Xperi Advances Connected Car Strategy with New Audience Measurement Product

Xperi Inc. is taking a decisive operational step to monetize data from connected vehicles. The company is set to unveil a novel in-car radio listener measurement system this week, marking a tangible move to generate revenue from the information gathered by its DTS AutoStage platform, which is integrated into more than 13 million vehicles globally.

The introduction of this measurement technology represents a critical shift for Xperi, transforming raw connected car data into a marketable analytics product. In partnership with the Radio Advertising Bureau (RAB), the system will be publicly demonstrated in a webinar on Friday, December 12, 2025. It promises to deliver real-time listening metrics sourced directly from connected vehicles, offering broadcasters and advertisers an alternative to traditional survey-based measurement methods. This industry collaboration with the RAB is expected to provide immediate credibility for the new standard.

Platform Scale and Active Data

For investors, the distinction between the platform's total installed base and the data actively powering this new product is key. The latest figures from Xperi's third-quarter 2025 report provide clarity:

• Total Vehicle Reach: The DTS AutoStage platform is now deployed in over 13 million vehicles worldwide.
• Active Data Foundation: The new measurement product specifically analyzes daily listening data from a subset of more than 6 million vehicles.

These 6 million daily data points form the statistically significant foundation for the service and highlight a high level of user engagement on the platform.

Should investors sell immediately? Or is it worth buying Xperi?

Financial Positioning and Market Valuation

Xperi is currently navigating a strategic transition, moving from legacy licensing operations toward growth segments like connected car technology. The company's Q3 2025 earnings report illustrated this ongoing pivot:

• Quarterly revenue reached $112 million.
• Xperi reported a positive free cash flow for the second consecutive quarter.
• Growth in the Media and Connected Car segments is helping to offset declines in older business lines.

The equity recently traded between $5.80 and $6.10 per share, giving the company a market capitalization in the range of $265 to $280 million. The continued expansion of its connected vehicle fleet suggests the data-centric business model is gaining scale.

Commercial Implications and Next Steps

The launch of this measurement system is a fundamental test of Xperi's data monetization strategy. The commercial value of the vast data it collects will now face its first real-world assessment. The performance of Xperi's stock in the near term will likely be influenced by the adoption rate of these new data tools among broadcasters and advertisers in upcoming quarters. Friday's webinar will serve as the initial proof point for this potentially recurring revenue stream.