3SS has announced a strategic partnership with Škoda to transform the in-car entertainment experience, alongside the launch of Škoda Play, Škoda Auto’s in-car entertainment hub.
New Škoda Play operates as a central entertainment hub, aggregating video content from a range of sources and tailoring it to both the user and the specific vehicle. This innovative service is enabled by 3SS’s 3Ready Automotive solution. The offering includes news, educational material, as well as themed videos and brand content from Škoda.
The content library is regularly updated, ensuring users always have access to the latest videos, information and entertainment. Video content is provided directly as a livestream or in on-demand formats of varying lengths to provide the best experience for all users.
For Škoda, the platform also enables the sharing of branded content directly with vehicle users, from important service and ‘How To’ guides to information on sales and marketing offers, product updates, merchandise and experiences. The system also provides advanced content management and analytics capabilities, allowing this central entertainment hub to bring together video content from multiple sources and tailor the experience to both the user and the specific vehicle.
Petr Kabelka, Connectivity and New Businesses Lead, Škoda Auto, commented: “We are seeing a growing expectation from our customers to access the same streaming services they enjoy at home directly in their vehicles. The partnership with 3SS for this software will enable seamless integration of these services into Škoda products, bringing an in-home experience to our vehicles for the first time.”
3SS ensures seamless compatibility with Linux, AOSP and Android Automotive operating systems, delivering flexibility and quality while enabling the addition of new features and handling updates.
“This partnership with Škoda represents a significant milestone in bringing our automotive entertainment expertise to one of Europe’s most respected automakers,” said Felix Walter, Head of Automotive at 3SS. “3Ready Automotive is purpose-built to help automakers unlock new possibilities in the software-defined vehicle era, delivering personalised, content-first experiences that passengers genuinely love while providing powerful tools for content management, analytics and monetisation.”
Built on Linux Automotive OS, the solution demonstrates 3SS’ ability to deliver rapid, risk-free deployment of sophisticated entertainment platforms that meet the exacting standards of the automotive industry. The platform enables Škoda to maintain complete UI/UX design freedom, ensuring the in-car experience authentically reflects the brand’s identity while delivering cutting-edge entertainment capabilities.
Transforming In-Car Entertainment
3Ready Automotive delivers a comprehensive platform that addresses the unique challenges of automotive infotainment:
Personalised, Content-First Entertainment: Intuitive discovery and engagement with content tailored to each passenger’s preferences.
Complete Design Freedom: Full UI/UX customisation enables automakers to express their brand identity without compromise.
Global Content Integration: Out-of-the-box access to premium content from leading global providers.
Advanced Management and Analytics: Powerful backend tools for content curation, performance monitoring and audience insights.
Rapid Risk-Free Deployment: Proven platform architecture accelerates time-to-market while minimising implementation risk.
The partnership positions both companies at the forefront of the automotive industry’s digital transformation, where in-car entertainment is becoming a key differentiator and revenue opportunity.
3SS’ platform approach addresses OEM challenges by serving as an integration layer between automotive manufacturers and content providers, managing technical complexity, enhancing experiences and simplifying ongoing updates while OEMs focus on vehicle design, safety and performance. 3SS has already simplified the media partner licensing process with the announcement of a new level of integration: the 3Ready Content Bundle, unveiled at CES 2026.
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