As we all know, American has become a distant third among the “big three” US carriers when it comes to both profitability and passenger experience. The issue is that American has essentially squandered the past decade plus trying to become less premium, focusing on a strategy of “the schedule is the product.” Suffice it to say that the airline has realized that this strategy doesn’t work (as have employees, customers, and investors).
In recent times, we’ve seen American try to become more premium once again, realizing that’s the only way to compete with Delta and United. So along those lines, it looks like American is considering reversing one of its most controversial decisions in recent years.
In this post:
American may greatly revamp inflight entertainment
CNBC reports that bringing back seat back TVs on most of American’s narrow body mainline aircraft is under “serious consideration,” and a decision could be made as soon as next month. This is according to “a person familiar with the matter,” so we’ll see what comes of this, and this remains highly unconfirmed.
This would be part of a larger revamp of American’s inflight entertainment on narrow body planes. The plans also include discussions with SpaceX’s Starlink, and Amazon’s Leo, to potentially provide higher speed inflight Wi-Fi.
American is also reportedly in talks with Amazon about providing content for the seat back entertainment, which could include Amazon Prime, music, and potentially shopping, allowing customers to redeem AAdvantage miles for purchases (not that it would be a great value). It goes without saying that any project to add back seat back TVs would be costly and take years to complete.
American did recently roll out free inflight Wi-Fi on most aircraft, in partnership with Viasat. However, Delta definitely has the edge when it comes to entertainment overall, while United is currently on track to become the industry leader, between introducing modern seat back entertainment on most planes, while also rolling out Starlink Wi-Fi.
Adding credibility to the concept of this report, JonNYC points out that American’s fairly new Chief Commercial Officer, Nat Pieper, was at Delta back in 2009-2015, and was head of fleet of the airline, and that’s largely when decisions were made to introduce seat back TVs.
My take on American’s potential reversal on entertainment
It’s nice to see American trying to improve its passenger experience as of late, as we’ve really seen the airline make some strides. As I’ve repeatedly said, here’s the issue, as I see it, in terms of this strategy having a material impact:
- American is a distant third to Delta and United when it comes to passenger experience, financial performance, and service, and those airlines are also greatly investing in their experience, so it’s hard to catch up under those circumstances (not that I trust his narrative, and he’s certainly biased, but United CEO Scott Kirby thinks that American is totally cooked)
- The biggest issue is that American has completely squandered the past decade, and the fact that the airline went from installing seat back TVs to just ripping them out years later is absolutely wild to me; the airline literally spent money to make the passenger experience worse
- I actually don’t think that lack of seat back TVs is among American’s top five issues, and I think what’s most important is focusing on customer service, reliability, expanding its long haul route network, etc.
Here’s the thing, and this is something that I’ve said pretty consistently. I understand that in theory seat back TVs are appealing, but I’m actually not someone who cares all that much about them.
I might be in the minority, but the issue is that technology is changing at such a fast pace, and it’s incredible how fast a cabin with TVs can go from looking modern and cutting edge, to just looking terribly outdated.
So yeah, if American introduces seat back TVs, that’s great. I don’t think it’s a game changer, necessarily, and I care more about the airline introducing true high speed Wi-Fi, like Starlink.
Bottom line
American is reportedly seriously considering reintroducing seat back TVs throughout its narrow body fleet, along with adding higher speed Wi-Fi. American has fallen behind Delta and United in recent years when it comes to customer experience, after first introducing TVs, only to then spend years ripping them out.
While I don’t think TVs as such will solve American’s problems, it is a sign that American management realizes the extent to which they’ve screwed up. It remains to be seen if American can actually make up lost ground, or if it’s too late to right the ship.
What do you make of the prospect of American adding back seat back TVs on narrow body planes?
That would be great news, bringing back IFE TVs on all planes
I have a tablet and phone. I only use IFE fir the map. I don't care about you. Keep them out.
You… fine Illinois brethren, you…
Kind of baffled by all the people here who are actively AGAINST seat back TVs. If you don’t want to watch a show on them, the solution is simple: don’t. But I don’t have a tablet and I’m not going to buy one just to fly AA. And watching a film on my phone is a thankless experience. Seat back TVs gives passengers a choice. At the moment the lack of IFE is a reason that I try and avoid AA.
I never use IFE but I do think it sends a subconscious signal of not being on Spirit
I'm in the camp of not having IFE. After they ripped them out, I learned I prefer the device holder that hold my iPad at eye level vs putting on the tray table forcing me to look down and strain my neck after 45-60mins. If I want, I cant stream their IFE content to my device or watch my own content comfortably. This ability to choose and not sacrifice comfort is a huge plus for...
