Moment, a provider of cabin wi-fi equipment and inflight entertainment (IFE) streaming platforms, has published the findings of its research into how passengers prefer to interact with these onboard services, and the factors that drive their engagement.
One of the main findings of the study – collated through a mix of data collected by Moment through its platforms and industry data – is that IFE services play an important role in shaping passenger experiences, and unlocking new revenue streams for airlines.
The European air travel market is booming, with Moment noting that 198 million travellers were recorded in Q1 2024, representing an 11.5% increase year-on-year. However, airlines still face pressure to differentiate themselves from their competitors, and they should analyse passenger behaviour and expectations to align their products. Sustainable growth, in turn, can be driven by adopting a holistic approach that places the passenger at the centre of all developments.
Entertainment remains a priority for passengers
On medium-haul flights (around five hours) equipped with cabin wi-fi, Moment found that passengers spend 20% of their time (an average of 58.4 minutes) on the IFE platform, underlining the enduring importance of IFE and inflight connectivity in keeping customers engaged.
The study shows that 97% of passengers now prefer using their own devices rather than seatback IFE screens for entertainment, highlighting the rise of the ‘bring your own device’ (BYOD) experience. However, more than 50% reported frustration with the lack of charging outlets in seats, presenting an issue airlines should address to meet evolving passenger expectations.
Moment also found that the majority of travellers continue to value the IFE content provided during flights, with 35% streaming content onboard. Among the most requested types of content, Video On Demand (VOD) leads the way, preferred by 72% of travellers, outpacing games and music.
Within this segment, films and TV series are the most popular, with 92% appreciation, with passengers showing a clear preference for blockbuster titles, which remain the top choice for in-flight entertainment. Notably, Barbie was the most requested film on aircraft equipped with an IFE system.
Potential for ancillary revenues
Beyond entertainment, the study highlights the growing role of onboard retail in airline strategies. Ancillary revenue generation is cited as a key priority by 26% of airline decision-makers. Currently, passengers spend an average of US$90 per flight on ancillary services, a figure projected to rise to US$120 by 2030.
This growth is fuelled by the expansion of cabins offering inflight connectivity, with one-third of aircraft already connected in 2024, and half expected by 2030, enabling secure, real-time purchases.
The report notes that official airline merchandise, electronics, spirits and perfumes top the list of best-selling onboard products. Thanks to new digital retail technologies, airlines can now also offer large or valuable items that are not carried onboard but can be shipped directly to a passenger’s destination or preferred address. Personalised recommendations powered by AI and passenger data are expected to further enhance engagement and conversion.
An expanding market opportunity
With the global IFE market forecasted to double by 2030, reaching US$12.37 billion, and the in-flight retail market valued at US$3.5 billion in 2024 and projected to surpass US$5 billion by 2030, Moment’s research confirms that airlines prioritising IFE&C innovation will be best positioned to stand out, maximising ancillary revenue, and delivering competitive passenger experiences in the years ahead.
“Passengers today demand seamless digital experiences wherever they are, from streaming movies on their own devices, to discovering personalised shopping offers in real time,” said Tanguy Morel, CEO and co-founder at Moment. “As the journey must be as exciting as the destination, IFEC is no longer a secondary service, but becomes a strategic driver of emotions to re-enchant the journey and airline profitability.”
