3SS has partnered with Škoda Auto to power a new in-car entertainment service, Škoda Play, based on its 3Ready Automotive platform.
According to the German technology provider, the platform will act as a central entertainment hub within Škoda vehicles, aggregating video content from multiple sources and tailoring it to individual users and specific vehicle models. The service supports live-stream and on-demand formats and may include news, educational programming, themed video and branded content from the carmaker.
Škoda Play is designed to offer regularly updated content libraries and enable the carmaker to distribute service information, how-to guides, product updates, merchandise offers and marketing material directly to vehicle users. The system also provides backend content management and analytics tools, allowing Škoda to curate content, monitor performance and gather audience insights.
The 3Ready Automotive solution is compatible with Linux, AOSP and Android Automotive operating systems and is built on Linux Automotive OS. According to 3SS, this enables rapid deployment and ongoing platform evolution without requiring over-the-air updates for every content change. The platform also allows carmakers to retain full control over UI and UX design to ensure brand consistency.
“We are seeing a growing expectation from our customers to access the same streaming services they enjoy at home directly in their vehicles. The partnership with 3SS for this software will enable a seamless integration of these services into Škoda products, bringing an in-home experience to our vehicles for the first time,” said Petr Kabelka, Connectivity & New Businesses Lead at Škoda Auto.
Felix Walter, Head of Automotive at 3SS, added: “This partnership with Škoda represents a significant milestone in bringing our automotive entertainment expertise to one of Europe’s most respected automakers. 3Ready Automotive is purpose-built to help automakers unlock new possibilities in the software-defined vehicle era, delivering personalised, content-first experiences that passengers genuinely love while providing powerful tools for content management, analytics and monetisation.”
3SS positions its automotive offering as an integration layer between OEMs and content providers, handling technical complexity, content onboarding and updates while manufacturers focus on vehicle design and performance. The company recently showcased deeper media partner integrations at CES in January 2026 as it expands beyond its traditional telco and pay-TV customer base into the automotive sector.
