APEX TECH 2026: Warner Bros. Discovery on the Future of Non-Theatrical Content
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During the second day of APEX TECH, Warner Bros. Discovery SVP Content Sales, IFE, Syndication Esdra Lamy joined APEX CEO Dr. Joe Leader for a keynote conversation that reframed what airlines should prioritize as the studio and streaming landscape continues to evolve. Lamy emphasized that in-flight entertainment (IFE) still delivers something increasingly rare on the ground: a premium, curated environment designed for immersion, discovery, and intentional brand presentation, supported by reliable delivery and stronger insight into what passengers actually watch.
“The world is changing basically daily,” Lamy said, describing an industry where distribution routes no longer follow a predictable pipeline. Studios are navigating mergers, streaming expansion, and new forms of content creation, while airlines face a growing opportunity to differentiate through thoughtful curation instead of simply replicating at home viewing.
“I think it’s opened up the landscape,” Lamy said. “Studios have to look at their world slightly differently.”
A Media Landscape That Keeps Rewriting the Rules
Lamy opened the session by placing airline content strategy within the broader transformation reshaping the global media industry. Creation, attention, and distribution have expanded outward while traditional studio structures continue to consolidate and reorganize. What once flowed through a predictable Hollywood pipeline now competes with creators, platforms, and entirely new categories of content.
“Once upon a time, everything funneled through the Hollywood pipeline,” Lamy said. Today, “anyone with a phone can become a content creator and generate a mass audience.” As a result, “there’s so much to compete for people’s attention,” particularly on the ground where screens and platforms constantly divide focus.
That fragmentation makes the inflight environment more valuable, not less. “That’s what makes the inflight experience unique and special,” Lamy said, calling it “the truly, remaining, true captive audience.”
At the same time, the studio ecosystem itself continues to shift. Mergers, acquisitions, and vertical integration have redefined how companies approach licensing and distribution. “The business has shrunk and at the same time it has grown,” Lamy explained. “What does that do with licensing? When the traditional path no longer exists, studios have to look at the world differently.”
For airlines, this transformation presents both complexity and opportunity. While competition for viewer attention has intensified on the ground, inflight remains one of the last environments where audiences can fully immerse themselves in storytelling.
Looking Beyond Replicating At Home Viewing
When Dr. Leader asked what airlines often misunderstand about streaming onboard, Lamy addressed the assumption that inflight should simply mirror at home consumption. While passengers increasingly expect connectivity and streaming access, he cautioned against copying the ground experience too closely.
“Trying to duplicate exactly how people consume content on the ground would be cheating the customer experience,” Lamy said.
Instead, he described inflight as a distinct emotional and behavioral environment where curation matters more, not less. “Part of the experience is the ability to discover,” Lamy said, pointing to the value of having programmers assemble selections that help passengers encounter something unexpected.
Passengers, he noted, still want “the opportunity to discover” and to have “something curated for you” rather than navigating endless menus on their own. That curated approach often introduces travelers to films and series they might not otherwise choose independently.
He also highlighted how mood and context shift at altitude. “When you get on the plane, you’re already anxious to begin with,” Lamy said. “Traveling can be anxious for just about all of us.” In that setting, content choices often reflect emotional needs. “Am I looking for comfort? Am I looking to be excited and to be scared?” he asked.
Because of these factors, Lamy views a purely streaming first mindset as too narrow. Focusing only on replication overlooks what makes inflight unique. It is not only about access, but about creating an experience that aligns with how passengers feel while traveling.
Airlines Can Do What Platforms Often Cannot
Lamy then pointed to a distinct advantage airlines hold over individual streaming platforms. Because airlines license across studios and rights holders, they can curate collections in ways single platforms often cannot, especially when franchises and talent libraries span multiple distributors.
“Airlines are probably the only place that is in the best position to be able to honor that talent and actually put up all that work in one place,” Lamy said. “That is unique.”
This capability allows airlines to celebrate storytelling across studios, offering passengers a broader and more immersive experience. As content continues to fragment across platforms, that role becomes even more important.
On the ground, viewers may need multiple subscriptions just to follow one creator or franchise. Inflight, airlines can simplify that experience. By bringing titles together in one place, they create a smoother and more accessible discovery process.
Lamy also emphasized the role airlines play in shaping how stories are presented. “You are truly the one place that can help set the unique tone for the passenger,” he said. Rather than offering long, unstructured lists, airlines can design curated collections that reflect the mood of travel and the expectations of their customers. That thoughtful approach turns in-flight entertainment into more than background viewing and makes it a meaningful part of the journey.
What Changes Next Flexibility and Reliability
As the discussion shifted toward windowing, rights, and non-theatrical distribution, Lamy explained that flexibility has become increasingly important. “Windowing today is subjective,” he said. “It can vary by studio and even by individual titles.”
He noted that Warner Bros. Discovery has occasionally allowed partners to move between windows for special initiatives. “We are one of the few studios that have allowed partners to jump windows for special events,” Lamy said. “As long as it makes sense internally and supports the brand, we are open to those conversations.”
This openness reflects a broader recognition of airlines as strategic partners rather than secondary distribution channels. Inflight exposure can drive awareness, spark interest in franchises, and create meaningful global touchpoints.
Operational reliability remains essential. “Reliability will be key,” Lamy said, explaining that buffering or delays can shape how audiences perceive content. Studios evaluating inflight partnerships increasingly consider how delivery affects brand integrity.
As streaming models evolve, studios continue evaluating how onboard access fits within broader licensing frameworks. While new approaches may emerge, caution remains necessary. “We are all in the business of meeting customers where they are,” Lamy said. “But we must also ensure that business models make sense.”
Security, rights management, and brand protection remain critical considerations as technology advances. Studios continue assessing how content is stored, delivered, and protected in new environments. “As technology evolves and becomes more secure, conversations will continue to progress,” Lamy noted.
Smarter Measurement Intent and the Passenger Focus
From Lamy’s perspective, inflight success in the next phase depends on reliability, insight, and intent. Airlines already analyze what passengers actually watch, and those insights help guide programming decisions. “Insight will help drive,” he said, noting that viewing behavior influences what remains onboard.
At the same time, he stressed the importance of thoughtful brand alignment. “There’s got to be real intent behind what we’re doing around brand appearance,” Lamy said, connecting content quality directly to how airlines define themselves.
Technology now plays a central role in shaping these decisions. “Technology sort of wrapped itself around the content,” Lamy said, describing a shift where success is defined not only by what is licensed but also by “how you deliver content, how you measure content, and the continuous evolution of that content ecosystem through technology.”
Lamy closed by encouraging the industry to keep the conversation going, continue asking questions, and stay focused on the passenger. “Ultimately, it’s about the consumer,” he said, and ensuring people have “the opportunity to experience the content the right way, wherever they want to.”