Streaming Grows In The Car, But Drivers Still Default To Familiar Audio Options.

Podcasters may see the car as their next big frontier, but new data from Gracenote shows just how complex that opportunity remains. Gracenote’s 2025 Automotive Infotainment Report finds 40% of U.S. drivers say they’re streaming more in their vehicles than they were a year ago. When asked what content they would like to have more of while behind the wheel, one in five drivers would like better access to podcasts. But familiarity and ease of use remain key drivers, as AM/FM radio remains the most-used in-car medium.

“For entertainment lovers, the expanding wealth of media choice now permeates every screen we own, except the ones in our cars,” the report says. That gap highlights both a challenge and a growing opportunity for streaming and podcast companies seeking space on connected dashboards.

Even as streaming use rises, drivers remain cautious about using new technology on the road. Gracenote reports that two-thirds of U.S. vehicle owners say they would explore new content in the car if there were a safe and easy way to do so. That limitation works against podcast discovery as 44% of U.S. drivers say they can’t find something to listen to up to 25% of the time, 6% say they “don’t know what they want to listen to, so they leave whatever is playing on,” and 21% turn the media off entirely when frustrated.

In the battle for attention inside the car, content still matters most. When asked what they want more of in their vehicles, music topped the list (63%), followed by AM/FM radio (29%), news and talk content (28%), podcasts (22%), sports (18%) and weather (18%). 

One in five drivers wanted better access to subscription services, many of which emphasize ad-free experiences. But Gracenote’s data shows drivers aren’t as motivated by fewer ads as they are by quality programming. The report finds 59% of drivers say fewer commercials would make them switch stations less often — a smaller share than those who cite more interesting or personalized content. For podcasters, that’s encouraging: listeners reward relevance and creativity more than ad absence.

The next growth engine for video podcasts may not be on phones or TVs — it could be inside the car. Gracenote says nearly half of vehicle owners say video access inside the car is now important, signaling new opportunities for creators and publishers who produce video-first shows.

The report finds 44% of vehicle owners say it’s “very or somewhat important” to offer passengers video content, and 55% say rear-seat entertainment for children is important. As screens become standard features the report suggests a shift from thinking of the car as an audio-only environment to one where podcast networks can experiment with multi-sensory experiences.

U.S. adults now spend more than 17 hours each week surfing the internet on their smartphones, up from nearly 13 hours just three years ago. As a result, in-car media engagement remains largely tethered to phones. Yet 54% of U.S. say they would use in-dash infotainment systems if the experience were better. For podcast publishers, those numbers underline why frictionless discovery — through voice, recommendation engines, and better dashboard integration — will be critical to capturing in-car audiences.

The report says 70% of U.S. drivers want their dashboard systems to organize all available content regardless of where it originates, while 64% want recommendations, and 51% want brief news updates. That’s a signal that Americans expect blended experiences where radio, podcasts, and streaming coexist in the dashboard.