The growing demand for infotainment systems in vehicles has an impact on the automotive industry, transforming the driver’s experience and expectations. Consumers expect simple and personalized content in their vehicles, offering the latest technologies and features.
Xperi, a company specializing in the development of software for consumer electronics and connected cars, has developed the AutoSage DTS video service powered by Tivo. Self -management DTS allows consumers to access a personalized entertainment experience, including radio, music, television shows, movies, games and more.
We spoke to Geir Skaaden, director of products and services, to learn more about the growing demand for entertainment in vehicles and what it means for the automotive industry.
Geir Skaaden
Just Auto (JA): Could you discuss the Xperi AutoSage DTS video service and what it offers?
Geir Skaaden (GS): Consumers demand more content in the car than ever before. DTS Autostage is a global entertainment platform for the connected car which allows consumers to discover and easily engage in the full spectrum of their entertainment preferences from a unified location.
Drawing on the DTS AutoSage Foundation, the AutoSage DTS video service powered by the TIVO platform is the ultimate video entertainment experience in the car. The video platform powered by AI provides personalized experience and focused on connected car content, offering premium content through live television, news, sports, podcasts, films and more, on vehicle screens.
By prioritizing the easy discovery of the multitude of content and formats that consumers require, our platform offers car manufacturers of agility to transform customer entertainment experiences and establish deeper and more attractive relationships.
What impact is the growing demand for vehicle entertainment systems has the automotive industry?
The rise of entertainment in the car really changes the game for the automotive industry. Cars no longer consist in going from point A to point B longer; They become personalized and connected spaces where people expect the same type of media experience they arrive at home. And this change has a big impact. Actually, it is estimated that the global size of the car infotainment market will reach $ 35.4 billion by 2030.
The rise of entertainment in the car really changes the game for the automotive industry.
Most vehicles on the market today are equipped with a front seat screen. The screens in the dashboard began as a way to provide mainly infotainment to the driver, while the rear seat screens were initially intended to deliver videos to the passenger from the seat, but this quickly evolved as more vehicles have equipped with 5G networks, allowing entertainment systems to connect more directly into the car.
We see vehicles transforming into environments rich in media and this pushes car manufacturers to think differently. It is no longer just power or design, but on software, connectivity and the type of content experience they can offer. Just like the first days of connected television, there is a much more important opportunity here, not only to improve the user experience, but to transform the car into a significant and monetizable contact point in the wider entertainment ecosystem. Thus, for OEM automobiles, it is a chance to redefine the experience in the car and to create new types of value thanks to content, partnerships and innovation.
How did AI and personalization transformed the experience into the car?
AI and personalization redefine what is possible for entertainment in the car. It is no longer a unique configuration. One of the out-of-competition features of an independent multimedia platform is its advanced and impartial research and recommendation capacities, powered by sophisticated algorithms that learn from the visualization of habits and provide personalized suggestions adapted to the preferences of each user. As such, the content aligns more about their interests and makes effortlessness to discover and take advantage of new entertainment – at home or in the car. Whether it’s musical recommendations and organized video or content based on location, everything seems relevant and intuitive. AI real -time data improves the display by car by intelligently surfaceing artists, songs, albums and relevant channel details adapted to the listener.
AI and personalization redefine what is possible for entertainment in the car
What opportunities does this present for companies and broadcasters to engage with their audience?
DTS AUTOSTAGE allows broadcasters, streaming platforms, advertisers and content creators to reach the public in their cars in a way that feels natural and not intrusive, connecting with them in their daily routines, as at home.
Radio stations will see success by becoming early adopters of AI tools and putting pressure on a more immersive media experience throughout the car, including video. In order to be able to conduct a significant adoption, video content in the car can be stubble, in real time and focused on relevant local updates. Radio stations are already doing this in an audio format only, so if they can start to take advantage of the video, they will help drive this rich experience of entertainment in the car.
Car manufacturers also have a great opportunity to redefine their brand and user experience, by becoming the center of an entire service ecosystem that improve the car and entertainment course. It is a change that also stimulates new opportunities for advertising and monetization, whether by subscriptions, content brought by advertising or brand partnerships.
What do you see that the future is for this area of industry?
As screens become both greater in terms of size and a larger part of the experience in the car, vehicles promise to be the next major digital media environment. We will see entertainment in the car transforming everyday trips into richer and more personalized experiences. While vehicles become more connected and autonomous, we will see a big change towards immersive environments and screen designed for drivers and passengers.
The rise of electric vehicles and autonomous technologies will also help growth in entertainment in cars. Large high -quality screens have become an expectation in electric vehicles due to the longer EV load times, which increases the demand for engaging content. Autonomous driving will also open opportunities for more immersive media consumption in the car, because there will be a completely captive audience with little distractions.
The car will be felt more and more as an extension of the house – a place where entertainment, technology and mobility meet in an intuitive and engaging way. These are richer content, transparent continuity and smarter recommendations adapted to the individual wherever they are.
“Improve driving experience with entertainment on board” was originally created and published by Just automaticA brand belonging to GlobalData.
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