Transforming cars into entertainment hubs: The rise of in-vehicle streaming and smart features

The highly-anticipated evolution of vehicles into ‘mobile living spaces’ is gaining
momentum as new developments introduce familiar home entertainment features into
cars, according to Stream TV Insider.

In partnership with software company Qt Group, LG Electronics is working towards
creating ‘more innovative, immersive content-streaming services for cars’ by integrating
the Finnish developer’s application development framework into its Automotive Content
Platform (ACP) for in-vehicle entertainment.

Petteri Höllander, SVP at Qt, highlighted that the concept of in-car streaming media
entertainment emerged a decade ago with the introduction of fully autonomous
vehicles. Since passengers need entertainment while on the road, streaming media
has become a popular choice. After numerous demonstrations, we are now witnessing the
first real implementations in vehicles.

This news coincides with recent research forecasting that the global in-car infotainment
market will reach a value of $35.4 billion by 2030.

Höllander emphasized that Qt provides ‘highly adaptable and efficient collaboration
tools to offer automotive manufacturers more options in designing user interfaces (UI)
and user experiences (UX). Consumers increasingly demand a vehicle experience
similar to their smart devices, including video streaming.’

This collaboration builds on Qt’s existing partnership with LG’s open-source webOS,
commonly used in consumer electronics like smart TVs. LG previously utilized the Qt
framework for UI and UX in products such as smart TVs, signage, smart monitors, and
home appliances. Qt Group also works with Peugeot, General Motors, and Mercedes
Benz, integrating its software into the development of the ‘digital cockpit.’

LG recently introduced Netflix and YouTube to its ACP, available on Hyundai’s Genesis
models in South Korea since the start of the year. Similar agreements were made with
Kia in May, with plans to expand to additional car brands and regions.

LG stated that ‘this expansion aligns with LG’s growth as a media and entertainment
platform provider, delivering a seamless content journey from home to car.’
In May, Google announced the addition of Max and Peacock to its Android Automotive
infotainment platform, utilized by Volvo, BMW, Renault, Stellantis, Polestar, and Ford.
Xperi’s TiVo is another key player in in-car entertainment with its TiVo-powered DTS
AutoStage Video Service for connected vehicles. Xperi expanded its partnership with
BMW earlier this year, extending to various models in the U.S., Great Britain, Germany,
France, Italy, Spain, South Korea, and with plans for Japan.

Many in-car video streaming services rely on the user’s cellular connection, but some
car manufacturers also offer WiFi connectivity. For instance, Tesla includes basic maps
and music streaming over Bluetooth in their standard package, with the option to
upgrade to a Premium service for a more interactive experience for $9.99 per month.
In 2019, Tesla was the first to introduce Netflix availability in their vehicles.
Höllander mentioned, ‘While waiting for an electric vehicle to charge, watching a video
is a common activity to pass the time.’

Due to safety concerns regarding driver distraction, most countries prohibit video
playing on the front display. The rear seat infotainment market in the automotive
industry is forecasted to grow by $8.79 billion at a CAGR of 13.39% from 2023 to 2028.

New screen coatings for front displays are being developed to allow passengers to
watch videos without disrupting the driver. Some Mercedes vehicles are equipped with
driver monitoring systems that dim the passenger screen if the driver tries to watch it.
The adoption of software-defined vehicles (SDV) is predicted to generate a value of
over $650 billion for the auto sector by 2030.

IBM suggests that SDVs will serve as the foundation for future advancements, serving
as a central hub for collecting and organizing large amounts of data, utilizing AI for
insights, and automating intelligent actions. Another study estimated the global SDV
market to be worth $35.8 billion in 2022, with an expected growth rate of 22.1% by
2032.