Siriusxm Holdings Inc. · NASDAQ:SIRI
Siriusxm — SiriusXM Announces "SiriusXM Sports Pass," A New All-in-One Audio Subscription for Sports Fans
41 slides from Siriusxm's investor presentation, Jul 29, 2026
Slide 1: Sports Audio Report
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Slide 2: Webinar Overview
Sports Audio Report Webinar Overview Sports Fandom Sports Audio Sports Audio Advertising CReaison | Siriusxm group”
Slide 3: Coming Soon: Sports Audio Report: Female Fans
Sports Audio Report Coming Soon Sports Audio Report: Female Fans CRedison | Sirtusxm = Group”
Slide 4: Survey Methodology
Sports Audio Report Survey Methodology 3,534 total online interviews National sample of persons age 13+ Interviews conducted Q4 2023 All respondents marked themselves as a 4 or higher on a 10-point scale, where 1 is “not a sports fan at all” and 10 is a “super sports fan” 66% of those 13+ qualified
Slide 5: Fandom
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Slide 6: Estimated million Americans
Estimated 186 million Americans Sports Audio Report
Slide 7: n | Sirlusxm ori
n | Sirlusxm ori 7 Sports Audio Report i edisot Free group
Slide 8: Fans use sports to be a part of something bigger
Fans use sports to be a part of something bigger = 20200 00008 @eeee@ “Following a sports team or athlete - 20000 000000888 gives you a sense of community 2000000000 000e®e Oo -=©20200 800808 @eeee@ Oo -©2©200 0008 @eeee@ ee Peace rien ks OOOO CCCCcccc---- @@e@eeeeeeeeeeeecses 64% @@@eOeSeeeeeeeecr-
Slide 9: Intrigued by what occurs in athletes' lives, young sports fans go beyond the field
Intrigued by what occursin -°°*°****eeee0e0@@®@ athletes’ lives, young sports °“°°*°**°°°e9ee2ee@®@ fans go beyond the field PE Td tod od od hg “You closely follow the personal lives of "1 ss eee 0 ee 00088 e athletes you like, beyond their sports careers” - 5 © © © © @©e@ ee OO ee @ ®@ % agreeing 5
Slide 10: American football, basketball, baseball, hockey, and soccer are the most-followed sports
American football, basketball, baseball, hockey, and soccer are the most-followed sports “How much of a fan are you of [sport/league]? Big fan; you follow it closely, a fan, but you don't follow it closely, not a fan of it?” NFL College football NBA MLB College basketball NHL Soccer Boxing UFC/MMA W
Slide 11: Women's sports are on the rise
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Slide 12: Casual Spectators, Enthusiastic Sports Fans, Die-Hard Fans
Casual Spectators Enthusiastic Sports Fans Die-Hard Fans 5 m . edison fehexm group Sports Audio Report
Slide 13: Fandom
Sports Fandom Casual Spectators: “4-7” on a 10-point scale of sports fandom Enthusiastic Sports Fans: “8” or “9” on a 10-point scale Die-Hard Sports Fans: “10” on a 10-point scale Casual Spectators 31% Enthusiastic Sports Fans 20% Non-Sports Fans ‘ o, Die-Hard Shh Sports Fans 15% Clecison | Pri grou
Slide 14: Audio
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Slide 15: Audio plays an integral role in sports fandom
Sports audio plays 22 PRE an integral role in “7 ss ee 00000608808 Sports fandom - + + 2 eee 000000 ee®@ ee ee ee ee ee ee ee oe Oe oO “2s eevee eee@ee@ 4% “Frequently” or “occasionally” listened to sports content in the last year through AM/FM radio, podcasts, or SirilusXM (89% watched sports conte
Slide 16: Three major platforms make up the ad-supported sports audio landscape
Three major platforms make up the ad-supported sports audio landscape “In the last year, how often did you listen to sports content through...?” eeeeOewé [LT ° 52% AM/FM radio (over-the-air or online) Online streams of AM/FM radio Podcasts Base: Sports fans % “frequently” or “occasionally” in last y
