Southwest announced Monday that Apple's Beats Music streaming app is now available on Wi-Fi enabled flights.
The in-flight service is free to travelers. Hundreds of playlists have been "handpicked" by Beats Music curators, according to the airline, but select playlists are available on enabled flights.
The onboard entertainment system is an alternative to in-seat offerings; instead of providing a screen on the back of seats, Southwest is offering entertainment that can be consumed through travelers' own devices, including smartphones, tablets and laptops.
Travelers also have access to "The Sentence," which creates a continuous playlist customized to your mood based on responses to four questions. An example of the feature is pictured below:
The airline celebrated the launch on the official Beats Music aircraft (pictured above) on flight 732 from Dallas Love Field to Chicago-Midway, with band Cobra Starship. Customers on another flight, Southwest 1527, were also provided some live entertainment: Band Elephant Revival joined them from Portland to Denver.
In addition to Beats, the Southwest's entertainment system also has Dish TV.
Other airlines are also adding streaming options to entertain passengers. Maintaining in-seat technology can be expensive, and more travelers are indicating they want internet and entertainment services on the devices they are already carrying with them.