TuneIn–Stingray Merger Poised To Boost Broadcasters In Cars And Connected TVs.

For broadcasters wondering what TuneIn’s sale to Stingray means for their digital future, CEO Rich Stern says the impact will be most visible in two places where radio distribution is rapidly being rewritten — connected televisions and the car.

Stern says broadcasters should look at the deal through the lens of long-term support and investment. Many view TuneIn as an important part of their digital distribution and monetization strategy. Stern says the question they are asking is whether TuneIn has the wherewithal to continue investing and supporting their business. His answer after the merger is “100% yes.”

Connected TV is where the biggest impact may be. Stern sees it as a major growth frontier for audio — one where TuneIn has “lagged” and Stingray has excelled.

“We’ve done a great job penetrating smart speakers and certain classes of consumer electronics,” he says. But he points to an even larger opportunity ahead in the living room. “The place where we see the biggest opportunity for our broadcast partners over the next three to five years is connected television,” Stern says. “They are really now like whole media hubs.”

Stingray’s footprint is already deep into the CTV world. Stern says Stingray has “significantly more mature” relationships with Samsung, LG, Vizio and others. “The appetite for audio content on CTV continues to grow, and that puts us in a great position,” he says.

Stern also points out some radio stations are already producing video, such as their morning shows, and they could see new distribution paths as part of TuneIn’s integration into Stingray. “Should we be building FAST channels for them? I think that’s something that we can unlock together as a combined company,” he says.

The Car: Preparing For IP-Based Future

On the automotive front, radio’s digital transition is accelerating, and the combined company can help broadcasters stay anchored in dashboards that may no longer rely on AM/FM tuners. Stern says TuneIn and Stingray together put radio in a stronger competitive posture.

“Our ability to working together with the OEMs can accelerate our distribution in the car for both EVs and for legacy vehicles,” Stern predicts. He also points out that automakers are redefining in-car media experiences, with brands retaking control of dashboards from third parties.

Stingray CEO Eric Boyko predicts OEM-branded radio experiences like “Ford Radio” or “Toyota Radio” that blend Stingray channels, TuneIn’s player, and Stingray’s karaoke product could be a result. “I wouldn’t be surprised that in the next 5 to 10 years that Stingray and TuneIn will be embedded in every car manufacturer in the world,” Boyko said. He told analysts last week on earnings call, that it will also be more efficient, since both companies are currently in talks with 20 carmakers on their own.

Stingray’s auto relationships — formed originally through its karaoke product — are a major inroad for TuneIn’s effort according to Stern. “Stingray has a fantastic set of relationships in the auto space,” he says, “and we think we can accelerate our distribution in the car.”

Positive Initial Industry Reaction

Since Stingray’s $175 million TuneIn buyout was announced last week, Stern has received “two to three dozen” messages and calls from radio leaders with mostly positive feedback.

Stern thinks the largest change ahead for broadcasters may not be their sale, but the mindset of what radio distribution looks like across home, car and retail environments. With TuneIn’s smart-speaker reach, Stingray’s CTV footprint, and its automotive ties, he imagines a unified experience in how consumers access audio content.

“It’s exciting to think about how we connect all these dots,” he says.