SiriusXM is still widely seen as just internet radio: a limiting streaming service where you can’t always play what you want. Gen Z rarely uses it, even though the brand wants to target a younger audience.

People are loyal to content that feels curated for them, like it comes from a trusted friend. What sets SiriusXM apart is its human touch: expert hosts, unique shows, and rich audio experiences beyond music.

Reposition SiriusXM as the ultimate auditory curator that takes listeners on a journey. From music to news, sports, and comedy, every moment is designed to feel expertly guided. By leaning into the brand’s history as the car radio companion and using map/voyage imagery, the campaign turns everyday listening into an immersive exploration and discovery you can trust.