Xperi launches new report, ‘From in-car entertainment to an integrated cabin experience’

In-dash video increases vehicle purchase intent for 67% of Gen Z/Millennials

SAN JOSE, CA, January 8, 2024—(BUSINESS WIRE)–DTS, Inc., a wholly owned subsidiary of entertainment technology company Xperi Inc. (NYSE: XPER), today released a new automotive report, From In-Car Entertainment to an Integrated In-Car Experience. ” The report reveals that the personal vehicle is competing with or overtaking other personal third spaces, which refers to a physical or virtual environment where a person can relax or rest. As the importance of the vehicle as a third space grows, consumers want more than its dashboard, evaluating rich, comprehensive, personalized and discoverable content, including video.The report further explores the entertainment and features consumers want in today’s car cabin.

Based on the results of a Censuswide survey of 1,015 American adults who own/rent a vehicle, the report found that for the majority (65%) – and for nearly 80% of those aged 44 and under – in-car entertainment is important. Two-thirds of those between 25 and 44 say they want that entertainment to be personalized and to have the highest quality audio with easily discoverable content constantly updated to meet digital advances and evolving needs.

In-dash video, including TV and on-demand streaming, is especially important among younger demographics: over two-thirds of respondents aged 17 to 44 are interested in it, with the same percentage saying video capability would make them more likely to purchase a particular vehicle.

“The role of the personal vehicle continues to evolve into much more than just a way to get from point A to point B, and with that, consumer needs for in-cabin entertainment are becoming more complex, from deeply integrated content to easily discoverable, high-quality video ” said Jeff Jury, senior vice president and general manager, Connected Car at Xperi. “As consumers, especially Gen Z and Millennials, seek an experience that makes the car cabin a personalized, content-rich and comfortable third space, today’s technology offers automakers a unique opportunity to adopt progressive cabin platforms that can adapt quickly to the evolving needs and preferences of their customers.”

Key findings from the study:

  • 70% of respondents between the ages of 25 and 34 and over 50% overall see their car as a third priority.

  • 71% of those between 25 and 34 (and 56% overall) say they want their in-car entertainment to be more than just a mirror of their smartphone.

  • A majority (65%) of those surveyed – and nearly 80% of those 44 and under – say in-car entertainment is important to them.

  • 67% of those between the ages of 17 and 44 are interested in having access to video, including TV and on-demand streaming, as part of their in-car dashboard/screen entertainment choices.

  • 67% of those between the ages of 17 and 44 also say that having the ability to have high-quality video on the dashboard/screens in a specific model/make of vehicle would make them more likely to purchase this vehicle.

  • Of those who say in-car entertainment is important:

    • 81% say it’s important to have a wide range of content (local radio, streaming, podcasts, audiobooks, etc.) and to have access to relevant, easily “discoverable” content (i.e. recommended on the dashboard management) without searching for it, such as local radio, streaming, podcasts, audiobooks, and more.

    • Two-thirds say it’s important that content is enhanced with rich visual/textual information (ie, album art images, biographical information) about the artist and the song being listened to.

    • Overall, 82% say it is important to be able to continue listening to a radio station digitally when the vehicle is out of range.

  • 70% of all respondents say that an in-car entertainment experience that is automatically customized to their specific tastes/interests is important, with the largest number saying it is very important because they “don’t have to play with the controls when you drive.

The survey, conducted by Censuswide and commissioned by DTS, was conducted between September 29, 2023 – October 3, 2023. Download the report here: https://dts.com/wp-content/uploads/2024/01/From-In-Vehicle-Entertainment-to-Integrated-In-Cabin-Experience-2024-final.pdf


The research was conducted by Censuswide with 2,021 vehicle owning/leasing consumers (17+) in the UK and US between 29 September 2023 – 3 October 2023. Censuswide complies with and employs members of the Society for Market Research, which is based of the ESOMAR principles.

About Xperi Inc.

Xperi invents, develops and delivers technologies that enable incredible experiences. Xperi’s technologies, delivered through its brands (DTS®, HD Radio™, TiVo®) and from its startup, Perceive and IMAX Enhanced, an IMAX and DTS partnership, are integrated into billions of consumer devices and media platforms worldwide, powering smart devices , connected cars and entertainment experiences. Xperi has created a unified ecosystem that reaches highly engaged consumers, driving increased value for partners, customers and consumers.

©2024 Xperi Inc. All rights reserved. Xperi®, TiVo®, DTS®, HD Radio™, Play-Fi®, Perceive® and their respective logos are trademark(s) or registered trademark(s) of Xperi Inc. or its affiliates in the United States and other countries. All other trademarks and content are the property of their respective owners.

About DTS, Inc.

Since 1993, DTS has been dedicated to making the world sound better. Through its pioneering audio solutions for mobile devices, home theater systems, cinema and more, DTS delivers incredibly high-quality, immersive and engaging audio experiences to listeners everywhere. DTS now also powers imaging and sensor technologies. For more information, please visit www.dts.com.

About Censuswide

The survey was conducted by Censuswide with 1,015 consumers who owned/leased a vehicle (17+) in the US between September 29, 2023 – October 3, 2023. Censuswide adheres to and employs members of the Society for Market Research, which is based on the Principles of ESOMAR.


Check out the source version on businesswire.com: https://www.businesswire.com/news/home/20240108833823/en/


Alice Sanchez
[email protected]

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