StreamTV Show Panel Sees Cars Emerging as Next Big Screen for Content and Advertising June 17, 2026 DENVER — Autonomous vehicles may not yet be a mainstream reality, but media and technology executives speaking June 16 at the StreamTV Show’s TVREV Summit said the automotive sector is rapidly becoming one of the industry’s most important new entertainment and advertising platforms. During the panel discussion “Beyond the 30-Second Spot: New Paths to Monetization,” executives from TiVo owner Xperi, Stingray, Magnite and Merzigo discussed how media companies are finding new ways to generate revenue as viewing continues to fragment across streaming, social video, home screens and other connected environments. One of the most intriguing opportunities, panelists said, is the connected car. “Automotive is probably the fastest growth opportunity,” said Scott Maddux, VP of global content strategy and business at TiVo owner Xperi. “Every new car is shipping with at least one big screen. Second screens are coming this year.” Maddux noted that TiVo launched second screens with Mercedes-Benz in January and plans to launch with BMW in the coming months as automakers increasingly transform vehicle dashboards into entertainment hubs. “Not many people are reaching into their car and are thinking about video,” he said. “But autonomous [vehicles are] hitting the road now and starting now.” Maddux said the transition is already underway in Europe, where certain BMW vehicles equipped with Level 3 autonomous driving technology can display video content while operating under approved conditions. “Even on the Autobahn, below 60 kilometers, you can watch video,” he said. “And that’s happening now.” The opportunity extends well beyond traditional entertainment. TiVo already delivers entertainment experiences across smart TVs, pay-TV platforms and automotive systems, and Maddux said the company is beginning to package multiple advertising opportunities together, including home-screen placements, FAST inventory and interactive advertising