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US Connected Cars 2023

Automakers and Tech Companies Vie for Control Over the Next Advertising Battleground

About This Report
The number of US connected car drivers will reach about 175 million in 2027, and the systems they use will become more sophisticated as electric vehicles and embedded car operating systems become more common.
Table of Contents

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.

Here’s what’s in the full report


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Table of Contents

  1. Executive Summary
  2. Connected cars add drivers and capabilities.
  1. Tech companies and carmakers compete for control of new systems.
  2. Sources
  1. Media Gallery


Yoram Wurmser


Eleni Digalaki
Principal Analyst
Gadjo Sevilla
Senior Analyst, Connectivity & Tech
Andrew Spink
Forecasting Analyst
Courtney Varela
Senior Researcher, Client Requests
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