Personalized media experiences could drive greater in-car infotainment system use

Increasing connectivity has been transformational in evolving how we engage with media and entertainment. Across devices and platforms, consumers have never had richer or more personalized media experiences—except in their cars.

That’s not to say that car technology is outdated. Quite the opposite. In fact, market research company Grand View Research estimates that the in-car infotainment market will grow from a value of $22.5 billion in 2024 at a CAGR of 11.5% through 2030.

The downside in this scenario is that consumer sentiment lags the investment being made.

The 2025 American Satisfaction Index (ASCI) auto study, for example, found that consumers rank in-car technology (including their infotainment systems) among mass market and luxury vehicles behind all other vehicle aspects except warranties, driving distance capability and expected resale value. The 2025 J.D. Power APEAL survey findings were similar, with consumers citing challenges with complex setups and digital interfaces—especially with new models.

With this sentiment as a backdrop, it’s not surprising that a recent Gracenote survey found that the ability to mirror¹ their smartphones to a vehicle’s in-dash entertainment screen is a stronger purchase consideration than the capabilities of the in-dash system itself.

Despite the ubiquity of our smartphones, these trusty digital companions can’t provide the in-car media experiences that consumers want. They can provide access to an array of media experiences, but the experiences are siloed within individual apps and only a small handful can be mirrored to an in-car screen. And notably, drivers want more than just what they can access on their phones. Across markets, this sentiment is highest in South Korea.

Similar to what they want from their connected televisions, consumers are interested in curated entertainment experiences, personalized recommendations and the ability to organize all available content regardless of where it comes from (e.g., AM/FM, podcasts, streaming audio).

In addition to not being able to provide the comprehensive and integrated media experiences that drivers desire, smartphones are challenging to navigate while driving. This, combined with the fact that more than half of drivers say they don’t always know what they want to listen to, can lead to media indifference in the car.

Speed bumps aside, automakers have a significant opportunity to provide the personalized media experiences that consumers expect by developing ones that leverage audio, sports and video entertainment data.

Not only does 2024 McKinsey data show that many consumers would switch brands for better in-car tech experiences (55% in China, 39% in Germany, 38% in the U.S.), Gracenote’s recent survey found that better in-vehicle experiences could influence buying and leasing decisions.

The desire for next-level infotainment among vehicle owners is unmistakable.

Drivers don’t want to think about specific platforms or services when they’re looking for content: They just want to easily find and access it. And when they’re looking for something new, search and discovery becomes seamless when experiences are personalized and free of boundaries. And when automakers tap into the opportunity of this value proposition, the vehicle will become that much closer to being the third space that drivers want it to be.

Note

1. Mirroring is a technology that allows consumers to display the content of their phones and other devices onto another screen. CarPlay and Android Auto are often used for in-car mirroring.