The service will offer clients insights on in-flight entertainment and connectivity (IFEC) content performance, passenger engagement with IFEC products, cost per engagement metrics and audience profiling.

The company’s clients include British Airways, American Airlines, Emirates and Lufthansa.

According to Spafax, the data analytics platform will help clients optimise their investments in entertainment and allow airlines to benchmark the performance of their content against competitors.

Niall McBain, chief executive, Spafax, said: “Spafax IQ is built to provide our airline clients with the insights they need to drive future IFEC product strategy and development. We use the latest research methodologies to build a detailed view of passenger behaviour with entertainment while travelling and their expectations for richer, more valuable content experiences across every stage of the journey.”