In this case, however, United is positioning itself as a more customer-friendly option by giving them something they already love—Spotify. Passengers don’t have to learn a new app or navigate a clunky interface. They just plug in, hit play, and feel a little more at home, even 35,000 feet in the air.

United and Spotify on Thursday said more than 450 hours of Spotify-curated playlists, podcasts and audiobooks are now available for free on more than 130,000 United seatback screens. The companies said the deal marks the first time Spotify has offered audiobooks and video podcasts onboard an airline.