The frustration of INDYCAR's international fan base about not being able to watch the Indianapolis 500 practice sessions (in official ways) has made me think about the future of INDYCAR's international broadcasting. In this text I will explain why I think an international streaming platform operated by INDYCAR's American broadcasting partner would be the best solution.
In the USA, a traditional TV-based broadcasting model is still very much a must for INDYCAR. Free-to-air coverage, like the Indy 500 and seven other races get, is still the best display window for the sport despite streaming platforms challenging the linear television.
However, INDYCAR is unlikely to get free-to-air coverage almost everywhere outside the States. It may get some occasional new viewers on the pay-per-view sports channels it is on, however the cost of those pay channels also prevents some fans from watching the series. Also, there are even countries where there are no (official) ways to watch INDYCAR. A (reasonably-priced) international streaming platform would enable reaching those fans INDYCAR has overseas.
It might not make sense for INDYCAR to set up their own international streaming platform, especially as they couldn't use it in America where their biggest following is. INDYCAR needs a mainstream broadcasting partner in the USA; they couldn't reach a similar audience there by only streaming the races.
The most sensible solution might be selling the international streaming rights together with the American rights. The American broadcaster would be mandated to offer an all-inclusive streaming package outside the USA. It shouldn't be too difficult for the American broadcaster to offer the international streaming. They are already producing the coverage and they already have the technology for a streaming platform. All they'd have to do is to monetize the international interest in INDYCAR.
I'd see this as an ideal solution for the international broadcasting of INDYCAR. This way fans from around the world could enjoy all the content the American broadcaster offers to the American fans. Given Indy car racing's overseas status as a niche sport, hardly any international broadcaster is going to put as much effort into their INDYCAR coverage as the American broadcaster does.
Of course, TV coverage can still help to reach new viewers who wouldn't subscribe to a streaming service. Also, local broadcasters can provide commentary in local languages as opposed to an international stream in English. Even if there was a streaming package, INDYCAR should still look for overseas TV partners. A streaming package doesn't necessarily rule out TV deals. As an example, the ATP Tour, where INDYCAR's CEO Mark Miles has a background, has its Tennis TV streaming package available globally. That still doesn't stop the ATP making local broadcasting deals with TV networks, many of which are also offering their own streaming services.
