US Airlines Bring Back Seatback Screens as Premium Demand Grows

After years of stripping away onboard perks, some of the largest US carriers are reversing course on one passenger favorite: the seatback entertainment screen.

The shift comes as airlines compete for premium travelers, with American Airlines leading the charge. The Fort Worth-based carrier will add screens to every seat in its narrow-body fleet, including new planes arriving in 2028 and retrofits of existing jets.

Just a few years ago, the screens seemed doomed as a cost-cutting measure. Mike Taylor of JD Power notes they are expensive to buy, install, and maintain, with ongoing repair and programming costs. Airlines also assumed 80% of passengers would use their own devices, but Taylor says connection difficulties, Wi-Fi quality, and streaming bandwidth issues made the experience inferior.

United has been adding screens since 2022, including 13-inch TVs in economy on its new Dreamliner 787-9s—among the largest coach screens worldwide. Alaska Airlines introduced its first-ever seatback screens on its new Dreamliner fleet, which began flying long-haul routes from Seattle in late 2025. Delta never removed its screens and has invested in its Delta Sync system since 2023, offering a personalized experience with features like pausing a movie on one flight and resuming on another.

Experts point to improved technology as a key factor. Screens are now cheaper to install because they receive content wirelessly from a plane's server, eliminating the need for seat wiring. New models offer 4K display, Bluetooth for wireless headphones, USB-C ports, and personalized content. That personalization also opens advertising revenue opportunities, as airlines know who sits in each seat, says airline expert Gary Leff.

Passenger preference remains strong. JD Power survey data shows seatback screens add 60 to 90 points to an airline's satisfaction score on a 1,000-point scale—a significant boost, according to Taylor.