Dolby’s Sameer Seth tells BestMediaInfo that connected cars are becoming entertainment‘s newest screen, with ecosystem partnerships like the Mahindra-Sony LIV-Dolby tie-up positioning premium in-cabin content as a growing purchase differentiator for automakers
Shilpashree Mondal22 Jul 2026
10:05IST
New Update
New Delhi: As connected vehicles become more software-driven, the battle for consumer attention is extending beyond televisions, smartphones and tablets to the car itself, with automakers, streaming platforms and entertainment technology companies positioning vehicles as part of the broader media ecosystem.
According to Sameer Seth, Director, Marketing – India & APAC Insights at Dolby Laboratories, consumers no longer view entertainment through the lens of individual devices, creating new opportunities for brands to deliver consistent experiences across multiple screens.
“Consumers no longer think of entertainment as something tied to a particular device,” Seth tells us. “They expect premium entertainment experiences to move seamlessly with them across every aspect of their lifestyles, whether they’re at the cinema, at home, at work, on their smartphones or tablets, or now in the car.”
Connected cars become the next entertainment touchpoint
The shift is influencing how partnerships are being structured across the automotive and media industries. Instead of treating the vehicle primarily as an audio environment, companies are increasingly looking to integrate premium streaming experiences into connected cars, reflecting changing expectations around digital consumption.
Seth explains that consumers increasingly expect vehicles to deliver the same quality of entertainment they experience on other connected devices.
“Whether it’s spending time with family on a long journey or enjoying content while the vehicle is parked, consumers increasingly expect the same high-quality experience they enjoy across other devices,” Seth adds.
Ecosystems, not standalone technologies
The strategy also points to a growing convergence between automakers, OTT platforms and entertainment technology providers. Rather than competing independently, companies are building ecosystems in which each partner contributes a distinct capability.
“We believe the future of connected mobility will be shaped by ecosystems rather than standalone technologies. Consumers aren’t looking for individual features; they value complete experiences where premium content, immersive entertainment technologies and thoughtfully designed vehicles come together seamlessly,” Seth shares.
For instance, in the Mahindra-Sony LIV-Dolby collaboration, Mahindra provides the connected vehicle platform, Sony LIV contributes the streaming content and Dolby enables the visual and audio technologies powering the viewing experience.
For marketers, such partnerships signal that the connected car is evolving into another digital touchpoint capable of extending engagement beyond the home. As software-defined vehicles become more common, media companies and technology brands are likely to view the cabin as another environment where consumers expect uninterrupted access to content.
Seth added that Dolby has built “an ecosystem that brings together creators, content services, device manufacturers and automotive partners” to preserve the creator’s intent whether content is consumed at home, on a mobile device or inside a connected vehicle.
Premium in-car entertainment as a differentiator
The changing role of the automobile could also reshape premiumisation strategies in the auto industry. Seth believes consumers are increasingly evaluating vehicles not only on traditional attributes such as performance and design but also on the quality of connected experiences.
“As the automotive industry evolves, premium in-car entertainment is becoming one of the key differentiators between vehicles. Consumers are increasingly evaluating cars not just on traditional factors like performance or design, but also on the quality of the connected experiences they offer,” he explains.
While Dolby stopped short of commenting on how bundled subscriptions should be commercialised, Seth shares that software-driven vehicles are increasing demand for integrated entertainment offerings.
“As connected vehicles become more software-driven, we expect consumers to increasingly value complete entertainment experiences rather than standalone features. Bundled services help remove friction by allowing consumers to immediately enjoy premium content from the moment they get behind the wheel,” Seth concludes.
Looking ahead, Dolby expects in-car entertainment to become a stronger differentiator as connected vehicles evolve. Citing Counterpoint Research’sIn-Car Entertainment Study in China 2026, Seth noted that consumers are increasingly prioritising infotainment systems during vehicle purchases, ranking them ahead of factors such as price and design.
connectedSony LiventertainmentcarsDolby AtmosMahindraSameer SethDolby vision
