American Airlines announced plans on Tuesday to restore seatback entertainment screens on narrowbody aircraft and expand its premium seating offerings, aiming to narrow a widening profitability gap with Delta Air Lines and United Airlines.
The carrier, led by CEO Robert Isom, will begin retrofitting more than 800 narrowbody jets with seatback screens starting in 2028, with a target completion expected in the early 2030s. New Airbus and Boeing aircraft delivered during this period will also feature the screens. American currently operates over 140 widebody and Airbus A321XLR jets with seatback entertainment systems.
The strategy represents a reversal of a prior push to phase out seatback screens in favor of personal device usage. American cited shifting passenger preferences—particularly among younger travelers who prefer larger screens in addition to personal devices—and advancements in high-speed satellite Wi-Fi as key drivers for the change.
The airline also plans to increase premium seating on narrowbody departures to roughly 40% in coming years, up from about 25% currently. Premium travelers accounted for nearly 50% of ticketed revenue and about 30% of seats in the second quarter, underscoring the segment’s importance to profitability.
American’s move comes amid ongoing pressure to improve financial performance. The carrier is expected to report roughly break-even results for the year, trailing rivals Delta and United in profitability metrics. Isom acknowledged a "meaningful gap" between American’s performance and industry expectations, prompting a recent senior management shakeup.
The announcement follows criticism from flight attendants earlier this year, who called for leadership changes, and reflects broader industry shifts toward enhancing onboard amenities to attract premium passengers.
