and a $100 million deal with SmartLess Media in 2024, alongside efforts to modernize its platform for digital and in-car dashboards.

There hasn't been any official statement from SiriusXM has been widely cited yet—the pattern suggests a continuation of cost-cutting or resource reallocation.