The era of in-car entertainment is shifting into a new gear, and auto manufacturers are quickly accelerating their efforts to bring richer media experiences to the car for drivers and passengers alike. As vehicles become more connected and autonomous features become commonplace, the car will evolve into a digital living space, one where content is increasingly important.
Toward that end, many signs point to an increased desire among consumers to bring their at-home video content on the road. The most recent TiVo Video Trends Report found that in-car entertainment viewing increased by 6% year-over-year, as respondents reported using video to pass the time while waiting in the car or struggling to keep children entertained.
Engaging consumers with on-the-go mobile content experiences requires a different approach than the more typical at-home model, and content publishers, streaming platforms and creators need to adjust their current strategies to find success in this burgeoning space. Video content in the car must be purposely designed for driving and riding, where attention spans are shorter, controls are limited and the need for relevant, personalized content is greater.
Why we need to veer off-road for the in-car experience
Connectivity in the car adds value for the entire auto ecosystem — from consumers to auto manufacturers and content publishers. But to make the experience enjoyable, the experience must be frictionless for consumers and uniquely tailored to the in-car environment.
This bar has not always been met, as many providers simply attempt to retrofit at-home or mobile streaming experiences for the in-car environment. While there are similarities between at-home and in-car user experiences, especially around the desire for easy discovery and personalized, relevant content available through a “lean back” experience, replicating an experience built for one platform on another will not get the job done.
If they experience any type of friction, like irrelevant content or challenges finding the right segment or show to watch, people will switch back to their phones in the car instead of staying on the built-in screen. The emphasis needs to be on curated content that is personalized for the viewer, no matter where they are.
At home, people may be willing to dive into a multi-episode binge-watching session, but in the car, they want shorter, snackable content that is easily digestible and can be consumed while waiting for pick-up at school or when the car is charging. Instead of watching the latest “Saturday Night Live” from start to finish, viewers will watch the latest Weekend Update segment when they have a moment in the car. Early patterns indicate that viewing sessions in the car are shorter, with many viewers dropping off at 10-to-20 minutes per session.
Even though people are tapping into video in the car more often, audio also needs to be considered as part of the experience. For most people, their car is the best sound system they’ve ever had. Properly leveraging the power of audio in the car can make a consumer feel like they’re in a theater. If content publishers and auto manufacturers lean into their audio chops, built-in cabin entertainment ecosystems can start to reach their true potential. That said, although many players within the entertainment ecosystem can drive this fully immersive in-car experience, no one may be better positioned than radio to pave the way.
Look to radio for video leadership
The radio industry has a unique and promising opportunity to lead the adoption of in-car video content. With its expertise in creating concise entertainment segments and its understanding of high-quality audio, radio effectively caters to the in-car audience through news, sports, weather, traffic updates and community commentary. Furthermore, radio is free, widely accessible and frictionless for drivers, making it the media format with the broadest reach, touching 70% of U.S. drivers.
This positions radio and podcast publishers to capitalize on the growing in-vehicle audience by streaming studio video content. Many radio stations are already paving the way by offering video versions of their shows online, complementing the audio experience listeners enjoy in their cars.
Content creators, streaming platforms and publishers aiming for success in the in-car space should adopt a similar strategy. Video in the car should be conceptualized as a top-of-funnel engagement tool, serving as an alternative to platforms like YouTube. By providing drivers with free, frictionless and brief content segments — such as current event commentary, real-time sports analysis and highlights from longer-form videos — publishers can capture and retain audience attention effectively from the built-in car screen.
Ultimately, the connected car ecosystem offers a distinct opportunity for innovation. If all stakeholders tailor video content to this unique third space, while maintaining the “lean back” experience, meaningful adoption of in-car video entertainment will flourish. One thing is clear: entertainment has always been a hallmark of the driving experience, but the integration of video represents the next frontier.
