The content is stored on a server on the plane and served to passengers through an in-cabin Wi-Fi system. You don’t need an app to use the service. You simply need to launch your browser and you will be directed to a library of movies and TV shows.
The era of "bring your own device" on planes is getting near.
As described, it sounds simple enough (I truly assumed that an app or some sort of software would be needed). Let's see how it works with all the different devices people bring on board.