18 Jan Q&A: Meet Anuvu and Estibaliz Asiain, SVP Media & Content
January 18, 2023 | DEG Member Anuvu is a leading single-source provider in acquiring, curating and distributing movies, television and digital entertainment to non-theatrical markets–maritime, aviation and land-based (prisons, schools, and more)–around the world. Supported by best-in-class, flexible technology solutions, Anuvu entertains, informs and connects travelers and crew with an integrated suite of rich media content and seamless connectivity solutions.
DEG recently connected with Anuvu’s Estibaliz Asiain, SVP Media & Content, to discuss travelers’ demand for digital entertainment in the travel sector and the evolution in product and user experience available to travelers.
DEG: How has consumer behavior influenced the evolution of the travel industry’s entertainment offerings?
EA: With the introduction and quick rise of streaming services, the popularity of social media and a work-and-play from anywhere mentality, passengers have an insatiable appetite for fresher content that is diverse both culturally and in length. We’re now seeing this reflected in the types of films we provide, with airline offerings now comprising more indie films from around the globe and short-form and more easily consumable video content. With these changes, convenience and frequent updates are more critical to maintaining passenger interest in airlines’ in-flight entertainment offerings.
Recent consumer behavior has also changed the way passengers interact with seatback screens and their expectations around UX, creating new opportunities for airlines and OEMs to create interfaces that align with the at-home experience and giving Anuvu new ways to merchandise and group content.
Estibaliz Asiain | Anuvu
DEG: In the last two to three years, have you see any significant changes in the types of media and content passengers are demanding on flights and cruises?
EA: Absolutely. Passengers have shifted away from the traditional in-flight entertainment (IFE) fare: Hollywood blockbusters, current pop music, and TV sitcoms, toward newer media options born from the internet and streaming services. This includes native digital content and short-form content such as YouTube vlogs, and more episodic shows from networks like Vice and Complex. Studio-specific television series, such as HBO’s ‘Succession’ and ‘White Lotus’ have also gained popularity.
DEG: What can the traveler of today reasonably expect from their in-flight or onboard entertainment experience?
EA: In addition to what we’ve already mentioned, travelers can expect airlines to offer a more diverse range of media and content than previously available. There is a strong focus not only on more variety in movies and television, but also a continued rise of audio options, including highly recognized podcasts, and the ever-growing popularity of games. Anuvu offers over 100 games, which remain a strong part of an airline’s in-flight entertainment strategy.
We are also noticing a bigger demand for native-digital and user-created content that requires a much more agile approach to acquire and process. Anuvu has been focusing multiple resources onthis type of content in the last two years.
Last, airlines and cruise operators are also recognizing the importance of offering content that is more regionally and locally relevant, which is why we have people on the ground in several countries throughout the world.
DEG: Let’s talk about in-flight Wi-Fi for a second. How have advancements in connectivity contributed to media and content transformation in travel? How has it innovated the entertainment options and formats available to passengers?
EA: We’re seeing a convergence of the entertainment and connectivity spheres as airlines are beginning to adapt to a world of high-speed internet driving some of their decisions.
On many carriers, it’s now a two-screen world as passengers rely both on the seatback screen and their own device —be it a tablet, phone or laptop PC. They have a movie or TV show on the seatback and Tik Tok or Instagram or email on the personal device. Moreover, connected aircraft can refresh the IFE content offerings much faster and more frequently than in the past, as well as deliver highly personalized experiences to the end users. At Anuvu, we can update entertainment on aircraft in as short a time as 24 hours when we are also the connectivity provider or where we are in lockstep with their third-party connectivity provider.
As more bandwidth is available and faster speeds are introduced, there will continue to be a shift in passenger needs and the types of content available inflight. We’re the only content provider in the industry that also offers connectivity, and we are prepared and excited for the technological advances ahead.
For more information, visit anuvu.com.