Dubai International has launched a new service allowing travellers to stream the latest films and TV shows to their devices while at the airport.

The initiative sees the Dubai hub partner with regional content provider ICFLIX, enabling passengers to stream “the latest Hollywood, Bollywood and Jazwood (Arabic) content to their smartphones and laptops” using the airport’s free wifi.

Content is available in English, French and Arabic, and is being offered for free during an initial two-month trial period, following which “Dubai Airports and ICFLIX will assess customer feedback and options for future services”.

Commenting on the service Eugene Barry, executive vice president of Dubai Airports’ commercial and communications group said:

“Our continued investment in a superior wifi product (Wow-Fi) has ensured that our customers are connected with a free and fast service, and now we aim to enrich that platform with managed content and relevant messaging.

“Thanks to our partnership with ICFLIX, travellers at DXB can now enjoy a wide range of streamed entertainment before and between flights, and this is a service which is completely free of charge to users. We are delighted with this new addition to our consumer strategy, and look forward to evaluating its impact.”

DXB recently announced plans to launch biometric technology and automated border control gates at Terminal 3 departures, and earlier this year unveiled a new Sleep ‘n’ Fly lounge with 27 sleep pods.

The airport recorded its busiest ever July last month, with over eight million passengers travelling through the airport, an increase of 5.9 per cent on the previous year.