Peloton is out to prove that its proprietary exercise equipment can offer more than just a good workout. The media company just added YouTube TV to an Entertainment Hub that already includes streaming options like Netflix, Max, Disney+, and NBA League Pass.
The Entertainment Hub can be found on the home screens of Peloton’s stationary bikes, treadmills, and rowing machines. Users who log in with their streaming credentials can watch their favorite shows and movies while an overlay tracks their ongoing workout. The YouTube TV integration brings live TV into the mix by offering more than 100 channels to active viewers.
“Our partnership with YouTube TV is a continuation of our commitment to fitness anytime, anywhere,” said Peloton SVP of Music and Content Partnerships Gwen Bethel Riley. “We are empowering our Members to lean into what they love, like catching up on their favorite show or rooting for their home team, to help inspire them on their fitness journey.”
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Peloton’s foray into the entertainment world is part of its plan to stay ahead of its rivals in the competitive world of at-home fitness. Even before its pandemic-era boom, the fitness innovator was able to raise $550 million by positioning itself as a media company rather than a hardware firm. Declining sales led to the ousting of founding CEO John Foley, and his successor — Netflix vet Barry McCarthy — doubled down on the idea of Peloton-as-entertainment-destination.
The advent of the Entertainment Hub suggests that Peloton is investing in its hardware alongside its in-house series and big-name instructors. The YouTube TV partnership may seem like a content play, but it’s also a reminder that sometimes a bike with a screen on it is just that — no proprietary classes required. Hanging with Cody Rigsby or Ally Love can be great fun, but a low-key ride set to some trashy reality TV also deserves its place in the average Peloton user’s exercise routine. Thanks to YouTube TV, that pairing is now an option.
