""I look at us as - for lack of a better comparison - we're a club, and you want to be part of that club,""
""You want to be able to go to these shows, you want to be able to hear these shows, and you have to be a subscriber,""
""TV gives us reach. Social gives us conversation. SiriusXM's Small Stage Series gives us intimacy,""
SiriusXM reported 33 million paid subscribers in the second quarter of 2025 versus Spotify's 276 million. The company differentiates through the Small Stage Series, bringing stadium-level acts to intimate venues with crowds in the hundreds. Events aim to create a super-fan atmosphere, offer exclusive merchandise, and are recorded and shared on SiriusXM. Brand sponsorships are sold around these events to encourage higher ad spend beyond traditional audio advertising. Examples include performances by Metallica, Ed Sheeran, Lainey Wilson, and Kelsea Ballerini at small venues in major U.S. cities. The strategy seeks to bolster subscription value as traditional radio declines and streaming competition intensifies.
Read at Axios
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