Why in-car entertainment is more than just a screen

When Inside Content, one of the industry’s go-to podcasts on media strategy, invited Sven Eckoldt, Partnerships Lead for CARIAD's Group Application Store, the conversation went far beyond dashboard screens. It explored a future where the car becomes a media platform. 

“A few years ago, video in cars felt like a novelty,” says Sven during the episode. “Now, it’s part of what people expect.”

From screens to experiences

Video content is moving from fringe features to expectation. With electric vehicle (EV) charging and autonomous driving, new moments of pause are emerging in the car — and people expect meaningful ways to spend that time. “The screens we’re adding in cars aren’t just cosmetics. They’re turning into new touchpoints — places to engage with content, contextually and meaningfully.” 

From DAZN’s live football matches in Audi models to gaming, automotive entertainment is becoming a destination.

How the Group Application Store changes the game

Through the Group Application Store, CARIAD offers a scalable platform for video services, game developers, and third-party apps to integrate across Volkswagen Group brands. “It’s not about just one car model,” says Sven. “It’s about giving partners a scalable platform that reaches across millions of vehicles.” This kind of scale is what turns an experiment into a strategic distribution channel.

Faster integration, bigger opportunities 

One of the key topics from the episode is how CARIAD is reducing the complexity of integration. By using Android as the technical foundation, developers can adapt existing apps instead of starting from scratch. “Time to market matters,” Sven adds. “And so does being able to test without flying a Porsche around the world.”

By virtualizing test environments and optimizing SDKs, CARIAD is making the car a more accessible and appealing platform for developers – a shift that’s already accelerating partnership growth.

From platform to personality

Where is it all going? Personalization and context-awareness, Sven says. Lighting that responds to content. Voice that becomes a companion. Interfaces that feel native to mobility, not borrowed from smartphones. 

“The car is not a living room on wheels. It’s its own space – and we want to make that space feel dynamic, immersive, and distinctly automotive.” The goal? Create experiences that are not only useful, but delightful – and that make digital services a real reason to choose one vehicle over another.

Why this matters now

Sven’s insights on Inside Content offer more than a snapshot of CARIAD’s work — they reflect a larger shift in mobility. As cars become more autonomous and electrified, how we spend time inside them will define the next phase of innovation. 

“Entertainment, education, productivity – it’s all coming to the car. And we’re building the software stack to power that shift”, Sven concludes. 

Want to hear more?

Listen to the full Inside Content episode on Spotify.