IAG launches media business to monetize Starlink Wi‑Fi for passengers
International Airlines Group (IAG) has created a standalone media and advertising unit, IAG Media, to sell advertising to its 122 million annual passengers using Starlink Wi‑Fi connectivity. The initiative was announced on 12 Nov 2026 and targets all IAG airline travellers.
In this story
At a glance
- What changes
- IAG is forming a new media business to sell ads through Starlink Wi‑Fi
- Timing
- Announced on 12 Nov 2026
- Who is affected
- Passengers on IAG airlines who use onboard Wi‑Fi
The details
- Announced by
- International Airlines Group (IAG)
- Previous rule
- Airlines have offered free Wi‑Fi without generating direct advertising revenue from passengers.
- New rule
- IAG will operate IAG Media, a separate company that sells targeted advertising via Starlink login portals and inflight entertainment systems.
Creation of IAG Media
International Airlines Group announced the launch of IAG Media, a dedicated media and advertising subsidiary. The unit will use the group's investment in Starlink satellite Wi‑Fi to offer advertisers access to the airline's passenger base.
- IAG Media will be a standalone company within the IAG group.
- It targets the 122 million passengers IAG carries each year.
Advertising approach
The new business will deliver personalized advertising through the Starlink login portal and inflight entertainment screens. By leveraging high‑speed connectivity, ads can be tailored to individual passengers rather than a one‑size‑fits‑all model.
- Advertisers can run targeted campaigns based on passenger data.
- Personalisation is enabled by the connectivity provided by Starlink.
Strategic rationale
IAG sees the Wi‑Fi service as a revenue opportunity rather than a cost centre. Executives said that connectivity is the key driver for creating a fully personalised passenger experience and for generating new advertising income.
- The move aims to offset the expense of providing free Wi‑Fi.
- It positions IAG to compete with other airlines that monetize onboard connectivity.
What this means for travellers
Trip planning
- Passengers should expect to see ads when logging into Starlink Wi‑Fi on IAG flights.
- Travelers may notice personalized content on inflight entertainment screens.
Cost and documents
- No new fees are introduced for passengers using Wi‑Fi.
- No additional documentation is required from travellers.
What you need to do
- Passengers do not need to take any steps; the service will be automatically available.
- Travelers should be aware that their Wi‑Fi login may include advertising.
Who this affects
-
IAG airline passengers using Wi‑Fi
They will be exposed to targeted advertising delivered via Starlink connectivity.
-
Advertisers seeking airline audiences
IAG Media offers a new channel to reach 122 million annual passengers.
-
IAG commercial teams
They will manage the new media business and sell ad inventory.
Frequently asked questions
What is IAG Media?
IAG Media is a new standalone subsidiary created by International Airlines Group to sell advertising to its passengers using Starlink Wi‑Fi connectivity and inflight entertainment platforms.
When was IAG Media announced?
The launch of IAG Media was announced on 12 Nov 2026 in a statement to Skift.
Will passengers have to pay for Wi‑Fi because of IAG Media?
No, the announcement does not introduce any new fees for passengers; the service remains free while ads are displayed.
How will advertising be delivered on IAG flights?
Ads will appear on the Starlink Wi‑Fi login portal and on inflight entertainment screens, using the high‑speed connection to personalize content for each passenger.
Which passengers will see the new ads?
All passengers traveling on IAG airlines who connect to the onboard Starlink Wi‑Fi service will be shown targeted advertising.
