Why seatback IFE is core to United Airlines’ premium push

LOS ANGELES — Is it possible for an airline to be genuinely premium without installing seatback IFE screens across its fleet? Could United Airlines have pulled off its premium push, and be seen as in the same league as Delta, without seatback IFE? That’s the thrust of a powerful question posed by Airline Passenger Experience... The post Why seatback IFE is core to United Airlines’ premium push appeared first on Runway Girl.

May 26, 2025 - 20:00

Why seatback IFE is core to United Airlines’ premium push

LOS ANGELES — Is it possible for an airline to be genuinely premium without installing seatback IFE screens across its fleet? Could United Airlines have pulled off its premium push, and be seen as in the same league as Delta, without seatback IFE?

That’s the thrust of a powerful question posed by Airline Passenger Experience Association (APEX) chief executive officer Dr. Joe Leader to United director of inflight entertainment Dominic Green during the APEX TECH conference in Los Angeles after Green revealed that almost 700 aircraft in the carrier’s fleet are now fitted with seatback IFE, and 1,000 are expected be fitted by late 2026 or early 2027.

The question is a timely one. After all, United is presently rolling out SpaceX’s Starlink Ku-band Low Earth Orbit (LEO) satellite-supported inflight connectivity service to support free Wi-Fi for loyalty members. And, as each aircraft is equipped, passengers can use the low-latency service to — in United’s own words — “watch live TV, the latest episode of their favorite streaming show, or play live games.”

Responding to Dr. Leader, Green said that, in his personal view, embedded IFE “is central to a kind of core product offering for us.”

I don’t think you offer a truly premium product if you are not offering a seatback screen. We do a lot of research with our customers, a lot of focus groups, and they told us that really clearly.
We talked to them about streaming, connectivity, and [they shared] ‘it’s great that we can get on with Starlink and do pretty much anything we like, but we still want you to offer a premium content offering that’s curated for us in the seatback screen.’
It’s the same when you go home, unless you’re that kind of, you know, angsty teenager that sits in the corner of their bedroom watching stuff on their phone. Most people go and watch stuff on the big screen. It’s the better experience, and that’s what we’re trying to reflect.

In the clearest signal yet that United is ‘all in’ on the seatback IFE experience for passengers, the US major recently unveiled new Elevated interiors for its forthcoming new Boeing 787-9 Dreamliners.

During an event at the Brooklyn Navy Yard in New York, management confirmed that United will offer the largest seatback IFE screen in America as part of its new front-row, business-plus Polaris Studio product: a 27″ 4K OLED touchscreen from Panasonic Avionics.

Massive IFE screen in Polaris Studio, which also enables a companion to join the passenger in the suite.

Polaris Studio will be available in the front row of United’s two business class cabins aboard the 787-9, equating to eight suites. Image: Chris Sloan

That ‘big screen theme’ is prominent throughout the rest of the Dreamliner. As showcased by United via several seat mockups in Brooklyn, Panasonic’s nextgen Astrova system — featuring Bluetooth integration as standard — will be fitted from nose to tail aboard the 787-9, with 4K OLED screens sized 19″ in the doored Polaris suites in business class; 16″ in Premium Plus premium economy; and 13″ in economy class.

“We’re providing upgrades to all of our customers at every seat. A big part of that is entertainment, deploying larger screens at every seat, and different charging options at every seat as well,” noted Green during APEX TECH.

United Airlines Polaris Suites and Polaris Studio mockup in Brooklyn

Green said Astrova provides a “really incredible viewing experience” including an “amazing” color palette. Image: Chris Sloan

For context, passengers flying in Polaris business class aboard the carrier’s current 787-9s have access to 16″ screens. Now premium economy passengers will get that type of viewing experience aboard the new -9s, together with multiple charging options including wireless charging.

The first 787-9 with these Elevated interiors is expected to arrive before the end of the year.

But United’s IFE-specific work is not relegated to hard product improvements. The carrier is, for instance, a major adopter and proponent of the FlightPath3D moving map software — the second most popular channel on its seatback systems after early-window movies.

United is also focused on offering an increasingly personalized experience via Astrova, with Green noting that MileagePlus members can validate really quickly who they are with the system “and then we provide them with their kind of personalized experience, so not advertising, but personalized content, creating those experiences specifically for customers.”

Content personalization could be super-charged if United connects its embedded IFE to Starlink, enabling passengers to avail of their own OTT streaming subscriptions, and ergo the very latest content on the seatback — in addition to their own devices.

In a revelatory moment at the conference, Green said in reference to connected seatbacks: “If APEX TECH was taking place about three weeks later, we’d actually be able to announce something.”

This approach would also sync nicely with United’s work, in tandem with its content service provider, Anuvu, to store more quality cached content on its servers versus more quantity.

If you’re a United frequent flyer, you’re already no doubt aware that the airline is in the process of forging stronger relationships with MileagePlus members outside of the traditional travel window, including via text messages.

United’s decision to both extend that relationship to the seatback and personalize it makes sense. The Airline Passenger Experience Association describes the integration thusly: “MileagePlus now functions as a real-time layer of the IFE platform. Passengers receive dynamic redemption offers, status-based discounts, and branded content experiences when they verify their loyalty profile.” For example, under a pilot program, MileagePlus members, whilst mid-flight, might receive a targeted upgrade offer based on their loyalty tier.

Little wonder, then, that United’s customers love what the carrier is doing. “And they do tell us about it,” said Green.

As to the importance of seatback screens to United, the airline expects to have roughly 1,200 aircraft with 300,000 IFE screens by around 2028.

Please enjoy Green’s presentation from APEX TECH.

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All images credited to Chris Sloan

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