In December SiriusXM has launched a new Companion plan that lets eligible full-price subscribers share streaming access with another household member, providing each with their own personalized library and recommendations on the SiriusXM app.
The feature represents a key shift in the company's strategy. Rather than depending primarily on new vehicle installations for growth, SiriusXM is prioritizing higher engagement across multiple devices and locations. This approach ties subscriptions more closely to individual users than to specific vehicles, adapting to a streaming-dominated listening environment.
SiriusXM CEO Jennifer Witz highlighted the plan's role in the company's broader efforts to boost retention and value for existing customers.
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| Jennifer Wirtz |
Supporting this momentum, SiriusXM reported self-pay monthly churn dropped to 1.5% in 2025—one of the company's lowest levels ever—even amid a price increase. This improvement underscores how added benefits like Companion are helping retain subscribers.
While aggressive marketing of the Companion plan to attract entirely new customers has not yet begun, Witz indicated potential for future expansion.
"Right now, it's an added value to current subscribers," she explained. "There are probably opportunities going forward to market that as a family plan as well."
The initiative fits into SiriusXM's ongoing experimentation with pricing and packaging. The company has rolled out several new subscription tiers in recent years, with more options likely ahead. "We've had a lot of success with what we've introduced over the last couple of years," Witz noted, as SiriusXM continues evolving its historically vehicle-focused model into one that supports flexible, multi-device access for listeners.