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SiriusXM has a new app, a new logo, and new audience to conquer

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SiriusXM debuted a new app and logo. The app integrates Pandora, podcast offerings like Conan and Stitcher, and traditional satellite radio. It’ll work on mobile and connect to the car.

SiriusXM debuted a revamped version of its app on Wednesday, designed to integrate the company’s three business: its flagship satellite service SiriusXM, the music streamer Pandora, and its growing network of podcasts. The app will launch on mobile on December 14th, then start coming to cars next year. As younger audiences have moved away from traditional and satellite radio, SiriusXM has worked to build up its offerings beyond its flagship service.

The partnership is expected to launch in early 2024. Finding a way to consolidate its disparate audiences is existential for SiriusXM. The company reported last week that it lost 94,000 satellite subscribers and 112,000 Pandora subscribers in the past quarter, following even steeper losses earlier in the year. Podcasting, meanwhile, grew 28 percent year over year, but the primarily ad-based business is much lower margin than the subscription-based models.

 

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