In-flight entertainment is going BYOM: bring your own monitor.

Virgin America announced Tuesday a feature coming late next year to its Red in-flight entertainment system that will allow customers to download video and audio files via Wi-Fi to their smartphones, laptops or tablet computers.

Row 44, an in-flight Internet provider, will offer a video streaming service later this year on some aircraft flown by its largest client, Southwest Airlines.

American Airlines, which introduced video streaming in May on 15 Boeing 767s, said Tuesday that it will expand the service to about 400 planes by the end of 2012.

Those forays by airlines into the more personalized format is an acknowledgment that passengers increasingly prefer using their own mobile devices for entertainment now that nearly all major domestic airlines offer in-flight Wi-Fi. Airlines see such services as a way to generate more revenue.

Virgin America will charge $5 to $7 for a movie and about $2 for a TV show. Those who are unable to finish the movie that they paid for can take it to go, airline spokeswoman Abby Lunardini says.

The service will be introduced initially on 10% of Virgin's 160 daily flights and added to more in the next few years. Virgin America will continue to use its seat-back monitors, which are currently installed on all 40 planes.

It also envisions enhancing the tool so that passengers can view entertainment offerings, pre-purchase and create their movie/song lists prior to boarding, Lunardini says.

"If you're standing still in this place, you're going backward," adds Virgin America CEO David Cush.

Southwest customers will be able to select from a lineup of movies and TV shows from Disney, Universal, 20th Century Fox and Warner Bros. Among the video content to be available are live Major League Baseball games and broadcasts from CNBC, Fox News Channel and Versus, as well as episodes of Glee, Modern Family and The Three Stooges.

"Passengers already bring their own Wi-Fi devices on board. The growth in that market has been staggering," says Howard Lefkowitz, Row 44's chief commercial officer.

American said video streaming will be available on about 90 MD-80 aircraft by year's end, and it will introduce the service on Boeing 737s and 757s starting first-quarter 2012.

Fliers will pay $3 to $5 for a movie and $1 to $3 for a TV episode and don't have to pay separately for Internet access.