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The Sirius XM (NSDQ: SIRI) subscription turnaround continues. The satellite radio company reported its highest subscription numbers yet: 19,527,448 subs. That’s more than 1.1 million net new subs since June 30, 2009. For some sense of how big the shift was:
— in the first half of this year, Sirius added 754,690 net subs compared with a loss of 590,421 in the same 2009 period.
— Sirius added 583,249 net subs in Q210, compared to a loss of 185,999 in Q209.
The Q2 uptick was aided by improvements in churn, fewer deactivations, and the conversion of trial subs to what Sirius calls “self pay.” With the news, the company again upped its guidance for 2010 subscriptions, saying it expects to end 2010 with 1.1 million net adds. That’s more than double the initial guidance for the year and a change from May, when Sirius upped that to 750,000 net adds. More details in the release.
After some glitches my household wound up being one of those net adds as a conversion from trial to pay — but it was at a substantial discount for Sirius and after deactivating, We finally got a call from someone who was able to offer the package mix we wanted with the “best” of XM, instead of the lowest-priced package Sirius offered in previous calls as the only option. What we don’t know is how many of these new subs are on at similar deep discounts.