On this episode of Inside Content, I’m joined by Sven Eckoldt, who leads partnerships at CARIAD – Volkswagen Group’s software unit – for a fascinating look into the future of in-car entertainment and the unique role video iscbeginning to play within vehicles.
Sven shares how CARIAD is bringing digital services, including video, gaming, and infotainment, into the car by leveraging both scale and software. As part of one of the world’s largest automotive groups, CARIAD is helping define what it means for a vehicle to be “software-defined”—and video is fast becoming a key piece of that puzzle.
“In-car video was unimaginable just a few years ago. Now it’s something customers are beginning to expect.” – Sven Eckoldt
A major theme throughout our conversation is how the car is evolving into a legitimate media environment. With consumers now spending more time stationary—during charging or rest stops—screens and services that were once confined to the living room are making their way into the passenger seat. And as Sven points out, in-vehicle video isn't just a novelty anymore—it's quickly becoming part of long-term distribution strategies for major streaming services.
CARIAD is already working with big-name partners, including DAZN, to deliver sports streaming experiences directly in Audi vehicles. This kind of collaboration reflects a broader shift: media companies are increasingly viewing the car as a place where they can grow their audience and engagement.
“We’ve launched Champions League streaming in Audi vehicles with DAZN. It’s a great example of in-car becoming part of a distribution strategy.”
To support this momentum, CARIAD is focusing on reducing the barriers for content providers to enter the space. By building on Android, they’re making it easier for services to adapt existing apps for in-car use—lowering the tech lift, reducing time to market, and creating scalable solutions across Volkswagen Group brands.
Another key focus is enhancing the unique media experience within the car. From passenger-specific screens to personalised features like voice interaction and lighting that reacts to content, Sven highlights how OEMs are working to create something that isn’t just portable entertainment—but entertainment that feels purpose-built for the automotive context.
“There’s a lot of potential to personalise and contextualise content in the car. It’s a very different kind of environment than your living room.”
Finally, we look at the broader implications of this shift. As digital services in vehicles become more sophisticated, they’re starting to influence buying decisions. According to Sven, software and content experiences are no longer just “nice to have”—they’re quickly becoming part of the core value proposition of a new car.
Topics Discussed:
● Introduction to Sven Eckoldt and CARIAD: Overview of Sven’s role and CARIAD’s mission within the Volkswagen Group.
● Evolution of In-Car Entertainment: The rise of video and other content formats inside the vehicle.
● Streaming Partnerships: How DAZN and other content providers are treating the car as a new distribution channel.
● Technical Enablement: How Android integration is making it easier for media services to deploy in-car apps.
● Unique In-Car Experience: Personalisation, voice interaction, and contextual content delivery.
● Distribution at Scale: Leveraging the reach of Volkswagen Group to offer global opportunities for partners.
● Content as a Car-Buying Factor: How digital media services are influencing consumer expectations and decisions.
● Software-Defined Vehicles: The automotive industry’s transition toward software-first development and innovation.
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