Slide 17: Audio Listeners are Bigger Sports Fans
Sports Audio Listeners are Bigger Sports Fans Casual Spectators: “4-7” on a 10-point scale of sports fandom Enthusiastic Sports Fans: “8” or “9” on a 10-point scale Die-Hard Sports Fans: “10” on a 10-point scale Casual Spectators Enthusiastic Sports Fans Die-Hard Sports Fans Sports fans Sports Video
Slide 18: Fans seek community in sports and that sentiment drives their listening to sports audio
Fans seek community in sports and that : sentiment drives their listening to sports audio +2000 00000008008 oO = 220202008 e@eeeee8e -°© 20200000080 @ee8e8@ Oo “-0e®e ee @@e@e@@ @ t ) eee00e8@ © Sports Audio Listeners © 5-1) © sports audio to be a part of a “27 ee @ @ @ @ @ eeee00e8@ community of fa
Slide 19: Community means more exposure to your audio content
Community means more exposure to your audio content “Think of all the times you listen to sports content through audio sources. How often do you listen with other people?” All of Most of Some of None of the time the time the time the time Sports AM/FM Radio Listeners Sports Podcast Listeners SiriusX
Slide 20: Average daily time spent listening to audio
id) hid ot a On average, Americans 13+ spend On average, sports listeners spend 4 hours 11 minutes 6 hours 26 minutes per day listening to audio per day listening to audio Edison Research Share of Ear ® Q4 2022; Q1 — Q3 2023 CRecison | Media group™ Sports Audio Report
Slide 21: Share of Time Spent Listening to Audio
Share of Time Spent Listening to H U.S. Population 13+ edison AM/FM Radio includes over the air and radio streams AM/FM Radio SiriusXM Others 2018 Q3 2023 Edison Research Share of Ear ® Q4 2022; Q1 — Q3 2023 i ‘SiriusXM mm edison | Seda group! Sports Audio Report
Slide 22: Share of Time Spent Listening to Sports Audio
Share of Time Spent Listening to Sports H U.S. Population 13+ edison AMIFM Radio includes over the air and radio streams share of ear AM/FM Radio Podcasts SiriusXM Others Total Age 13-34 Age 35-54 Age 55+ Edison Research Share of Ear ® Q4 2022; Q1 — Q3 2023 i m7 CReaison Sirlusxm = Qroup' Sports Aud
Slide 23: Audio listeners, especially podcast consumers, seek new perspectives in sports audio
Sports Audio Listeners, ee eee ee ee ee Oe Oe ) especially podcast a ee ee ee er rh consumers, seek new aaa a a a a i ee perspectives in sports audio leis iets 1s101616 1016 6 Labo aonapelpeeta patente + see cccceeeee Sports Audio Listeners Sports Podcast Listeners 9% 4% Base: Sports fans
Slide 24: Podcasting allows for refreshing perspectives
“i Podcasting tm Rie: we: rr allows for . ‘ = = refreshing : & 5 perspectives SAeriES Checison Sirlusxm group” Sports Audio Report
Slide 25: Medison | Sirlusxm group”
#10 Medison | Sirlusxm group” Sports Audio Report
Slide 26: Opportunity awaits to supply listeners with more perspectives
Opportunity awaits to supply listeners with more perspectives ee ee ee ee Oe oe oO Oe 6 ee O “2s ce eevee ee@e@eee@ @ @ rd] @ Oo “52002000 00880808 O68 ~ Sports Audio Listeners ee ee ee eee ee Oe “there aren't enough audio programs . ay ecee e e & B @ e r ) @ & that cover the sports they like/follow
Slide 27: Sports Audio Advertising
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Slide 28: Audio advertising mobilizes fans
Sports audio advertising mobilizes fans “After hearing an advertisement on a sports podcast or sports audio program, have you ever...?” Gathered more information 63 about a company or product Recommended a product to a 57 friend or family member 7 8 of said yes to at least Purchased a product or ser
Slide 29: Ads featuring athletes reach a more receptive audience from Sports Audio Listeners
