Case Study / Peloton IQ
Peloton wanted people to understand what Peloton IQ does. We made one thirty-second spot, ran it from our channel, and they put the media behind it. Almost all of it played on a television.
Source: YouTube Analytics, lifetime, Apr 29 – Jul 12, 2026.
The brief
Peloton IQ was new. Most people had never heard of it, and the ones who had were not sure what it actually did.
They were not asking for clicks or sign-ups. They wanted the product understood, by people who train for something that happens outside of a gym.
We have been Peloton ambassadors since 2025 and they renewed us, so they already knew who was on the other side of our camera. Our audience is older than the internet average, 72% of them are over 35, and most of them watch us on the television in the living room. Not a phone on a commute. A screen in a room where people are already paying attention.
The numbers
Screenshots from our YouTube analytics. Lifetime, April 29 to July 12, 2026.
13,127,311 views. On a thirty-second spot, people watched an average of 96.8% of it.
96.8% of the watch time happened on a television. That is where our audience watches us, and it is where the spot played.
92.5% had never seen our channel before. Peloton's money did not buy our existing audience a second time. It reached a new one.
“We brought Chris and Sara in to build awareness for Peloton IQ, and the spot they made outperformed what we expected from the format. It reached an almost entirely new audience, and people watched it all the way through, which is rare for a product-led piece. Their audience trusts them, and that trust is what made the message land.”
Nicole Avazian Creator and Influencer Marketing Manager, Peloton