99% Invisible
2021
Why
Sirius XM Holdings Inc. acquired 99% Invisible in 2021.
Sirius XM Holdings Inc.
Satellite Radio and Audio EntertainmentFounded 2008- HQ today: New York, New York
Reviewed by Swet Parvadiya
Company data updated: October 2026
Acquisitions
SiriusXM Acquisitions
4
Major Deals Covered
$3.5B
Disclosed Deal Value
What are SiriusXM's biggest acquisitions?
SiriusXM's largest disclosed acquisition here is Pandora Media for $3.5B in 2019. This page covers 4 major deals from 2008 to 2021, each with its price where disclosed and the reason behind it.
- Major deals covered
- 4
- Largest deal
- Pandora Media ($3.5B)
- First deal
- 2008
- Most recent
- 2021
| Company | Year | Price | Purpose |
|---|---|---|---|
| XM Satellite Radio | 2008 | Undisclosed | All-stock merger of the two U.S. satellite radio operators, approved by the DOJ and FCC in July 2008, to combine subscriber bases and cut duplicate costs. |
| Pandora Media | 2019 | $3.5B | All-stock acquisition, closed in February 2019, to add a large ad-supported streaming audience and digital advertising capabilities. |
| Stitcher | 2020 | Undisclosed | Bought from E.W. Scripps to expand its podcast network and podcast advertising sales. |
| 99% Invisible | 2021 | Undisclosed | Sirius XM Holdings Inc. acquired 99% Invisible in 2021. |
- What companies has SiriusXM bought?
- Major acquisitions by SiriusXM documented here include Pandora Media (2019), 99% Invisible (2021), Stitcher (2020) and XM Satellite Radio (2008).
- What is SiriusXM's most recent acquisition?
- The most recent SiriusXM acquisition documented here is 99% Invisible, in 2021.
Stitcher
2020
Why
Bought from E.W. Scripps to expand its podcast network and podcast advertising sales.
Pandora Media
2019
$3.5B
Why
All-stock acquisition, closed in February 2019, to add a large ad-supported streaming audience and digital advertising capabilities.
Impact
Pandora now anchors SiriusXM's Pandora and Off-platform segment.
Outcome
Gave SiriusXM a major presence in ad-supported digital audio.
XM Satellite Radio
2008
Why
All-stock merger of the two U.S. satellite radio operators, approved by the DOJ and FCC in July 2008, to combine subscriber bases and cut duplicate costs.
Impact
Created Sirius XM Radio as the single U.S. satellite radio provider.
Outcome
The merged company became the basis of today's SiriusXM.
Sirius XM Holdings Inc.'s Growth & Acquisition Strategy
SiriusXM's strategy under Jennifer Witz is to win more value from the car while growing digital audio. It is rolling out its 360L platform, which combines satellite and streaming in the dashboard, cutting back heavy discounting, adding sports programming, and expanding its podcast slate and ad sales across SiriusXM, Pandora and third-party publishers. It also aims to reduce debt using free cash flow.
How Sirius XM Holdings Inc. Makes Money
SiriusXM makes money in two segments. The SiriusXM segment, its largest, sells monthly satellite and streaming subscriptions, mostly to drivers who first meet the service through a trial on a factory-installed radio, and also earns advertising and equipment revenue. The Pandora and Off-platform segment earns mainly advertising revenue from Pandora's free tier and from podcasts sold through SiriusXM Media and the AdsWizz ad-tech platform, plus Pandora Plus and Premium subscriptions. Subscriber ARPU was $15.32 in Q2 2026.
SiriusXM Acquisitions FAQ
What was the landmark acquisition of Pandora Media in 2019?
In February 2019, SiriusXM acquired music streaming pioneer Pandora Media for $3.5 billion in an all-stock transaction, creating the world's largest digital audio entertainment company by combining satellite car subscriptions with Pandora's 60M+ ad-supported streaming listeners.
What was the historic $13 billion merger between Sirius and XM in 2008?
In July 2008, Sirius and XM completed a $13 billion merger of equals, ending years of ruinous bidding wars for satellites, carmakers, and celebrity talent and unifying the North American satellite radio industry under one corporate roof.
What was the acquisition of Stitcher in 2020?
In October 2020, SiriusXM acquired podcast network and listening platform Stitcher from E.W. Scripps for $325 million, absorbing popular shows (Freakonomics, Conan O'Brien, Oprah's SuperSoul Conversations) and establishing major podcast advertising scale.
How did the acquisition of AdsWizz in 2018 strengthen SiriusXM's advertising business?
In May 2018, Pandora (later acquired by SiriusXM) bought digital audio advertising technology leader AdsWizz for $145 million, providing proprietary dynamic ad insertion, programmatic ad buying, and audio marketplace software.
What was the acquisition of Team Coco in 2022?
In May 2022, SiriusXM acquired Conan O'Brien's comedy podcast and digital media company Team Coco for $150 million, securing the hit podcast Conan O'Brien Needs a Friend, a multi-year talent agreement, and an exclusive 24/7 Team Coco comedy radio channel.
What was the blockbuster SmartLess podcast agreement in 2024?
In early 2024, SiriusXM signed a massive three-year, $100+ million distribution and advertising agreement with the hit podcast SmartLess (hosted by Jason Bateman, Will Arnett, and Sean Hayes), winning exclusive ad sales rights and early listening windows.
What was the Call Her Daddy podcast licensing deal in 2024?
In August 2024, SiriusXM signed a monumental three-year, $125 million distribution and ad-sales agreement with Alex Cooper's Unwell Network and hit podcast Call Her Daddy, poaching the show from Spotify for exclusive advertising monetization.
What was the acquisition of Agero's Connected Vehicle Services in 2013?
In November 2013, SiriusXM acquired the connected vehicle business of Agero for $530 million, expanding beyond entertainment into telematics, automatic crash notification, emergency roadside assistance, and stolen vehicle recovery.
What was the acquisition of Simplecast in 2020?
In June 2020, SiriusXM acquired podcast management and analytics platform Simplecast, providing independent podcasters and enterprise publishers with hosting, monetization, and audience measurement tools.
What was the acquisition of Roman Mars's 99% Invisible?
In April 2021, SiriusXM's Stitcher subsidiary acquired Roman Mars's acclaimed design and architecture podcast 99% Invisible and its production company, integrating its influential listener base into the SiriusXM podcast network.
What is SiriusXM's strategy regarding podcast talent acquisitions?
Rather than buying production studios at peak valuations, SiriusXM focuses on multi-year distribution and advertising monetization rights, leveraging SiriusXM Media and AdsWizz to maximize programmatic ad revenue.
How did the Liberty Media tracking stock transaction complete SiriusXM's corporate consolidation?
In September 2024, SiriusXM completed a transaction with Liberty Media that merged the Liberty SiriusXM tracking stock group into Sirius XM Holdings, retiring dual-class tracking shares and creating an independent, unified public company.
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