2023: A Year of Diversification and Innovation in IFE Content 

At Spafax, we take sourcing the best global TV programming and delivering it to the airline IFE market seriously, and 2023 has been a banner year for our television acquisitions and partnerships team. Over the past twelve months we attended a long list of major industry events, continued our collaboration with studios, and identified innovative partners like VOX media and BBC Maestro to launch exciting channels and curate captivating programming experiences for airlines and their passengers.  

These highlights wrap up a remarkable year that also included visits to a host of worldwide TV markets, including MIPCOM, MIPTV, LA Screenings, The London Screenings, Content London, and APEX Content Market. We learned a lot — and we’re excited to share it with our community.    

Embracing International Content and Maximizing Reach 

A significant trend that emerged this year was the increased focus on international content. Major industry players — MAX, Apple TV+, Paramount, Universal, and Sony, just to name a few — showcased exceptional new content from outside the U.S., most notably the UK and Australia. This diversification helped fill the gaps caused by industry strikes while broadening the cultural appeal of in-flight offerings. 

A “Reality Revival” and the Growth of Dramedy 

2023 saw the rise of what we’re calling the ‘Reality Revival’: a boom in reality TV genres, which make for excellent on-board viewing because of their low-stakes, high entertainment value. Additionally, we saw a strong emphasis on diverse content, with conscious consumerism and social impact becoming central themes in both scripted and unscripted offerings. 

Another significant trend in IFE content: the shift toward ‘dramedy’, which is generally known as a hybrid of drama and comedy. This genre’s growth, along with the rising popularity of ‘Complementary Podcasts’ — those that support TV shows and are an easy segue for their built-in fans — marked an emerging era in content consumption and engagement. 

Vodcasting on the Rise 

A big highlight for us was introducing the Vodcast to IFE. Also known as video podcasting, ‘Vodcasting’, especially on digital channels, has been another development we will continue to monitor. This growing trend reflects the evolving ways audiences consume and interact with content, both onboard and throughout the passenger journey.

A Few Surprises Along the Way 

Despite the challenges posed by the Hollywood strikes and the ever-changing landscape of global streaming, the bump we saw in international content was a welcome development. Licensing strategies evolved, with some streamers that previously retained content exclusively now licensing it to global buyers. The growth of animation also stood out, partly due to its cost effectiveness and strike resilience. 

Spafax’s Significant Achievements in 2023 for TV Acquisitions 

Our team’s groundbreaking year included the following highlights: 

• Pioneering the Vodcast in IFE: After launching ‘Diary Of a CEO’ as a Vodcast in 2022, 2023 continued to build on the momentum of that game-changing move, which also showcased Spafax’s ability to identify and capitalize on global hits 
• Negotiating exclusive windows and bringing firsts to the skies: Our solid, long-standing relationships with all the major studios allowed us to bring unique content opportunities and exclusives to airlines. As new streaming products launch across the globe in 2024, we are thrilled to continue partnering with premium content creators to introduce new and undiscovered hits to delight global passengers. 
• Exclusive partnerships and content: Our collaboration with digital platforms such as VOX Media and global streamers ensured that we continued to provide compelling content including BBC Maestro, ‘Feel Better, Live More’ and The Dodo exclusively to our clients.  
• Two just-announced unique collaborations to keep an eye out for this holiday season: the IFE premier of Classic Christmas Soap Specials from EastEnders and Coronation Street; and, for younger viewers, ‘The Gruffalo and Friends’ collection, both of which are available on British Airways in December. 

“This year has been marked by innovation, diversification, and just plain hard work for our team as there are more places to find great content than ever before”, says Emma Gunn, director of TV acquisitions and partnerships for Spafax. “As we look forward to 2024, we're excited about the new opportunities and challenges that lie ahead – and we will continue to stay ahead of industry trends”.