Connected cars have become both more ubiquitous and more powerful. By 2027, around 175 million US drivers will cruise in a connected car, the majority via a tethered system such as CarPlay or Android Auto. As carmakers shift production to electric cars, they’re using the transition to build more sophisticated embedded systems. The resulting competition should lead to more in-car media and advertising opportunities.

Key Question: How can advertisers and media companies capitalize on more capable connected car systems?

KEY STAT: The number of connected car drivers will increase by 15.5% from this year’s 151.4 million to 174.8 million in 2027.