The car's dashboard is emerging as the next major battleground for audio and media consumption, according to a new analysis published at TVREV.com.
"The Dashboard Is The Next Media Battleground" argues that connected car screens represent one of the largest untapped distribution opportunities for media companies, streamers, broadcasters, and audio platforms in the coming decade.
Modern vehicles now feature large, always-connected central displays that integrate streaming services (like Spotify, Apple Music, podcasts, and YouTube), navigation, and vehicle controls. Yet the current in-car experience frustrates drivers: clunky menus slow audio switching (a safety risk), users rarely want to hunt for specific apps, and native systems feel outdated compared to Apple CarPlay or Android Auto, which dominate because they mirror familiar phone interfaces more seamlessly.
The core opportunity lies in transforming the dashboard from a mere "digital shelf" of apps into a true content stage—a primary, low-distraction hub for audio during commutes and drives. This remains one of the last major frontiers for capturing listening time after phones, smart speakers, and earbuds.
Winners will deliver intuitive, voice-first, context-aware, and predictive experiences powered by AI (e.g., anticipating content based on time, location, traffic, habits, or mood).The competition pits:
- Big Tech players (Apple and Google via CarPlay/Android Auto),
- Streaming giants (Spotify, Amazon Music, YouTube Music, Apple Music),
- Traditional radio and broadcasters,
- Automakers' infotainment teams (Tesla, Rivian, newer GM and Ford systems)
And emerging AI-specialized audio innovators...all vying for control of in-car "real estate."
The article highlights myths holding the industry back, such as assuming more apps equal better experiences or that technology alone solves the problem when the real issue is automakers' misalignment with user expectations and broader media trends.
With infotainment now a make-or-break factor for 60% of car buyers and the global in-car market projected to surpass $42 billion by 2030, the battle is intensifying.
The concept builds on years of "dashboard battles" in audio circles (dating to the mid-2010s with streaming's rise challenging FM/AM and SiriusXM), but recent advances—software-defined vehicles, bigger screens, always-on connectivity, rapidly improving voice AI, and podcasts/audiobooks eroding traditional radio's commute dominance—have accelerated the stakes.
As cars evolve into rolling entertainment hubs, the dashboard interface is where the fiercest fights and biggest innovations in audio discovery, playback, and monetization will unfold.