Ads featuring athletes reach a more receptive audience from Sports Audio Listeners “You like seeing or hearing your favorite athlete in advertisements” Sports fans Sports video viewers Sports AM/FM radio listeners Sports podcast listeners SiriusXM sports listeners. % agreeing Sports Audio Report
Slide 30: Athlete endorsements are more efficient through sports audio than sports video
Athlete endorsements are more efficient through sports audio than sports video Agree/Disagree: “You're more likely to buy a product/service if it were advertised by an athlete you like/follow” Sports fans Sports video viewers Sports AM/FM radio listeners Sports podcast listeners SiriusXM sports list
Slide 31: Audio endorsements by sports commentators resemble the trust for athlete endorsements
Audio endorsements by sports commentators resembles the level of trust for athlete audio endorsements st 64% Cm ) t ) ® & @ @ @ a © Sports Audio Listeners (> 03) e e ® ® e e@ r ) @ & used by announcers or commentators they like/follow 67% @®eeeeege+rss. @eeee#eges @eeeeeegeses. _ Sports Audio Listen
Slide 32: Sports Audio Listeners spend a significant amount of money on sports merchandise
: : “7220200808800 8600080 Sports Audio Listeners spend a eee eee ee significant amount of money on "see 0000000008 sports merchandise EEN MN -©2©20e0 000 eeee@ Sports audio listeners Sports podcast listeners spend an average of spend an average of $262 $321 on sports/team/athlete memorabilia or mer
Slide 33: Sports Audio Listeners boast higher employment and household income rates
Sports Video Viewers Sports Audio Listeners boast higher employment and household income rates than Employed full or part time 52% 62% Sports Video Sports AM/FM Viewers Radio Listeners % 69% 69% 0 Sports Podcast SiriusXM Sports Listeners Listeners Base: Sports fans
Slide 34: Sports Audio Listeners boast higher employment and household income rates
Sports Video Viewers Sports Audio Listeners boast higher employment and household income rates than Employed full or part time College Degree tH) (1) 0 i) 52% 62% 45% 48% Sports Video Sports AM/FM Sports Video Sports AM/FM. Viewers Radio Listeners Viewers Radio Listeners oO i) (1) 0 69% 69% 51% 54%
Slide 35: Sports Audio Listeners boast higher employment and household income rates
Sports Video Viewers Sports Audio Listeners boast higher employment and household income rates than Employed full or part time College Degree Annual HHI $100K + 0 0 oO i) c) i) 52% 62% 45% 48% 27% 29% Sports Video Sports AM/FM Sports Video Sports AM/FM Sports Video Sports AM/FM Viewers Radio Listene
Slide 36: Audio Listeners are more involved in fantasy sports and online sportsbook gambling
Sports Audio Listeners are more involved in fantasy sports and online sportsbook gambling Base: Sports fans Participate in Fantasy Sports (Base: Age 18+) 21% Sports Video Viewers 41% Sports Podcast Listeners 31% Sports AM/FM Radio Listeners 42% SiriusXM Sports Listeners
Slide 37: Audio Listeners are more involved in fantasy sports and online sportsbook gambling
Sports Audio Listeners are more involved in fantasy sports and online sportsbook gambling Sports Podcast SiriusXM Sports Listeners Listeners Participate in Fantasy Sports (Base: Age 18+) | / 21% 31% Sports Video Sports AM/FM Viewers Radio Listeners 41% 42% Base: Sports fans Online sportsbooks bettor
Slide 38: Host Takeaways
Host Takeaways Don’t sleep on sports audio Complement sports video with audio Sports is more than just a game Sports Audio Report
Slide 39: edison | Sirusxm group
23% 26% edison | Sirusxm group
Slide 40: ecee0ce@ @ ©
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Slide 41: Sports Audio Report: Female Fans
Sports Audio Report: Female Fans