Future Sessions: automotive audio enters a new era, from China’s disruption to Dolby’s domination

Futuresource Consulting explores the fast-evolving in-car audio and entertainment landscape in its latest Future Sessions video episode

As automotive technology accelerates toward electrification, autonomy and software-driven innovation, the audio experience within vehicles is undergoing a radical transformation.

In the latest episode of Future Sessions, Carl Hibbert, Research Director at Futuresource Consulting, is joined by Guy Hammett, Head of Audio Services, to explore and expose the forces reshaping the automotive audio market.

Premiering on Tuesday, 1 July, Audio Innovation on the Move: Market Opportunities in the Connected Car Era explores how China is leading the charge in EV and in-car entertainment, what Dolby’s expansion strategy reveals about premium audio at scale, and how AI and software are redefining business models for traditional audio brands.

“We’re seeing the car evolve into something closer to a cinema or a media hub on wheels,” says Hibbert, “and that’s not just a starry-eyed vision of the future. It’s already happening, particularly in China. This session is about understanding how those changes are rippling across the industry.”

China leads the EV and in-car entertainment revolution
From market share to technological edge, China is setting the global pace in electric vehicles and infotainment. Chinese carmakers like BYD and NIO are not just building EVs, they're embedding expansive entertainment features which include karaoke, gaming and cinema-grade audio-visual systems.

“China is the benchmark right now,” says Hammett. “From Dolby Atmos-equipped SUVs to gaming-ready cabins, they’ve reimagined what in-car entertainment can be.”

Dolby Atmos moves from premium to mainstream
Once reserved for flagship luxury vehicles with 20+ speaker configurations, Dolby is now enabling immersive experiences with as few as four speakers. That’s thanks to software optimisation, and it paves the way for Atmos to feature in more mid-tier and entry-level cars. By 2028, Futuresource expects over 25% of new cars to ship with Dolby Atmos.

“Dolby’s strategy mirrors what they’ve done successfully in soundbars and mobile. We’re talking premium performance across all price points,” says Hammett.

AI-powered audio and subscription potential
AI is becoming central to enhancing the in-car experience, from adaptive content recommendations and real-time noise cancelling, to more intuitive voice assistants and context-aware safety alerts. With software now driving audio quality, the groundwork is being laid for audio subscription models, and that offers brands new ways to monetise and personalise the in-car soundscape.

Don’t miss all the critical industry insights
Automotive is being redefined, and audio is at the centre of the experience. Whether you're an OEM, audio brand, content provider or tech strategist, this session offers a clear vantage point on where the industry is heading next.

Join Carl Hibbert and Guy Hammett as they explore the next chapter for in-car entertainment, backed by exclusive insights and comprehensive global research.

Future Sessions – Audio Innovation on the Move: Market Opportunities in the Connected Car Era

Watch from Tuesday 1 July, download here , 

To learn more about Futuresource Consulting’s Automotive Audio Report, please contact luke.brodin@futuresource-hq.com or visit here.

About Futuresource Consulting

Futuresource Consulting, established in the 1980s, is a leading research and consulting firm specialising in global market analysis, forecasts and strategic insights. With a deep understanding of emerging trends and technologies, Futuresource helps businesses navigate complex markets and make informed decisions.