SiriusXM Names Scott Walker Chief Ad Revenue Officer

SiriusXM has named Scott Walker as its new Chief Advertising Revenue Officer, taking over from John Trimble, who is stepping down after 16 years with the company. Walker, who joined Pandora in 2008 prior to its acquisition by SiriusXM, most recently held the position of SVP at AdsWizz.

Among his first priorities, Walker will focus on enhancing the satellite broadcaster’s measurement and attribution tools.

Scott Walker

Walker said, “I’ve been part of this company for years, and what drives me is my deep appreciation for audio’s unique impact. We’ve been at the forefront of the podcasting boom, and we’re committed to further investing in this space as it evolves into a multifaceted platform.”

This commitment is reflected in SiriusXM’s $125 million deal with Alex Cooper for her Call Her Daddy podcast and Unwell Network. Under the agreement, Cooper will oversee production, development, and budgeting for both existing and upcoming shows, spotlighting influencers like Madeline Argy, Harry Jowsey, and Owen Thiele, with SiriusXM providing financial backing.

Walker’s appointment aligns with SiriusXM’s strategic pivot toward its automotive subscriber base, which makes up 90% of its customers. This shift follows a lackluster year for its streaming-centric efforts, with streaming services now reframed as “value-added benefits” for automotive subscribers, seamlessly integrated into hybrid in-car systems.

In 2024, SiriusXM ended with 33 million subscribers, gaining 149,000 self-pay subscribers in Q4 but posting a net loss of 296,000 for the year. Paid promotional subscribers dropped by 353,000, though the trial pipeline held steady at 7.3 million. The company has set a goal to cut costs by $350 million through 2024, with plans for an additional $200 million in annualized savings by 2025. It also anticipates reducing its debt by $700 million and forecasts $8.5 billion in total revenue for 2025.