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…
Continue reading: American Bringing Back Seat Back TVs On Narrow Body Planes? “Stay Tuned”
Share your questions, experiences, and thoughts below.
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.
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.
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.
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.
No, they are not “too late”… they can ‘correct’ it. Let’s applaud AA for changing course.
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!
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.
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
Dollar short day late
They’ll probably reverse the strategy after spending loads of money
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!
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.
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.
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.
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.
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.
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.
@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.
You could say same about hotels. Ditch tv. Make people use their phone. Oh wait. That would be stupid.
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.
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.
Their Flight attendants and most of the staff is awful. Occasionally run into someone helpful at AA and it's game changing and surprising.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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
I never use IFE but I do think it sends a subconscious signal of not being on Spirit
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!
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 have a tablet and phone. I only use IFE fir the map. I don't care about you. Keep them out.
Have you flown Icelandair recently? Their A321neos have the fancy new Panasonic IFE with beautiful 4K OLED displays and built-in bluetooth. Icelandair uses said screens to play a 10-15 minute advertisement reel on takeoff and approach with no option to turn off the screen. I'm pretty sure the sound gets piped in over the cabin speakers too. I'm not completely anti-IFE, but airlines will absolutely use it as a form of revenue generation.
Fixing AA seems easy.
To mAAga is a simple 2 step process.
Step 1:
Thank Vasu Raja for the changes under him.
Step 2:
Undo everything AA did under Vasu Raja.
Before you know it, AA will become very competitive and profitable.
Only crAAppy airlines lock you with your kids from San Diego to New York with ZERO screens.
Agreed. It's well known in the industry that many more people use the screens than connect to Wi-Fi.
That's what most people think about TVs/screens, and the revenue of DL and UA (along with recommended scores) support this.
Not sure why this post is triggering all the people suffering from Stockholm Syndrome.
That's your problem for 1) breeding, 2) living in San Diego, andc3) going to the worst city in the known universe. So stuff it, cow whose milk is free.
Grew up in and was educated in the city. Moved to the suburbs when I got a job out there.
I fly United and Delta use seat back screens all the time. Being able to connect to different entertainment offered on a seat back touch screen rather than fumble around with my personal device saves my battery. It also saves me the laborious process of connecting to sometimes iffy on board WiFi if there’s a technical glitch, which happens more often than I would like..
I don’t have a strong opinion other than that AA should do it right or not do it at all. That means buying nice screens and not using them to force passengers to watch a lot of advertising.
I in the James corner on this one. And btw, I can always take my headphones off during advertisements and ignore them. Just like I walk away from TV at home or mute the volume when advertisements pop up. What I absolutely despise and hate is when I click on an article and it gets
covered up and littered with advertisements. That is more of problem for me than an advertisement on seat back screen and I hate it so much!!
I came here to say this same thing. Not having to put away your device to get out of the seat, fumble with wires, have clear space on your tray, are all good things especially on longer flights.
That's because Cousin Poindexter isn't there to set up the wi-fi and they're clueless as to how.
The only negative about IFE screens is that if I power mine off to have less light when I sleep (sometimes the brightness even gets in through gaps around eyeshades), I want it to stay off bar some sort of urgent display on there. I flew on a B6 flight late at night recently and no matter how many times I powered it off, it would come on again after 10 minutes and show ads until I turned it off again! Couldn’t drape something over it since seat in front of me was occupied.
I’m a book reader when I fly but I sure miss the route map availability.
After they study (hire Vasu as
con-sultant), decide, and finally re install seat back screens with GREAT FANFARE might they look at their lingering flight attendant apathy problem. Don’t get me wrong, most flight attendants do their difficult job with great professionalism and courtesy. Every few flights, however, there seems to be a flight attendant determined to spread their anger, bitterness and ill will at will for no apparent reason.
I’m a book reader when I fly but I sure miss the route map availability.
After they study (hire Vasu as
con-sultant), decide, and finally re install seat back screens with GREAT FANFARE might they look at their lingering flight attendant apathy problem. Don’t get me wrong, most flight attendants do their difficult job with great professionalism and courtesy. Every few flights, however, there seems to be a flight attendant determined to spread their anger, bitterness and ill will at will for no apparent reason.
what an idiotic and stupid comment to make. it makes no sense to say what you did. may you have a baby that cries incessantly next to you on your next flight. what an idiot.
