SiriusXM is charging into 2026 with a major leadership shake-up, aggressive financial goals, and a bold new push to win back car listeners — all as the company navigates a rapidly changing audio landscape.
Zac Coughlin Steps In as New CFO
Starting January 1, 2026, Zac Coughlin will take the reins as SiriusXM’s Chief Financial Officer, replacing Tom Barry. Coughlin brings more than three decades of global finance experience, having previously served as CFO at PVH Corp. and holding senior roles at LVMH, Nike’s Converse, and Ford Motor Company. His appointment signals a renewed focus on cost control, profitability, and shareholder returns as SiriusXM looks to strengthen its position in the competitive audio market.
SiriusXM’s 2025 Financial Targets and Beyond
The company has reaffirmed its full-year 2025 guidance, projecting
$8.5 billion in revenue,
$2.6 billion in adjusted EBITDA, and
$1.15 billion in free cash flow. SiriusXM aims to boost its free cash flow to
$1.5 billion by 2027, while trimming
$700 million in debt and maintaining a quarterly dividend of
$0.27 per share. These targets come as SiriusXM continues to achieve significant cost savings, with about
$350 million saved between 2023 and 2024 and another
$200 million in annualized savings targeted by the end of 2025.
Doubling Down on In-Car Subscriptions and Podcasts
SiriusXM is doubling down on its most profitable segment: in-car subscriptions. Roughly
90% of its subscribers access the service through embedded car systems, and the company plans to expand this footprint with new pricing tiers and hybrid in-car technologies like 360L radios. The launch of “SiriusXM Play,” a low-cost, ad-supported in-car plan priced under
$7 per month, is part of this strategy to attract new listeners and re-engage lapsed users.
The company is also expanding its podcast and advertising footprint, recently inking an exclusive deal with popular YouTube storyteller MrBallen. SiriusXM’s podcast network continues to grow, with original, exclusive, and binge-worthy content across a wide range of genres, from true crime to comedy and lifestyle.
“Listen Free” In-Car Event
From November 20 to December 1, 2025, SiriusXM is running a “Listen Free” promotional event, temporarily unlocking inactive car radios nationwide. This initiative is designed to introduce new listeners to the service and re-engage those who may have let their subscriptions lapse.
What This Means for Investors and Listeners
For investors, Coughlin’s appointment and the company’s financial targets signal a renewed focus on cash flow, cost control, and shareholder returns. For listeners, the leadership change coincides with enhanced in-car features, improved app integration, and a stronger emphasis on live content, including sports, talk, and podcasts. Apple recently recognized SiriusXM as the world’s No. 1 podcast channel, highlighting the company’s growing influence in digital audio.
Privacy Concerns in Connected Cars
As SiriusXM expands its in-car presence, privacy concerns remain a hot topic. A recent Mozilla Foundation report highlighted that car companies, including those partnering with SiriusXM, collect and share vast amounts of user data, often with minimal barriers for government or law enforcement access. This has raised alarms among privacy advocates, who warn that the ways car companies handle user data are “beyond creepy” and could cause real harm.
Looking Ahead
Coughlin’s challenge will be to sustain profitability while adapting SiriusXM’s model for a rapidly changing audio landscape — ensuring the company remains a leader in cars, on apps, and across its expanding podcast network. With bold financial targets, a new CFO, and a focus on in-car growth and podcast expansion, SiriusXM is positioning itself for a strong 2026 and beyond.
Sources
1. Press Releases :: Sirius XM Holdings Inc. (SIRI)
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3. Who Is the New CFO of SiriusXM? Everything to Know ...
4. It's Official: Cars Are Terrible at Privacy and Security
5. Sirius Xm Holdings Inc. Reaffirms Earnings Guidance for ...
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7. Sirius XM reveals major leadership change for 2026
8. SiriusXM | Ford.com
9. SiriusXM Appoints Zac Coughlin as Chief Financial Officer
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