• Demand for a premium experience is increasing the importance of in-car entertainment for car buyers in China. In fact, in-car entertainment has now overtaken price and exterior design in terms of factors influencing a car purchase.
• Immersive sound is the most sought-after premium feature in cars, followed by in-car Wi-Fi and multiple entertainment display screens.
• 97% of car owners in China are aware of Dolby
• 9 in every 10 car owners who intend to purchase a new car in the next 6 months are interested in models with Dolby Atmos and Dolby Vision.
• 4 in every 5 car owners believe that Dolby experiences considerably improves the quality of entertainment

Beijing, Buenos Aires, Hong Kong, London, New Delhi, Seoul, Taipei, Tokyo – April 23, 2025

China’s automotive market has steadily grown and matured with an increased demand for EVs and connected cars. Consumers are actively switching from conventional to smart cars, and features are a big draw. According to Counterpoint Research’s In-Car Entertainment Study in China, consumers are giving in-car entertainment systems more importance than factors like price and exterior design during purchase.

Source: Counterpoint Research’s China In-Car Entertainment Study, 2025
Note: Numbers may not add to 100% due to rounding

The demand for premium in-car entertainment features has increased over the last few years with an increase in demand for EVs. According to the study, immersive sound (regardless of the car seat one is sitting on) is the most sought-after premium feature in cars, followed by in-car Wi-Fi and multiple entertainment display screens.

There are many in-car entertainment brands in the Chinese market, catering to all types of cars. However, consumers of mid-to-high-end cars are more likely to expect their cars to come fitted with such a system. Therefore, car OEMs differentiate their premium models by integrating the best technology in their entertainment systems. One such in-car entertainment brand that stands out in the market is Dolby. According to the survey, 97% of car owners in China are aware of Dolby. Car owners consider Dolby as a “professional” and “premium” brand. There are other brands they are aware of but mostly due to experience with their previous or current vehicles.

Commenting on car owners’ attitudes toward in-car entertainment, Senior Analyst Glen Cardoza said, “The Chinese car owner is a very tech-savvy consumer and is aware of different innovations out there. They also pay attention to what their family and friends own. Most car owners are clear about wanting to own the best -in-class experiences powered by technology innovations. Also, people are increasingly spending more time in their cars now. Whether alone or with others, the car has become their personal as well as shared space where entertainment is of prime importance. With experiences in Dolby, car owners and their passengers gain satisfactions when enjoying premium in-car entertainment. Our study found that 9 in every 10 car owners who intend to purchase a new car in the next six months are interested in models with Dolby Vision and Dolby Atmos.

Cardoza further said, “The study shows that 4 in every 5 car owners believe that Dolby experiences considerably improves the quality of entertainment. Music is the universal favorite in all situations for drivers and passengers. Short video clips are a favorite as well. There is an increasing number of consumers opting for movies, TV series, documentaries and podcasts. The activities with high future growth potential include karaoke and high-end in-car gaming.”

The global automotive industry is observing the biggest automotive market not only grow but also mature faster than most other regions. Internal combustion engines are fast losing popularity even as EVs and connected cars penetrate every price tier. Against this backdrop, brand and model differentiation is important and brands like Dolby have a high growth potential here.

About the Study: Counterpoint Research and Dolby conducted a consumer study in China involving in-depth interviews and surveys to understand how owners of cars that feature Dolby experiences as well as prospective buyers define premium audio and video experiences in the car. The study was conducted in April 2025 across five Chinese cities, including Beijing, Shanghai, Shenzhen, Chengdu and Chongqing, with a sample size of 1,252 respondents.

Background

Counterpoint Research is a tech market research firm providing market data, industry thought leadership and consulting across the technology ecosystem. We advise a diverse range of clients spanning smartphone OEMs to chipmakers, channel players to big brands and Big Tech through our offices which serve the major innovation hubs, manufacturing clusters and commercial centers globally. Our analyst team engages with C-suite through to strategy, AR, MI, BI, product and marketing professionals in the delivery of our research and services.  Our key areas of coverage:  AI, Autos, Consumer Electronics, Displays, eSIM, IoT, Location Platforms, Macroeconomics, Manufacturing, Networks & Infra, Semiconductors, Smartphones and Wearables.
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