As vehicles increasingly evolve into connected lifestyle spaces, there is a growing need to understand how consumers perceive and prioritize in-car entertainment experiences, particularly in technology-forward markets such as China. To explore this shift, Counterpoint conducted a primary research study combining quantitative research among car owners with qualitative interviews involving consumers and content creators to uncover evolving expectations around infotainment and digital experiences inside vehicles.

The findings show that consumers increasingly view their cars as extensions of their digital lifestyles, where personalization, connectivity and immersive entertainment play a central role in enhancing comfort, productivity and relaxation. With growing engagement in music, movies, podcasts and short-form user-generated content, the study highlights how entertainment-led experiences are becoming a core expectation in modern vehicles.

Table of Contents

  • Cars as the Second Living Room
  • Importance of In-Car Infotainment
  • Entertainment and Connectivity Trends
  • Immersive Experiences with Dolby Vision & Dolby Atmos
  • Consumer Preferences and Purchase Intent


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