Well, if there are any of you out there who aren't yet subscribers, hopefully you'll take another look after seeing that video. Pure joy. We actually had an unintentional three months free at the end of that. I don't know if you caught that. I'm really excited to be here with you all today to share a bit with what we've accomplished since I last stood up on the stage a year ago, and to give you a first look at where we're headed. You all can read that in your spare time. Okay. Just over 20 years ago, SiriusXM defied the odds with the introduction of subscription-based premium radio. Many of probably you thought that we'd never get people to pay for radio, something that was generally available for free.
We proved the naysayers wrong, and here we sit in 2022, the largest audio company in North America. We are focused on our vision to shape the future of audio, where everyone is effortlessly connected to the voices, stories, and music they love. We're making great strides, with 150 million listeners across our platforms, 40 million subscribers, and an enabled fleet that at year-end will total 153 million cars on the road. At our core, we have always been a consumer-centric organization. We've been D2C long before all these other media companies jumped on board. As we look to capture the next generation of subscribers, we have to evolve our business to serve our consumers in even more meaningful ways.
In order to do this, over the past year, we unified our product and technology organization under our new Chief Product and Technology Officer, Joe Inzerillo, and we brought together our commercial teams under our Chief Commercial Officer, Joe Verbrugge, so that we can provide a 360-degree view of our consumers across our touchpoints. We have also made great strides on our key growth priorities. First, owning the car. We are the leading in-car audio entertainment service and focused on bringing even more innovation to the space. Second, streaming. We know future growth opportunities will come with younger streaming-first customers, and we're developing an in-app experience to better serve them. Third, extending our ad platform. We see podcasts as a huge growth driver for our ad business, and our portfolio of offerings gives us a huge leg up on the competition.
To give you a quick glimpse into the future of our business, I'll also touch upon something I believe will amplify all these areas of our business, something we're calling SiriusXM Everywhere. Now, I want to spend a few minutes on each of these areas. Beginning with reinforcing SiriusXM leadership in the car. SiriusXM is the only audio service to have partnered with every major car manufacturer to integrate our service directly into the car. Our new and used car penetration rates continue to remain strong at 83% and 52%, and our enabled fleet is now over 150 million vehicles. We have the highest share of ear in-car of any premium service.
In addition to recent extensions with Subaru and Stellantis, we just launched or announced an exciting new partnership with Lucid and our 360L pen rates continue to climb with the launch of Nissan Altima just this fall. Our 360L solution and two-way data have enabled us to bring new data-driven capabilities to our in-car experiences, and we are enhancing our ability to deliver much better, more relevant, personalized music and talk recommendations to our listeners. While this might be table stakes among other media companies, we're just getting started. These new solutions have enabled us to move faster than ever, given the long product cycles from the OEMs, and we look forward to continuing to innovate on this front. Moving on to streaming.
We see this as a key growth driver for our business, and we continue to extend our superior in-car listening experience anywhere a consumer is tuning in. I'm excited to give you a sneak peek into a design refresh for our app going live later today. As you can see, this new user interface introduces a much cleaner navigation that emphasizes content discovery across new personalized carousels. These updates come on the heels of recent improvements we've made to our app in CarPlay and coming soon to Android Auto. We've also continued to invest in exclusive content across music, comedy, talk, and sports to draw in streaming-first subscribers that are younger and more diverse. We recently launched the channels including Selena Gomez Radio.
We've had an announcement around Drake, where he did a show, Table For One on his channel, Sound 42, and he's delivering two unique experiences at the Apollo in just a few weeks. We have live play-by-play of every NFL game across North America. We are giving listeners unique opportunities to connect with content they love and that they can't get anywhere else. These efforts have contributed to SiriusXM's household streaming rates rising 60% since we brought streaming free to our subscribers three years ago. Finally, to further expand our reach and marketing, our strategy has been to launch distribution and promotion agreements with a wide variety of brands, including T-Mobile's four months of SiriusXM on us promotion. On to our ad platform, a $1.8 billion business. Three major factors set us apart in the marketplace.
First is scale. Not only do we reach 150 million listeners across our portfolio, but we've also driven significant growth in podcasts, and we have over 50 million listeners across all third-party platforms. Next is technology. Across our ad tech stack, we are making improvements to streaming and podcast ad capabilities, making it easier for creators and publishers to monetize their content while simplifying how advertisers buy, target, and measure their investments. Finally, content. We are the gateway for advertisers to the biggest events and personalities across news, sports, and entertainment. With new agreements signed over the past year with major publishers, including true crime juggernaut Audiochuck, we offer the best of podcasting on and off platform. Plus, with new deals like Team Coco and Crooked Media, we're bringing podcast listeners into the SiriusXM ecosystem with exclusive content on our air.
