SiriusXM and Pandora use data to build a single house of brands

SiriusXM, the audio-media company, is pursuing a strategy based on constructing a house of brands after buying Pandora, the streaming service.

Digital radio – think, audio feeds from live entertainment events, podcasts, and curated playlists that follow consumers wherever they go – has become a powerful out-of-home element in the consumer-engagement mix.

At SiriusXM – which logged revenues in the $2-billion range in its latest quarterly report, a 43% year-on-year increase – the potential of the burgeoning medium means putting a firmer stake in the ground as it seeks brand and consumer engagement.