I'm in the camp of not having IFE. After they ripped them out, I learned I prefer the device holder that hold my iPad at eye level vs putting on the tray table forcing me to look down and strain my neck after 45-60mins. If I want, I cant stream their IFE content to my device or watch my own content comfortably. This ability to choose and not sacrifice comfort is a huge plus for me. Unfortunately many people would rather have a shiny screen that isn't theirs presented to them with more limited content. I see most people with a tablet but they still watch movies and shows on their phone.
With that logic we should remove them on international wide bodies too right??? Everyone can just use their iPads on the 15 hour flight to Australia. Incredibly close minded take here!
They need the screens if they want to be premium. Regardless of whether people use them (and many will), I've said many times that seeing the bright glow of the screens when boarding immediately has an tangible effect on how you perceive the flight and airline (assuming they're not ancient). The under seat boxes are non-existent on modern installations and won't be an issue.
AA as always playing catchup to its competitors.
I prefer to use my own iPad in the seat back holder. Then when movie is over - I can use it to browser internet.
I don't like boxes under the seats to support the seatback displays.
Even on UA - I will still use my iPad over the UA screen. Screen is smaller and sometimes has issues.
Year 10 of repeating how the "customers only care about price" mantra was idiotic. Love being right. I love less how idiot executives get paid millions to keep making the wrong decision.
Unfortunately Doug Parker is now on the board of Qantas, inflicting this rubbish on the Australian consumer. No TVs on an 8 hour flight from Brisbane to Manila.
Huh. Imagine that. AA (and a lot of people on here) thought we'd all be happy trying to watch video from our personal devices. Looks like that has proven to be something enough passengers felt differently enough about to force a change. Nothing like the power of consumerism.
They need to have them. I only have a laptop and am not buying an ipad just so i can occasionally watch something on american airlines. When I do watch on my laptop, I have to put it away during meal service, and the power plug often does not work.
When you board a plane without screens, you feel like you're on a greyhound bus, even if it's brand new. That just is the truth.
I have to say those people saying IFE isnt a big differentiation I would encourage them to look at how many people are using them during any given flight (hint its the majority of them.
Personally I like them for several reasons. Charging, ease of not having to get out my personal device and either set on the tray table or awkwardly hang it on the seatback, If I want to work on the...
I have to say those people saying IFE isnt a big differentiation I would encourage them to look at how many people are using them during any given flight (hint its the majority of them.
Personally I like them for several reasons. Charging, ease of not having to get out my personal device and either set on the tray table or awkwardly hang it on the seatback, If I want to work on the computer I can watch TV at the same time. Keeps the kids occupied. Its just easier.
Can you say its driving profits? When AA's biggest competition is United and Delta, they are behind in all areas so its part of it.
A nice to have for me but not a necessity as movies today have become so bad. I watched a remake/second edition of Predator last night flying from CLT to MIA (772) and I just kept thinking who would pay money to watch this movie.
What I do miss is the moving map.
“Back in my day…” *facepalm*
Yeah, what an innovative, fresh thought.
People can talk all they want about not using TVs but every flight I'm on I see more than half the people using them.
As someone flying frequently on AA, I’d love for IFE seat back monitors to come back. The AA library is pretty good and it’s more comfortable to watch seat back than to figure out how to place the iPad or computer without ending up with neck pain.
Use the device holder. It is there so you can watch your device and your content in a comfortable position. I'll take my own device and the greater under seat room any day
@maxpower
You are right. They should do something inique. Put the seatback screens on seat cushion where people sit. That would make AA a unique place.
The best feature of the IFE is a charging port that is not under the seat. It's probably a good way to get newer, faster charging USB-A and C charging ports in the faces of customers. The screens themselves don't cost that much money anymore.
Meanwhile, AA's free wifi has been... surprisingly good? Working just fine for me gate to gate. That's been a real improvement.
Of course, the flights always seem to be running...
The best feature of the IFE is a charging port that is not under the seat. It's probably a good way to get newer, faster charging USB-A and C charging ports in the faces of customers. The screens themselves don't cost that much money anymore.
Meanwhile, AA's free wifi has been... surprisingly good? Working just fine for me gate to gate. That's been a real improvement.
Of course, the flights always seem to be running late and always seem to have mechanical issues. That's the real problem.
The issue is that the current charging ports where you plug in your wall charger is that most times, they’re outdated and if you use your personal device, it doesn’t charge or loses battery as time goes on.
I agree. That's why getting new IFEs could be helpful because it can facilitate charging.
Sure, the "premium feel" is somewhat important as well.
Totally agree that seat back IFE is not ACTUALLY that big of a deal to most people these days, but for whatever reason it’s perceived to be a massive differentiator of “premium” vs “budget”. As dumb as it is, I don’t see a way around putting them back in to appease analysts and influencers into calling AA premium again. Dumb, but it’s the times we live in.
Universally polite and helpful staff, with serious...
