American Airlines to Bring Seat-Back Screens to More Than 800 Aircraft

American Airlines is making a major change to its in-flight entertainment strategy, announcing plans to equip more than 800 aircraft with seat-back screens as the carrier responds to changing passenger expectations.

For years, American Airlines placed greater emphasis on passengers using their own smartphones, tablets and laptops to access entertainment during flights. The airline is now moving back toward traditional seat-back entertainment, bringing screens to hundreds of narrow-body aircraft across its fleet.

The move represents a significant shift in strategy as airlines increasingly compete on the overall passenger experience, particularly in premium cabins.

The new screens will allow passengers to watch movies and television programmes without having to rely entirely on their own devices. The system is also expected to provide a more convenient experience for travellers on longer domestic and international flights.

More premium seats planned

American Airlines is also expanding the number of premium seats available on its aircraft.

The airline has been investing heavily in its premium offering as demand for upgraded travel continues to grow. More premium seating gives passengers additional options for extra legroom, enhanced services and a more comfortable journey.

For American, the strategy is about more than simply adding entertainment screens. The carrier is attempting to make its aircraft more competitive at a time when passengers increasingly compare airlines based on the experience offered onboard.

A change in direction

The decision to install seat-back screens on such a large number of aircraft is notable because American had previously pursued a different approach.

Instead of installing dedicated screens throughout much of its fleet, the airline encouraged passengers to stream entertainment directly to their personal devices.

That approach reduced hardware and maintenance requirements, but the growing popularity of seat-back entertainment among passengers appears to have changed the equation.

Airlines including Delta Air Lines and United Airlines have also invested heavily in onboard entertainment and connectivity, increasing pressure on competitors to provide similar features.