US pay-radio operator SiriusXM has laid off more staff. This follows on from around 100 jobs in January.

The broadcaster is said to be at something of a crossroads as it refocuses its efforts on in-vehicle users and advertising-supported listening believed to be the company’s ‘free access’ plan.

SiriusXM was spun off from its Liberty Media owned in September 2024, but revenues are down and subscribers are churning out (down a net 296,000 in 2024). The company ended the year with 33 million subscribers.

SiriusXM CFO Tom Barry, talking at the Deutsche Bank Media conference on March 11th, told delegates that ad-supported was now an important theme.

“In having an ad-supported tier, it gives us a place where we can market to these individuals. We can bring them up to a higher price point as they appreciate and they increase their engagement in the product,” Barry said.

But he also told the meeting that he was concerned about the fall-off in advertising. “Right now, we’re a little concerned,” admitted Barry. Advertising brought in 20 per cent of SiriusXM’s revenue last year, and such a dramatic dip signals potential trouble for the company’s ad sales.

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Tags: radio, siriusXM