Transforming Cars into Entertainment Hubs: Lessons from the Smart TV Era

At Dolby House Munich during IAA 2025, Felix Walter, Head of Automotive at 3SS, shared his vision: the car is poised to become the next big screen of immersive entertainment. For over 15 years, 3SS has delivered premium user experiences to millions of households through TV platforms. Today, we are bringing that same expertise to the automotive world, redefining what it means to travel, commute, or simply relax in a vehicle.

From Smart TV to Smart Car

The evolution of the smart TV offers a blueprint for what is possible in automotive entertainment. Early smart TVs were limited, a handful of apps, inconsistent UX, and frustrating discovery processes. Over time, they transformed into personalized hubs, combining content aggregation, intuitive navigation, and contextual recommendations. Today, they follow a content-centric approach, where the focus is on the content itself rather than the content provider, ensuring users always discover what matters most to them quickly and intuitively.

Cars are following a similar trajectory. Modern vehicles are equipped with expansive displays, passenger screens, and constant connectivity. Yet without a thoughtful, content-forward approach, the in-car experience risks repeating the mistakes of early smart TVs: users struggle to find what they want, and opportunities for engagement and monetization are missed.

At 3SS, we focus on making the in-car experience seamless, visual, and contextual. Imagine a vehicle that recognizes your destination as Munich and surfaces a curated video guide for sightseeing, or a car that offers sports highlights while your EV charges. This is not futuristic speculation; it is the standard we are enabling today.

Monetization Beyond the Screen

For OEMs, the in-car entertainment hub represents more than just passenger delight. It is a strategic platform for monetization. Just as streaming platforms vie for prime real estate on TVs and remotes, automakers can leverage content and services to drive revenue. Subscription models, exclusive partnerships, advertising opportunities, and bundled connectivity packages all become viable channels for business growth.

By controlling the user experience, carmakers can highlight premium content, promote value-added services, and create new touchpoints for customer engagement. In essence, the vehicle transforms from a mere mode of transportation into a dynamic platform for both entertainment and commerce.

Immersive Experiences with Dolby

Our collaboration with Dolby elevates the in-car experience to new heights. Dolby Atmos and Dolby Vision transform vehicles into private cinemas, an environment that is both focused on and shielded from outside distractions. Passengers are consistently surprised by the immediacy, clarity, and emotional impact of these immersive sound and visual experiences, highlighting the untapped potential of automotive entertainment.

Global Momentum

The trend is global. In Asia, connected cars are already serving as personal streaming spaces during breaks or overnight stays. In Europe and North America, advancements in autonomous driving will increasingly free passengers’ attention, creating new opportunities for productivity, learning, and entertainment. As technology and user expectations converge, the car is emerging as the ultimate personalized content hub.

Looking Ahead to CES 2026

The trajectory is clear: automotive entertainment is not a matter of if, but how quickly it will redefine the mobility experience. At 3SS, we are helping OEMs seize this opportunity, ensuring that vehicles are not only smart but also deeply engaging and monetizable.

Join us at CES 2026 to experience firsthand how 3SS, together with Dolby, is transforming cars into immersive entertainment hubs, a new era where mobility, content, and user experience converge. The road ahead is not just about transportation; it is about creating moments of delight, discovery, and connection on every journey, a watch the whole interview here

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