IndyCar gets more viewers for Iowa practice via streaming than NBCSN race viewers

Nielsen TV ratings need to add streaming content to is rating system so content providers can properly monetize it

Cord cutters are on the verge of a victory.

ESPN is planning a live-streaming service that could be purchased without a cable subscription, according to multiple reports.

The direct-to-consumer platform will feature primarily niche sporting events, but is a clear response to viewers who are cutting the cable cord.

ESPN lost 7 million subscribers from 2013-15 and 453,000 this year from June to July, according to Nielsen Media Research.

Live-streaming, meanwhile, is gaining in popularity.

When IndyCar.com streamed highlights from Saturday’s practice runs at Iowa Speedway in Newton, it drew 872,000 viewers.

That’s more than a typical college basketball game and that is more than IndyCar gets for its NBCSN race broadcasts.

“I think the sky is the limit here," said Brian Simpson, manager of digital and social media operations for Verizon IndyCar. “It’s still kind of new for broadcasters, and they’re trying to figure out how to monetize it."

IndyCar holds broadcast agreements with ABC and NBC, but maintains flexibility to offer extra content on its website.

“NBC in particular has been really good partners with us," Simpson said. “NBC does cover some of our practices and some of our qualifying, and we’ve kind of come to an understanding that they’re cool with us streaming our content as long as we support them when they’re streaming it."

Simpson notices at least two key advantages of IndyCar streaming content:

Much of its audience is international viewers, who may not have access to traditional American networks. Colombia, in particular, is a growing market.

Others see streaming as better suited to their schedules.

“I think people want content on demand," Simpson said. “So they’re looking to get what they want, how they want it, on the device they want it, when they want it.

“So, it’s not so much whether I have a cable provider… It’s just that I want to be able to get whatever I want on my phone."