Guest column: PEDs or seatback screens—must passengers choose?
In this guest column, Juraj Siska, CEO at IdeaNova Technologies, explores a hybrid IFE model that combines seatback screens with personal device streaming.
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Juraj Siska, CEO at IdeaNova Technologies
Through my years in the inflight entertainment space, I have observed several important trends. The first emerged around 2008, with a shift toward replacing seatback entertainment systems with content delivered directly to passengers’ personal devices. Shortly after, IFE companies promoted seatback entertainment as a better option that enhances the airline’s brand prestige. Both approaches have benefits and disadvantages from the perspective of passengers—the ultimate end user—and the technical perspective of airlines and IFE providers that roll out these screens.
But why choose at all? By adopting a hybrid approach, airlines can leverage the strengths of both seatback systems and personal device streaming, providing passengers with the best of both worlds.
From the passenger point of view
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Passenger using a PED inflight
When it comes to inflight entertainment, do passengers prefer using their own devices (laptops, tablets and phones) or the built-in seatback screens? The answer likely lies somewhere in between. Different age groups are likely to have distinct preferences. PEDs are often favoured because it can be upgraded more quickly. New technology trends, such as OLED, 4K/8K HDR displays, are likely to be adopted more rapidly in consumer hands than installed on aircraft seatbacks. Passengers are also more familiar with their own devices, making it easier to manage settings like volume, pairing headphone devices and multitasking between airline and non-airline applications. Even if the IFE user interfaces might be completely new to them, passengers find comfort in using their personal devices.
Seatback displays, on the other hand, are conveniently positioned right in front of passengers—at their fingertips—ideal for use while enjoying onboard meals or drinks. These displays vary in size and quality but are generally well-integrated and thoroughly tested, as airlines invest countless hours to ensure the features and functionality of provided hardware work seamlessly. Passengers are less likely to encounter issues with the built-in systems unless they attempt to pair their headphones or interface with non-airline components.
A significant observation is that passengers will not be satisfied with just one display. One seatback display will likely be accompanied by one or two handheld devices, especially among younger passengers.
APEX recently reported that United Airlines saw passenger ratings increase by 18 percent after installing seatback displays. However, I believe this is a short-lived opinion and contingent on the need for technology updates. When the technology no longer meets current business needs and vendors have no solution beyond hardware replacement, it can be a significant expense for the airline.
From the technology point of view
It may seem that distributing IFE content wirelessly to passenger devices is much simpler, as there is no hardware for airlines and IFE providers to provision. However, from a technology perspective, the software complexities are significantly higher. The UI/UX experience must account for all form factors, some of which you may not have been able to test on (e.g. Huawei hardware for U.S. developers).
Delivering content to seatbacks is also not trivial; it presents challenges including certifications, storage and consistent network signal distribution. Since seatback systems often denote class distinctions, higher quality, better resolution content is expected. This means studios will require enforcement of stricter controls, such as Level 1 hardware encryption certification, resulting in lengthy projects that involve multiple parties.
In contrast to seatback displays, airlines can deploy new functionality on PEDs with relative ease. Developing features, introducing technologies, or even testing passenger responses to business ideas is easier and quicker on PEDs. With the growing number of connected aircraft, distributing updates to PEDs is becoming even easier.
So, what does the future hold?
There is not a straightforward answer, as it largely depends on expectations related to style, passenger cabin class and most importantly budget. Both options provide potential for exceptional service if implemented well. With a new generation of passengers boarding aircraft every year, the demand for more screens will continue to grow.
So, do airlines need to choose one over the other? Today, content can be shared between devices, allowing airlines to benefit from the advantages of both options. Customers showed great interest in the mirroring and casting solution presented by SPI and IdeaNova at AIX 2025. By blending the best of both worlds, airlines can enhance the overall inflight entertainment experience for passengers. Importantly, if an airline chooses to implement seatback systems, it should not eliminate PEDs. At a minimum, PEDs serve as a reliable backup in case of seatback system outages or as a platform for quickly assessing new functionalities. This hybrid approach ensures a seamless and flexible entertainment experience for all passengers.
