APEX Content Market 2026 highlights evolving in-flight entertainment sector

This year’s APEX Content Market took place in Dubai, with Inflight as a media partner of the prestigious in-flight entertainment (IFE) content event. The event brought together airlines, TV, movies, games, GUIs, apps and audio producers, IFE content service providers and other key people within the industry. The event also featured host of exciting announcements.

At the event, Cathay Pacific was awarded the 2026 APEX Best™ in Entertainment in Greater China award at the show. Also, in another development for the airline, it was announced on Wednesday 11 February that Cathay Pacific has appointed aviation media and airline experience service provider Spafax as its exclusive media sales representative. Spafax will lead the advertising opportunities commercialisation across Cathay Pacific’s omni-channel media ecosystem, delivering a single, integrated platform for brands to connect with one of the world’s most premium travel audiences.

Also at the event, APEX STREAM Director Jon Norris presented on how APEX STREAM will create a universal, OEM-neutral standards environment that simplifies compliance and enables a sustainable and scalable inflight streaming model.

Warner Bros. Discovery Content Licensing revealed that the company is debuting two new short-form titles for the airline market – an animated children’s series Doggyland and an airline-exclusive edition of Extra: Pop Culture Quiz! According to Warner Bros., the partnership includes in-flight entertainment, onboard publications, digital channels, and experiential formats, enabling advertisers to produce cohesive, high-impact campaigns.

Warner Bros. Discovery SVP of Content Sales Esdra Lamy commented: “EXTRA and Snoop Dogg are well-known and revered brands within our industry, and our ability to provide offerings from these creators is exciting and beneficial to our partners in the airline space. We are delighted to be able to offer airline audiences more content that is unique in addition to our prestigious film and television library.”