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DTS, Inc., a subsidiary of Xperi, Inc., has used its presence at CES 2024 to announce the expansion of its connected car entertainment technologies — DTS AutoStage and HD Radio — into more OEM vehicle models, including BMW, Ford and Harley Davidson. The company has also demonstrated a gaming prototype, the next addition to the DTS AutoStage platform.
DTS AutoStage is a global entertainment platform for the connected car that combines linear broadcast with IP-delivered content in a unified, user-centric experience. DTS is focusing its technology on making it easy and safe for consumers to discover and engage with the full spectrum of their entertainment preferences — audio, video, and soon, gaming — in a single vehicle screen for drivers and passengers.
“Our content-first approach, which can support audio, video and games, illustrates our platform’s ability to rapidly advance to help automakers enhance and solidify their relationship with their customers by meeting their evolving entertainment needs and preferences,” said Jeff Jury, Xperi’s senior vice president and general manager for connected car at Xperi.
“The increasing adoption of our connected car technologies is validation that as consumers increasingly view the vehicle as a ‘third space,’ they need more from their in-vehicle entertainment experience than a jumble of apps on their dash. They want experiences that are integrated, personalized and on-trend,” added Jury.
In-car entertainment trends
Jury was referring to a new automotive report released by DTS, “From In-Vehicle Entertainment to Integrated In-Cabin Experience.” The report reveals that the personal vehicle is rivaling or outpacing other personal “third spaces” — physical or virtual environments where people can relax or unwind. As the importance of the vehicle as a third space grows, consumers want more from their dashboard, valuing rich, comprehensive, personalized and discoverable content, including video. The report further explores the entertainment and features consumers want in today’s vehicle cabin.
Based on a survey conducted by Censuswide, among 1015 U.S. adults who own or lease a vehicle, the report finds that for the majority (65%), and nearly 80% of those age 44 and under, in-vehicle entertainment is important. Two-thirds of those 25 to 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-dashboard video, including TV and on-demand streaming, is particularly important among younger demographics — over two-thirds of respondents between the ages of 17 and 44 are interested in it, with the same percentage saying that 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, consumers’ in-cabin entertainment needs are becoming more complex —from deeply integrated content to easily discoverable, high-quality video,” said Jury.
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