USA
Gracenote Automotive Report Reveals 60% of Drivers Prioritize In-Car Entertainment in Car Buying Decisions: A new Gracenote Automotive Report from Nielsen has revealed a major shift in consumer attitudes toward in-car entertainment systems, emphasizing their growing influence on car purchasing and leasing decisions. According to the findings, 60% of consumers now say that infotainment systems are a critical factor when choosing a new vehicle—underscoring the increasing importance of high-quality, native in-car media experiences.
The report highlights a significant opportunity for automakers to deliver more integrated, seamless access to entertainment across multiple platforms. By optimizing native infotainment experiences, car brands can not only enhance customer satisfaction but also unlock new revenue streams through in-car advertising, referrals, and analytics data.
Trent Wheeler, Head of Product Innovation at Gracenote, stated, “Consumers want to easily navigate the wealth of available audio, video, and sports content from various sources in their cars—and automakers are responding. By delivering personalized entertainment experiences through native infotainment systems, car brands can build stronger customer relationships and drive recurring revenue.”
The survey, which polled over 4,000 consumers across the U.S., Germany, Japan, and South Korea, found that 94% of respondents would consider switching from smartphone-based entertainment to in-dash systems if the latter offered improved usability and personalization. This finding signals a transformative opportunity for manufacturers to take ownership of the in-car entertainment experience.
In addition, 82% of drivers expressed interest in curated entertainment packages, indicating demand for more intuitive and engaging content discovery. Notably, only 45% of drivers said they know exactly what they want to listen to before a drive—suggesting that personalization and smart recommendations can play a key role in enhancing user experience.
Other key findings from the Gracenote Automotive Report include:
- 67% of vehicle owners want their infotainment system to organize all content, regardless of source (radio, streaming, or podcasts).
- 63% desire personalized recommendations based on listening behavior.
- 51% want summaries and alerts for news, live sports, and scores.
- 28% would like more access to news and talk content inside their vehicles.
As automakers strive to integrate AI-driven personalization and cross-platform connectivity, Gracenote’s technology provides them with the tools to create richer entertainment ecosystems. Its global metadata coverage includes data for 150,000+ radio stations in 195 countries, 100 million music tracks, 575+ news podcasts, and 70 of the world’s most popular sports, alongside TV and movie data for over 260 streaming catalogs.
By leveraging Gracenote’s Nexus Auto platform, manufacturers can differentiate their infotainment offerings, build stronger brand loyalty, and capture new monetization opportunities.
This evolution reflects a broader trend in the automotive industry—where cars are becoming mobile media hubs, not just modes of transport. As consumers demand more immersive, connected, and personalized experiences, in-car entertainment is fast emerging as a decisive factor in brand preference and purchase decisions.
