Audio remains the dominant form of in-vehicle entertainment despite growing interest in video, according to industry data and executives tracking how consumers use media on the road.
While both audio and video can create emotional connections for audiences, the driving environment continues to favor audio consumption, particularly as more vehicles become connected, writes Jeff Jury, Senior VP and GM of Immersive Entertainment at Xperi.
Research cited by Xperi shows that 89% of respondents listen to some form of audio in their vehicles, and 84% say audio enhances their emotional experience while consuming content. By comparison, video use in cars remains limited, largely confined to short-form viewing while vehicles are parked or charging.
Interest in in-car video technology is growing, and automakers and technology companies are developing more advanced video systems. Still, video accounts for only a small share of in-vehicle entertainment use. Once drivers return to the road, audio becomes the primary companion, Jury explains.
“And, in spite of today’s plethora of audio choices, from podcast to streaming, most people are still listening to AM/FM radio in the car, with 62% of consumers saying they would not even consider buying a vehicle without AM/FM radio! This may come as a surprise: I have spoken to some product planners at car companies who insist that no one is listening to the radio — until they look at their own internal data, which tells the opposite story,” Jury writes.
He says the continued dominance of audio means the medium must evolve alongside changing consumer expectations and advances in technology. Xperi, whose DTS brand helped pioneer digital surround sound in movie theaters in the early 1990s, is applying similar principles to the vehicle cockpit.
The enclosed space of a car provides an opportunity for immersive sound experiences, with multiple speakers positioned to surround occupants with audio. That environment, Jury explains, differs significantly from how people typically consume audio outside vehicles, often through phones or smart speakers that lack directional precision.
Clear and immersive audio is increasingly important not only for music but also for spoken content, Jury said, as media choices multiply and compete for attention. High-quality sound also enhances other in-vehicle entertainment options, including video and gaming.
Xperi is developing a new DTS:X immersive audio solution for automotive use that adapts sound placement to different speaker configurations and seating positions. The goal is to deliver balanced, premium audio even in vehicles with basic sound systems.
Jury said innovation in vehicle audio extends beyond sound quality to how drivers discover and interact with content, emphasizing the need to limit distractions while driving. Enhanced metadata, such as album art, song information and related content, is expected to play a growing role in dashboards.
The continued popularity of audio, including recent digital album releases, underscores its staying power, Jury said. He added that future in-vehicle entertainment systems will rely on platforms that understand user preferences and integrate content seamlessly.
“The key to a truly immersive entertainment experience is to understand the content being delivered, whether in audio, textual or visual form, and to enable a seamless experience for the consumer,” Jury writes. “It is not enough to just have good technology or to just offer great content. It is knowing how that content interacts with technical platforms that will create the winning in-car entertainment platforms of the future.”
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