Sirius SWOT Analysis, USP & Competitors

Sirius

Parent Company

Sirius XM Holdings

Category

Satellite radio

Sector

Media

Tagline/ Slogan

The best Radio on Radio

USP

Wide variety of genres, 24 hours, commercial-free and uncensored

STP

Segment

Music, sports, news and entertainment radio audience

Target Group

Premium customers who can subscribe to its channels

Positioning

As a premium pay-for-service radio

SWOT Analysis

Strengths

1. It holds the title of world’s largest radio broadcaster by revenue and is one of the largest pure-play audio entertainment companies

2. Second largest media company in the US by number of paid customers, 22.3 million

3. It has monopoly over the premium Radio channel space in US
4. Sirius offers multi-channel access to its premium radio service through hardware, internet and mobile

5. Operates in US and Canada employing approx. 1500 people

6. Its operations have led to increasing profits and margins reflecting the efficient management and sound decision making of Sirius Radio

Weaknesses

1. Much of its revenue is dependent on the automakers as they provide bundled service of Sirius in their new or leased cars
2. Even after merger Sirius and XM still operate separately leading to confusion amongst the consumers
3. Cost cutting in advertising after merger of Sirius and XM

Opportunities

1. Rapid expansion and positive outlook for digital radio services in the US
2. It has in recent times been offering exclusive programs for Hispanic population who form a substantial part of the population
3. Increase in Spanish radio channel offerings will help in attracting and consolidating existing market for Hispanic population

Threats

1. Intense competition from rivals’ especially online radio channels like Pandora
2. Cases of piracy and copyright issues from the music industry are high
3. Regulatory troubles and changes in US communication policy could adversely impact the company’s services and its financial condition

Competition

Competitors

1. Pandora Inc. 
2. ClearChannel Inc. 
3. Westwood One, Inc.