Earlier this month, we signed an agreement with Google to sell inventory across the YouTube extensions of our audio programming, allowing marketers to extend their investments with one seamless buy. Although marketplace headwinds have continued to play a role in the fourth quarter of this year, we are confident that we are making the best strategic decisions to future-proof our business. SiriusXM began as a hardware-centric business with subscriptions tied directly to the technology in the car. Today, we are building offerings for people, not devices, as we continue to give our subscribers the best experience everywhere they wanna tune in. We are investing in a revamped consumer experience and a net new technology infrastructure. These systems are built to scale. They'll also bring further innovation to 360L, and they'll allow us to be more agile and dynamic in and out of the car.
The acquisition of Pandora provided us with very strong data-back capabilities, including our Music Genome Project, which we are leveraging across our products. Over the next year, we will continue to add to our capabilities, building entirely new commerce and identity systems. Ultimately, the results will be a reimagined SiriusXM app experience launching in late 2023. One that takes the ease and connection we have in-car and extends it everywhere our current subs wanna listen and inviting new listeners into our experience as our standalone streaming business continues to grow. As you can see in this early mock, we think there's a lot of opportunity to create more engaging features and functionality, particularly around sports content. Some images here you might recognize, and we're just getting started.
These new features will proliferate throughout our 360L platform and provide our in-car listeners with far more personalized experiences as this platform continues to grow. As we look to continue to profitably grow our business, we are laser-focused on investing in areas we believe will deliver strong returns while also better serving our customers and streamlining costs. At our core, our value proposition to listeners remains the same. We give passionate audiences the content they crave, from sports and music to talk, news, and podcasts. It's joy. Our unique ecosystem gives creators the thing they want most, scaled audiences. We distribute podcasts broadly across all platforms and seek opportunities to migrate audiences back to our premium service through increased exclusivity as audience fandom matures. Earlier this week, we launched Team Coco Radio, which is the perfect example of this. It's executive produced by Conan O'Brien.
The 24/7 channel features exclusive content from Conan and leverages the broad distribution of his enormously popular podcast, Conan O'Brien Needs a Friend, to bring audiences back to SiriusXM, where they can go on to discover many other pieces of relevant content. Our hosts are on the leading edge of culture and create emotionally engaging experiences that are habit-forming for our listeners. There are must-hear moments on our air every day that you can't get anywhere else, just like you saw in that video. Across SiriusXM, we are uniting listeners with a powerful shared experience of live, building communities across interests and passions where all voices are welcome. Looking ahead, you will see us continue to broaden our content to appeal to younger and more diverse audiences.
You will also see us reinforce our differentiated position in the marketplace, where our unparalleled stable of SiriusXM hosts define content discovery across audio genres, complemented but not driven by algorithmic programming. It is this perfect combination of human curation and best-in-class technology presenting our content that will shape the next evolution of SiriusXM. With that, let's dive into the numbers. Despite continued automotive supply chain constraints, we added 187,000 self-pay subscribers in the third quarter. This is consistent with our record of steady subscriber growth over time. Sub growth has benefited both from our record low churn of 1.5%, a testament to our fantastic content and our very loyal subscriber base, and from our growing base of streaming-only customers.
Looking at the trailing 12 months, we delivered solid results as we continue to drive growth and a disciplined approach to cost management across our organization in an increasingly challenging economic environment. We delivered growth in both advertising and subscription revenue, the latter benefiting from extremely high ARPU growth, which has grown 7% so far this year. Adjusted EBITDA remains strong and reflects meaningful investments in product and content, and free cash flow is down modestly this year because of the satellite insurance recoveries we received last year of $225 million. We have a demonstrated track record of growing revenue and EBITDA and converting that into free cash flow. This year's free cash flow is particularly strong given the benefit last year from the insurance recoveries and a nearly $200 million headwind on cash taxes.
Year-to-date, we have returned $1.8 billion in capital to our shareholders, with $1 billion of that being paid opportunistically as a special dividend this past February. Just this month, we increased our recurring dividend by 10%. That's on the back of a 50% increase last year. Since inception in late 2016, we have increased the dividend by an average of 16% each year. While the increase in dividend will certainly represent more of our capital returns going forward, we are well-positioned to be able to opportunistically repurchase our shares over time and with leverage at 3.5x, no significant debt maturities for years to come, and most of our debt fixed at attractive rates, we think our balance sheet is very well-positioned.
As the biggest audio company in North America, we are focused on maintaining and building on that footprint in profitable ways to deliver value to our shareholders. For our listeners, we are building the future of audio, where everyone is effortlessly connected to the voices, stories, and music they love, wherever they are, and through a curated and personalized listening experience. In close, 2022 has set the stage for an evolution of our business in 2023, and we look forward to sharing updates as our journey continues. Thank you.