Thatfully that Vasu guy or whatever his name is has been booted by AA. He made a poor airline bad. Dufus
I get the efficiency argument around personal devices, but I think the market reality tells a different story. Two of the big three have kept seatback screens, and one hasn’t and it’s pretty clear which product feels more premium to the average traveler.
Also, personal devices aren’t always a true substitute. For a lot of people, phones are tied to work, messages, payments, etc., so using them doesn’t really feel like disconnecting. A seatback screen creates a more relaxed, “offline” experience, especially on longer flights.
I also wonder if this is one of those cases where frequent flyers/reviewers see it differently than the broader market. A lot of premium demand today is increasingly leisure based, where comfort and perception matter more than efficiency.
Even if screens aren’t strictly necessary, Delta and United have a clear edge in look and feel, and that likely plays a role in attracting higher-paying passengers. At some point perception matters just as much as practicality.
Cool well when you start an airline you can ban all kids and parents. Until then, I guess AA may have found it beneficial to bring screens back, in part because of kids. But I’m sure they will value your feedback.
A sign of “above average intelligence” is using your own device on a plane? Wow, I never knew! So many low IQ people in biz I guess s
Maybe American needs a SONG to get back on track. Apparently the SONG approach to seatback entertainment almost 20 years ago provided significant enough data to influence AVOD entertainment on DL to this day. However, is this data still relevant in 2026? I guess we will know soon enough, cause apparently it hasn’t benefited B6 all that much or they would not be as disadvantaged as they seem to be presently.
Although James doesn’t have a tablet and (as he stomps his foot to proclaim) won’t buy one, the vast majority have, at a minimum, to entertain themselves.
IFE is expensive to procure and install. IFE is excess weight to carry. IFE is constant broken; it’s expensive to maintain and then pay compensation (because everyone wants something free.
Ditch IFE! Tell people to bring their own devices - and tell James to bring a book!
The tablet/iPhone holder does not work for me - I have an iPad Pro that is too large for the holder and I have zero interest in watching IFE on my iPhone or carrying around a second smaller tablet.
This is a positive development. Those who prefer to use their own device can continue to do so, those who like having the map up on the IFE while using their personal device to watch movies or read books can do so, those who prefer to turn off the IFE or plug in their device into the IFE to watch their own downloaded content can do so, those who have no interest can turn off the IFE.
This provides more choices for a broader audience rather than the current set up which offers less choices. Not to mention IFE can turn into a positive customer service feature (I.e. want another can of soda? Feeling peckish and want to purchase a snack? Want to pull up some flight/travel information? What meals will be served on the flight? Need to put in a request for help with the FA?) without needing to rely on the call button or flagging down an FA.
The upside by far outweigh the downside.
The lack of seatback IFE signals the lack of care for passenger experience. If passengers don't want IFE and prefer streaming through personal devices, AA should rip them out on all their long-haul aircraft, including in business class. Let's be on ZIP Air, business class. Just because a segment of passengers prefer doing without IFE, it doesn't mean it is the right decision. The argument of fuel efficiency is silly, as all the airlines, including AA, are adding more and more premium seats, which weigh a ton. Give me a break.
The true insult is how often AA's USB charger doesn't work in flight. They tell passengers to use their personal devices, yet don't provide reliable charging. With mobile power bank catching fire left and right on flights, AA's lack of IFE is a joke.
Los Angeles is the worst city in the known universe. A festering, hemorrhoidal, prolapsed asshole of a city for which the only cure is complete nuclear annihilation.
The proletariat are starting to get it …. pay with points, pay peanuts and get treated like monkeys.
Get treated like monkeys by the U.S. airlines and the proletariat start acting like gorillas. This monkey business is changing and hopefully for the better. If the proletariat are entertained while travelling from feeding ground to playground, then the gorilla types might well behave …. Yes? …. 🙂
Fortunately despite their great size and strength, Gorillas are much more peaceful and gentlemanly than any monkeys. In parts of Asia monkeys have learnt to steal smartphones from tourists and then withhold them until given a suitable number of sweet treats.
