New Delhi, Apr 17 (IANS): The consumers are now requesting and demanding access to their favourite streaming services in the car, and in some cases, even in the front seat, according to a new report.

Rear-seat support for brought-in devices such as DVD players and USB drives have been around for more than a decade, but this situation is fast changing, according to a Strategy Analytics report in collaboration with OTT and hybrid TV solutions provider Vewd.

The report examined different OEM approaches to implementing in-car rich media streaming, and the importance of considering rights and licensing in formulating a successful strategy.

"However, media rights and distribution can be a minefield of limitations in terms of intellectual property rights, device, and regional distribution restrictions," the findings showed.

"While the end consumer simply ‘wants what they want,' successful implementation of rich media streaming in the car is a highly complex and intricate proposition that requires knowledge, experience and relationships in the industry," said Edward Sanchez, senior analyst.

It isn't something that should be approached casually, he added.

The provision of in-vehicle connected services is forecast to be a significant revenue generator for car makers in the future, "with the availability of streamed entertainment services set to become a key factor in the buying decisions of car buyers," said Vincent Duval, Head of Automotive Business Development at Vewd.

Finding the right partner to navigate through the fragmented global media landscape is essential for automotive OEMs wishing to build in-vehicle systems that make the most of this growing opportunity," he noted.

Vewd makes OTT possible on almost 30 million connected devices each year.