How’s Sirius XM Winning Over Pandora With Content

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Sirius XM has invested heavily in acquiring unique and diverse content including several programs across verticals such as news, sports, music etc. This has allowed the company to acquire a large subscriber base over the years, without relying on ad supported free content as an incentive for users. At present, the company has over 30 million subscriber and it easily earns in excess of $125 per year from each one of them.

On the other hand, Pandora, which has always had a content crunch, is leagues behind its satellite radio counterpart. Pandora has traditionally offered music channels on its apps that were tailored to suit the listening habits of users. Realizing that the content on offer wasn’t extensive enough to convince users to pay for ad-free services, the Internet radio company has heavily relied on improving its monetization from advertisement, rather than trying to bolster its content to get more subscribers.

sirius content

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In this analysis, we take a look at metrics that clearly reflect Sirius XM’s supremacy over Pandora, and the major portion of this can be attributed to the former’s vast and the latter’s limited content library. Sirius XM has almost 8 times as many subscribers as Pandora does, and even the growth in subscribers for Sirius XM has been faster than its counterpart. Additionally, for its unique and diverse content, Sirius XM has been able to command higher pricing, which is almost twice as that of Pandora’s

sirius xm subscriber count

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Notes:

1) The purpose of these analyses is to help readers focus on a few important things. We hope such lean communication sparks thinking, and encourages readers to comment and ask questions on the comment section, or email content@trefis.com
2) Figures mentioned are approximate values to help our readers remember the key concepts more intuitively. For precise figures, please refer to our complete analysis for Sirius XM
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