Don’t care. I packed my phone and tablet with plenty of content. Just stop selling me damned credit cards.
Yesterday we were teaching my 10 yr old grandson about the term "competitive advantage" and he said that is like Delta having a TV screen and AA not. "Isn't that a competitive advantage papa?" I said yes. You understand that word completely.
I agree that the seatback entertainment needs to return. I've been an avid American traveler for a long time and the shift that this company took after the US Airways merger has been horrendous. Getting this back is a start, but after they spent so much money to remove these systems, should they spend that much again to reinstall or should this be added through aircraft purchases and attrition? I just don't want travelers to absorb that cost. Greed has cost American big time. They really need to focus on customer service, ontime performance, and I wish if anything, they consider removing a couple of rows to increase seat pitch for everyone. They did this years ago under legacy leadership and it was amazing before this was reversed and actually packed in more seats. They retired fairly young widebodies (A330s) during covid and regretted it when 787 delays happened. This helped manifest fleet shortages and delayed new route startups. The current leadership is running American into the ground. It's basically a high end low cost carrier at this point. Hopefully it's not too late.
I avoid AA domestic flights because of the lack of an IFE unit.
That's just too Southwest and Frontier for me.
Not only improving the airline reputation, but this is actually much easier now financially too. Icelandair on their latest fleet have large tablets fixed into the seat back seeming to be running on their wifi. Limiting not only the costs but also the amount of weight and wires once needed to provide seatback screens.
With all your quips on this, I can't tell if you're TRYING to be funny or have some issues that need to be dealt with.
The original decision to remove IFE was stupid and I think adding it back is a solid move. However
- Do it in a manner where the box doesn't impede leg/foot room.
- Understand it still does not make up for generay mediocre service and food.
- I'm concerned about the opportunity cost given AA's financial position. Could that money be better spent elsewhere?
Oh, just read your latest quips. Get some help my friend. There's no shame in it.
Oh, just read your latest quips. Get some help my friend. There's no shame in it.
"Stay tuned" regarding seatback screens. This follows the duct tape comments...they can't possibly put the screens in for quite a while until their seats stop being duct taped together.
All the people in here against seatback TV's are tech savvy individual travelers who can afford a single iPad to entertain themselves. The number of elderly passengers, large families, etc who don't/can't afford to come prepared would astound you. If you want to be premium, you have design your experience around the passenger who shows up to the airport with nothing in their hands. That means - at minimum - quality food for sale and a screen in every seat.
It would also amaze you how many people are astounded when boarding long haul flights to see AVOD and a dinner service, expecting their 10+ hour flight to be as bare-bones as the 321 they've connected on. People book away from AA because they don't expect their long haul flights to be any different than their short haul.
And with carrying so many people, the plugs get so much wear and tear and stop functioning.
Just realized the parallels here.
The dumb people who doesn't want the screen and prefer your own device are the same dumb people who doesn't want beverage service and prefer to bring your own bottle.
As of this point, seat back TV is no longer the key issue with American Airlines. How about they go the Alaska Airlines track? Free WI-FI/actually comfortable recliner seats on domestic narrowbody (42-45" legroom)/more premium seats/improved catering... I think they also need a new CEO, who understands that American can only survive as a premium airline, not a glorified budget airline.
The biggest irony of the AA IFE saga was Doug Parker basically saying "everyone has an iPad" while his airline disintegrated and became more of a discount carrier than a premium one. Aka attracting the folks who are most unlikely to own a tablet.
The average traveler loves IFE and doesn't own an iPad. As United follows Delta to have them on all aircraft, it only makes American look much much worse to those customers.
And if the Amazon partnership is true, that alone should cover a decent chunk of the retrofits. The ads/shopping element don't come free and should give AA a solid amount of money for this program
I do care about seat back TVs. It's crazy they removed them. I've been EP for over a decade and anytime I do fly Delta or United I'm reminded by the convivence of being able to watch a movie or the news while being able to respond to emails and messages on my device instead of switching back and forth. Long overdue and I up the rollout is quick.
@ORD so what if “cousin poindexter” isn’t there? The point is people appear to like IFE, so install it?
