Seatback vs. Smartphone: Inside British Airways’ New Streaming Trial

Recently, British Airways announced plans to introduce streaming entertainment services on select long-haul aircraft, marking what appears to be a significant shift in the airline's entertainment strategy. However, the decision to trial this technology on aircraft that already feature comprehensive seatback entertainment systems raises some eyebrows.

Hopefully this won't be the end of seatback entertainment

The BYOD Market Opportunity

The wireless in-flight entertainment market, particularly the "Bring Your Own Device" (BYOD) segment, has attracted considerable industry attention. Experts have projected this market will reach $3.53 billion by 2025, encompassing both in-flight Wi-Fi services and streaming entertainment platforms.

Traditionally, BYOD solutions have been most applicable to short-haul operations, where airlines either never installed seatback entertainment or have been removing screens to reduce weight and maintenance costs. The logic is straightforward: providing streaming entertainment on aircraft without existing systems genuinely enhances the passenger experience.

British Airways Curious Implementation Strategy for Streaming

British Airways' approach, however, takes a different direction. The trial will launch on their Airbus A380's, Boeing 787-9 Dreamliners equipped with Wi-Fi, and Boeing 777-200 aircraft featuring older entertainment systems. All of these aircraft already possess functioning seatback entertainment with extensive content libraries. I say functioning, even though I'm sure all travellers will know someone whose in-flight entertainment screen has broken at some point....

Passengers will be able to access the streaming service through the standard in-flight Wi-Fi portal, where they can select from a range of movies and television shows. While this provides an additional entertainment option, the practical benefits for passengers who already have access to larger screens with more comprehensive content libraries remain unclear.

One screen White Lotus, the other Blue Planet?

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What makes this strategy particularly puzzling is British Airways' decision to exclude its narrowbody fleet from the trial. Many of these aircraft operate flights lasting four to five hours to destinations such as Amman, Jordan, and Cairo, Egypt, without any entertainment systems whatsoever. Introducing streaming services on these routes would address a genuine passenger need and provide a competitive advantage over budget carriers.

Instead, the airline has chosen to focus on long-haul operations where the incremental value proposition is less obvious. If British Airways truly sought to enhance passenger entertainment experiences, one might expect initiatives like Bluetooth earphone connectivity, live television streaming, personalized recommendations for frequent flyers, or the ability to resume content across flights.

Could this barebones seat on Japanese airline Zipair be the future? - Photo from Upgraded Points

The Operational Consideration

From an operational perspective, seatback entertainment systems present several challenges. They add considerable weight to aircraft, increasing fuel consumption. The initial installation costs are substantial, and ongoing maintenance requirements are significant as technology evolves rapidly, making systems obsolete within relatively short timeframes.

By shifting entertainment delivery to passenger devices, airlines can transfer these costs and responsibilities to travellers while potentially improving their operational efficiency. The streaming model also allows for more flexible content updates, and potentially exclusive offerings to certain destinations, a feature not available for seatback screens.

However, this approach presents its own challenges for passengers. Not all travellers are equipped or inclined to manage their own entertainment systems during flight. Issues include battery life management (Emirates recently banned power banks from use in-flight), device positioning in cramped seating arrangements (especially when the person in front reclines), and the physical strain of viewing content on smaller screens for extended periods.

The traditional seatback system does offer certain advantages: consistent screen size, dedicated power supply, ergonomic positioning, and universal accessibility regardless of passenger device ownership, technical capability, or nationality.

British Airways' Gatwick-based leisure operations may be watching this trial with particular interest. Those routes, typically featuring cost-conscious leisure travellers, could provide an ideal testing ground for streaming-only entertainment systems. Holiday passengers might be more accepting of device-based entertainment, especially if it helps keep ticket prices competitive.

Is This the Future Then?

British Airways' streaming entertainment trial represents an interesting case study in airline innovation. The trial's success will likely depend on passenger acceptance of increased personal responsibility for entertainment management, balanced against the convenience and reliability of traditional seatback systems.

Whether this represents genuine service improvement or a first step toward cost savings remains to be seen. I guess we'll have to wait and see.

Sam

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