Totally agree that seat back IFE is not ACTUALLY that big of a deal to most people these days, but for whatever reason it’s perceived to be a massive differentiator of “premium” vs “budget”. As dumb as it is, I don’t see a way around putting them back in to appease analysts and influencers into calling AA premium again. Dumb, but it’s the times we live in.
Universally polite and helpful staff, with serious consequences for being rude, would change AA overnight. But that’s not even fully a management problem.
Their Flight attendants and most of the staff is awful. Occasionally run into someone helpful at AA and it's game changing and surprising.
If you walked into any hotel with no tv i best most would never go back. Let us see. Service, clean rooms, bar, restaurant, all are important but no tv…i no come back. All hotels have a tv…planes should have seatback monitors also.
I one for one much prefer the angle of watching a movie on a seatback TV rather than my laptop. Also, why doesn't AA install seat back entertainment just in first class and in their main cabin extra seats. This could be another differentiator to get customers to pay more for these seats.
AA is one hot mess. Removing the TV and adding more seats - I guess the strategy is not paying off. They clearly have no strategy and don't know what they are doing. At this point it's desperate measures as they are losing ground. First not investing in product and service, and on top of it not looking after their loyal customers. UA and DL have done a much better job. Not perfect, but for sure better than AA.
Dollar short day late
They’ll probably reverse the strategy after spending loads of money
You really hit the nail on the head, Lucky.
The issue to me isn't whether they have seat back screens or not. No carrier outside of Jetblue has them consistently in the US though Delta certainly has enough installed where it appears consistent to many.
The issue is this whack a mole way of getting to premium copying others vs a clear strategy of "this is what we want our experience to be" and making...
You really hit the nail on the head, Lucky.
The issue to me isn't whether they have seat back screens or not. No carrier outside of Jetblue has them consistently in the US though Delta certainly has enough installed where it appears consistent to many.
The issue is this whack a mole way of getting to premium copying others vs a clear strategy of "this is what we want our experience to be" and making something unique to AA they can market and advertise.
What are they really going to get on a marketing bleep about new IFE? "Hey, we have it back now if you use it?"
There's just little done that seems to be a unique strategy to AA or a unique advantage to AA.
They had the only fleet wide high speed wifi for years and just squandered any marketing advantage vs Seatback screens (i'd take a plane with free high speed wifi over a plane with screens any day of the week) with $20-$30 price points
Every “premium” airline should have IFE seat-back screens; free WiFi; ample charging-ports. It’s 2026. Delta and jetBlue do it. American is wising up. United still charges $8/800 points for WiFi, which is hella lame of them.
The World Class airlines have made improvements hand over fist, while the U.S. airlines are content to languish just above or very much below, the low and ultra low cost carriers from around the globe.
seatback TVs are useful if the power sockets are damaged, unavailable etc.... Want to make a back-of-the-bus family like ours happy? skip the seatback - guarantee a plug for every. single. seat, one that works every time, all the time. and Starlink or Leo. At that point I know kids can stream their crap and not worry about losing juice, and I can relax.
They need Starlink on their planes and to ditch the Panasonic WiFi that’s awful. I wouldn’t mind seatbacks. It is noticeable that delta and United have them and American doesn’t.
The thing is… United does not consistently have seat-back IFE, even on some of their Max. Delta and jetBlue are the most consistent with IFE and free WiFi. American and United need to catch up!
In my opinion they are too late. I haven't used seat back entertainment in forever (even on long haul). Especially with Starlink personal devices now work pretty well, so I believe reinvesting into seat back will be expensive without much upside.
No, they are not “too late”… they can ‘correct’ it. Let’s applaud AA for changing course.
I also rarely use the IFE. I didn't think that many did with iPads and phones, and the ability to choose what they want on that and download before hand. That being said, I started paying more attention to it, and I'd say the majority still do. My whole family does, despite me downloading endless videos for them on their devices before we leave. My brother does and doesn't even have an iPad. He's 39...
I also rarely use the IFE. I didn't think that many did with iPads and phones, and the ability to choose what they want on that and download before hand. That being said, I started paying more attention to it, and I'd say the majority still do. My whole family does, despite me downloading endless videos for them on their devices before we leave. My brother does and doesn't even have an iPad. He's 39 and very tech savvy, building his own comps and such. My parents use the IFE who are older, and don't bring iPads. Once I started paying attention, I realized maybe I was the outlier. I thought it was wasted weight. Then the most recent long haul I was on, I didn't realize it but all my downloads expired.... thank god for the IFE, o/w I'd be reading the safety card.
Why would you spend all that time and money installing screens when everyone brings their own screen onboard with them?
Just invest in Starlink WiFi!
You could say same about hotels. Ditch tv. Make people use their phone. Oh wait. That would be stupid.