Give me wifi, an outlet to charge with, and a device holder to put my device any day over a screen.
Screens seem to squeeze out device stands. Downgrade in customer experience.
@Maxwell I always think this on longhaul. I put on the map but the experience would not be worse without a screen!
IFE costs like 10% of cabin outfitting costs, not to mention the additional fuel burn. I would rather cabins get refreshed 10% quicker.
Exactly. AA's rude and overpaid flight attendants are the company's problem.
They should pull a Qantas and deal with their staff.
No, I don't want to fiddle with devices on board. I want a screen already plugged in.
I attach no value to onboard WiFi. I just want to be entertained.
From my partially sighted wife’s perspective, seatback screens are great. She has 50% sight in one eye and could never see the old movie screens with their weak projected images. Her first experience with seatback screens was on a 2002 Virgin 747 round trip to LAX and she loved having the entertainment offer on a screen directly in front of her. Following year we did a round the world BA/Qantas trip and she hated QF as neither of their planes had screens while BA’s did.
Both of us now have tablets but WiFi is often pricey and flakey. Seatback screens have usually worked for us and there is usually at least one decent movie to watch.
When I was doing lot of business class business flying, I saw many new movies on seatback screens.
For leisure flying, Emirates always had the largest steerage class screens and the best selection of programmes so I was never short of entertainment on those long 17 hour DBX-AKL segments.
No need for seatback IFE. I have my iPad loaded if I really have something I must see and the BYOD content is great. The free Wi-Fi on AA is more than adequate. The mouth breathers that need a screen installed can't read or entertain themselves any other way.
AA customers who say they bring their own device and don't care blah blah blah....always miss the point. Which is - it's about having options. And it's ALWAYS better to have options, than not. I don't know anyone pigheaded enough (well maybe except for TravelinPenis) who would say having options is a bad thing(!)
I personally believe that seatback TV’s are a top priority for AA. The lack of screens proves a real challenge for travelers who don’t carry a laptop or I Pad and watching movies and content on a phone is subpar. As a long term Executive Platinum member installing seat back screen and keeping content up to date is key in improving American’s reputation and upgrading its in flight offering.
I personally believe that seatback TV’s must be a top priority for AA. The lack of screens proves a real challenge for travelers who don’t carry a laptop or I Pad and watching movies and content on a phone is subpar. As a long term Executive Platinum member installing seat back screen and keeping content up to date is key in improving American’s reputation and upgrading its in flight offering.
I would argue that installing high speed satellite such as Starlink would be a bigger improvement. The speed at which Starlink can be installed is pretty quick as long as the aircraft type is certified. It really is a shame how much AA has declined in the past 10 years. I used to be an Executive Platinum on my own dime as I enjoyed flying them so much. Today I am hardly hitting 2 or 3 segments a year with AA
I would think with tech changes that IFE companies would have figured out how to make systems that are easier to upgrade / swap components. (leading to repeat hardware sales)
Think like essentially tablet holders in seatbacks with power/Ethernet run to them. When the devices need upgrading or malfunction pop the screen out and put new one in?
Except the lack of IFE is not causing American to move faster on otherwise upgrading the passenger experience...
Except the lack of IFE is not causing American to move faster on otherwise upgrading the passenger experience...
This may be fine in First class but not in Economy. If I want to work and also watch a show or movie in the background...it's impossible in Economy. The back of seat holders don't work for larger iPads (I have an iPad pro) and watching content on an iPhone is a joke.
Being able to work on my laptop on the tray table while watching content on an IFE screen is the ideal setup.
There's an irony in having premium cabins and IFE at every seat for international flights, and then somehow thinking domestically the consumer base is either completely different or has completely different standards. That would work if all the other airlines thought the same way, but clearly United and Delta have followed a different strategy and the (financial) results speak for themselves.
Do I care about IFE on a 90 minute flight? No. On a 3 hour flight? Yes, I want to work on my laptop while also watching content and there's not enough space for a large iPad Pro and a laptop in economy. Since it doesn't make sense to micro-segment your fleet to have planes that just do 90 minutes, then you build to the lowest common denominator which is having IFE.
From the same airline (ex US Airways) that removed seat power around 2010 to save weight, along with ovens from its aircraft.