New York-based satellite and online radio provider SiriusXM is adding an ad-supported music tier to subscription offering, with SiriusXM Play coming to market for in-car streaming at “less than $7” per month for more than 130 content channels. SiriusXM already offers talk channels with ads, and also has an existing car plan that costs $9.99 per month. A $24.98 monthly “all access” plan also includes car coverage. The Play package, which SiriusXM first began talking about in May, is now available “on a limited basis,” with additional details coming later in 2025, the streamer says.

SiriusXM “also offers an app-only version of All Access for $9.99 per month,” reports Variety. The pitch to advertisers “is that SiriusXM Play expands on the satellite and streaming audio provider’s existing talk programming ad inventory to include the ‘previously untapped opportunity’ to reach consumers within its music channels — and get in front of listeners in their automobiles.”

Unlocking a “highly passionate subscriber base in an intimate environment with few distractions: the car,” SiriusXM Play will have roughly “half the ad load of traditional AM/FM radio at launch,” meaning an ad environment with fewer interruptions, the company explains in a press release.

Noting that SiriusXM has “long been known as a commercial-free satellite provider of music, talk shows and sports,” CNBC writes it is “leaning into advertising as its business has been faced with challenges similar to other media counterparts.” Namely, the challenge to continue to drive new revenue and retain existing customers.

“As competition heats up, particularly with other audio options, SiriusXM is betting that a cheaper, ad-supported option will help convert more in-car free trial consumers to long-term customers,” CNBC reports, adding that the audio streamer “expects to make the package available to nearly 100 million vehicles by the end of 2025.”

SiriusXM Play subscribers with 360L vehicles that have built-in SiriusXM compatibility “may also have access to additional features in-car such as SiriusXM Xtra channels,” the company adds.

There is also an app for $9.99 per month that includes “access to SiriusXM’s complete catalog of live and on-demand content as well as podcasts and artist stations for consumption outside of the vehicle and wherever subscribers would like to listen,” notes Inside Radio.