Airlines are moving quickly to upgrade in-flight internet, turning what used to be a frustrating, often-paid extra into a core part of the passenger experience and a new competitive battleground between SpaceX’s Starlink and Amazon’s low earth orbit (LEO) satellite network, branded Amazon Leo.
Why is in-flight Wi-Fi suddenly a top-tier feature?
The shift is being driven by a broader airline strategy: protect margins by improving “premium” and high-value parts of the travel experience. In Reuters reporting published June 9, Amadeus travel president Decius Valmorbida described fast Wi-Fi as a “game changer” and effectively a must-have that airlines will rush to replicate.
A big reason the conversation has changed is the technology behind it. LEO systems use large constellations of satellites much closer to Earth than traditional geostationary (GEO) satellites, which can reduce latency and improve performance. The outlet cited broadband analytics firm Ookla, saying Starlink’s approach can be multiple times faster than legacy systems.
Starlink’s head start: rapid airline signings
Starlink currently has momentum in commercial aviation. Reuters, citing aviation intelligence firm Valour Consultancy, reports Starlink has signed 11 new airline customers so far in 2026, after 22 in 2025 and eight in 2024.
That early lead matters because switching connectivity providers is not easy. Industry analyst Lluc Palerm (Analysys Mason) told Reuters the market is shaping up as a “battleground” and noted that swapping systems later is expensive because aircraft must be taken out of service, equipment is provider-specific, and contracts typically run for years.
Valour’s Daniel Welch told Reuters that SpaceX holds Starlink contracts covering more than 7,000 aircraft, reinforcing what Reuters called an “undeniable” lead.
The money involved is significant. Reuters cited Jefferies estimates that America’s Starlink rollout could cost $150 million to $250 million for equipment and installation, plus annual service fees potentially exceeding $60 million.
Starlink is emphasising speed and installation simplicity, while Amazon is pitching a broader technology bundle, cloud computing, entertainment, and retail links beyond just connectivity.
Amazon Leo’s strategy
Amazon is earlier in the airline deployment cycle, but it has landed high-profile wins, particularly with carriers that already run a lot of their digital infrastructure on Amazon.
Amazon says Delta Air Lines will begin rolling out Amazon Leo in 2028, starting with an initial installation on 500 aircraft under a multiyear agreement. Amazon also says JetBlue will be the first airline to implement Project Kuiper satellite technology to enhance its Fly-Fi service, with upgrades starting in 2027.
Even with the momentum, there are vocal sceptics. It was reported that Ryanair CEO Michael O’Leary has ruled out Starlink, citing cost and fuel burn/drag associated with antennas sparking a public back-and-forth with Elon Musk.
Despite the LEO headlines, today’s in-flight connectivity market is still a patchwork. Established providers such as Viasat, Intelsat, Panasonic Avionics and Hughes remain widely embedded across large fleets, and multi-orbit/backup approaches and regulatory hurdles in certain markets mean LEO won’t instantly replace everything.
How impactful is this in modern-day aviation?
Airlines increasingly view fast Wi-Fi as a lever for customer retention and ancillary revenue pulling travellers into loyalty programmes and marketing upgrades, flights and co-branded credit cards after the trip.
The airline Wi-Fi surge comes as increasing investor attention on Starlink grows beyond consumer broadband. One reason: Starlink has become a major financial engine inside SpaceX. SpaceX’s IPO filing shows the “Connectivity” segment (driven by Starlink) generated about $11.4 billion of $18.67 billion in 2025 revenue.
What do you think of the tussle between Amazon and Starlinks? Do you think it will affect the aviation space positively or negatively? Let us know in the comments!
