Box, Set, Match: Airlines Adapt to Shifting TV Habits With Expanded IFE Libraries
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APEX Insight: Pressure to deliver the latest and greatest TV libraries on board is pushing airlines and suppliers to the limits of current technology.
The increased popularity of TV content as in-flight entertainment (IFE) is particularly convenient for short-haul flights, one- or two-hour trips that preclude finishing a long Hollywood blockbuster. And on long-haul flights, TV buffs have the luxury of time to indulge in binge-watching. Both markets, influenced by shifts in on-the-ground TV consumption, present unique challenges for the industry.
“Some years ago, we sat in front of the TV every week at the same time, waiting for the next episode of our favorite TV show,” says Fabienne Regitz, IFE manager at Lufthansa. “Now, with the issue of box sets, the offer of whole seasons on video-on-demand platforms and TV events on broadcast channels, this has changed completely.” Streaming services like Netflix have accelerated this trend by launching full seasons of TV shows like House of Cards all at once.
“Some years ago, we sat in front of the TV every week at the same time, waiting for the next episode of our favorite TV show.” €” Fabienne Regitz, Lufthansa
This shift has introduced challenges involving content licensing and the bounds of current technology. A limited amount of data storage space on servers can curb the ability to offer multiple seasons of a series. For example, all five seasons of Breaking Bad add up to 62 episodes, approximately 48 minutes each, totaling roughly 50 hours of content. Last year, Emirates introduced the next generation of its ice IFE system that allowed for three times the media storage of its former system. The added volume enabled the airline to offer more than 2,000 channels of on-demand video content, including 50 full TV box sets.
“Now, with the issue of box sets, the offer of whole seasons on video-on-demand platforms and TV events on broadcast channels, this has changed completely.” €” Fabienne Regitz, Lufthansa
On the flipside, timelines for licensing and loading fresh content, such as the latest episodes of Game of Thrones, have a hard time keeping up with consumers’ on-demand expectations. While cloud services promise to expedite the transfer of digital files to airplanes, security concerns still lead airlines and studios to rely on the regular delivery of hard drives onto airplanes.
In partnership with HBO and Foxtel, Qantas last year committed to adding 160 hours of fresh content on a monthly basis. And bolstered by connectivity, partnerships with streaming services, such as Virgin America‘s or Aeroméxico‘s partnership with Netflix, and JetBlue‘s deal with Amazon Prime, promise to deliver episodes faster. But with limited bandwidth, the challenge to satisfy passengers’ insatiable hunger for TV shows remains.
This story was originally published as “Box, Set, Match” in the June/July issue of APEX Experience magazine.