Sirius XM Partners With TikTok

SiriusXM and TikTok just announced that they will be partnering on multiple new audio initiatives to reach teens -- this includes the new TikTok Radio.

SiriusXM announced on May 24th that they will be introducing a new station called TikTok Radio. The goal with this station is to replicate what is is like to flip through TikTok’s “For You” page. This will bring the trending sounds on TikTok to the SiriusXM app and other connected devices. 

Pandora, which is owned by SiriusXM, will be getting a new series called ‘TikTok Tastemakers’. This will feature popular TikTok creators such as Bella Poarch hosting and curating their own playlists. They will also be promoting these shows via their TikTok accounts. 

Due to heavy competition in the streaming industry, Pandora has lost nearly a third of their users in the past 7 years. 

“We recognize that the losses in the listeners are not where we want to be, and we’re extremely focused on that,” Jennifer Witz, CEO of SiriusXM, told investors during its Q1 2021 earnings call. “We have a number of initiatives in place to deliver more and better content, more relevant recommendations, and improving the Pandora digital experience in the apps.”