Infotainment To Unlock 14 Billion Dollars In Auto Revenue By 2030
December 16, 2025
Munich, December 15, 2025 – Oliver Wyman, a global management consulting firm and a business of Marsh McLennan (NYSE: MMC), today revealed that the global market for automotive infotainment solutions is set to grow to $14 billion by 2030, an increase of $5 billion compared with 2025.
The study, Digital Aftersales: The Revenue Engine Inside the Vehicle, which surveyed over 2000 consumers in Germany, the United States, and China, finds a strong willingness to pay for in-car infotainment, which includes navigation services, technical vehicle upgrades and diagnostics, telematics, mobile-office solutions, and entertainment. About 40% of the respondents said they would switch away from their preferred brand if a competitor offered a more attractive infotainment package. In Germany the share is 33% — below the survey average — while China leads at 58% and the United States follows at 44%. Nearly half of respondents (48%) said it is important for at least one infotainment application to be available in the car, and roughly half expressed a willingness to pay for such features.
The findings point to a growth market for original equipment manufacturers (OEMs) and an opportunity to create recurring revenue streams beyond vehicle sales. At the same time, automakers face competitive pressure. A significant share of consumers in Germany, China, and the United States say they would consider switching brands if rivals offer better infotainment options.
Potential subscription spending also varies by country. Germany averages $43 per month, the United States just under $41, and China about $47. Across the three countries, Generation Z (up to 29 years) and Millennials (30–44 years) show the highest willingness to pay at $45 per month each; Generation X (45–60 years) averages $38, and Baby Boomers (61–79 years) $30. The most requested services are navigation, vehicle upgrades, and assistance features such as roadside help and automatic accident notifications.
Five technology areas within the Technology Stack are essential to building infotainment offerings, the HumanMachine Interaction (HMI) layer, applications (Application Layer), middleware, operating systems (OS), and hardware. According to the study, manufacturers must decide whether to develop these technical capabilities inhouse or to partner with IT and entertainment specialists that cover one or more areas.
Andreas Nienhaus, Partner in Automotive and Mobility and part of the Private Capital practice at Oliver Wyman, said: “Automakers now prioritize infotainment and the Softwaredefined Vehicle (SDV), launching initiatives and partnerships to embed digital services and central computing into cars. Targeting Gen Z and Millennials, these services enable subscriptionbased lifecycle revenue and new customer engagement ecosystems. Manufacturers that act decisively on development, partnerships, and commercialization can accelerate growth and attract privateequity investment, while hesitation risks being overtaken by faster competitors.”
About the study
The study is based on responses from more than 2,000 consumers: approximately 1,000 from Germany and around 500 each from China and the United States. The survey was conducted online from mid-August to mid-September 2025.
About Oliver Wyman
Oliver Wyman, a business of Marsh McLennan (NYSE: MMC), is a management consulting firm combining deep industry knowledge with specialized expertise to help clients optimize their business, improve operations and accelerate performance. Marsh McLennan is a global leader in risk, strategy and people, advising clients in 130 countries across four businesses: Marsh, Guy Carpenter, Mercer and Oliver Wyman. With annual revenue of over $24 billion and more than 90,000 colleagues, Marsh McLennan helps build the confidence to thrive through the power of perspective. For more information, visit marshmclennan.com, follow us on LinkedIn and X.