The large markets will eventually belong to Sirius and Pandora, as well as other digital players with strong urban sales teams.

Pandora, for instance, currently accounts for just 2 percent of listenership in the car. But its number of active users doubled in 2014 to 9 million.

Sixty percent of all radio consumption is in the car, according to Parks Associates.

And that makes it prime real estate for all audio entertainment companies — especially those looking for growth outside the home.

From the article "More streaming, SiriusXM may mean the demise of car radios' by Richard Morgan.

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