The recent World Cup halftime performance, featuring a condensed set of hits from Madonna, Justin Bieber, BTS, and Shakira, has led to a notable increase in music streams for the participating artists. Data analyzed by Luminate, an industry data and analytics company, shows a surge in global streams for the songs performed during the event.
Luminate tracked song streams for each artist for the two days preceding the final (Friday and Saturday) and compared them to the streams on the day of the final and the day after (Sunday and Monday). This analysis revealed distinct jumps in listenership tied to the performance.
Global streams of Justin Bieber's "Everything I Wanted" more than doubled, increasing by 110% from 592,000 to 1.25 million. Madonna's "Music" saw a 66% rise, growing from 193,000 to 321,000 streams. BTS' "Dynamite" experienced a 43% increase in global streams, moving from 2.14 million to 3.05 million. Shakira and Burna Boy's World Cup anthem "Dai Dai" also saw a significant bump, adding 3.48 million global streams for a 24% increase, reaching 18.27 million. Within the U.S. alone, streams of "Dai Dai" rose by 52%, from 1.68 million to 2.55 million.
The data indicates that the streaming boosts were primarily concentrated on the songs performed live, rather than the artists' entire music catalogs. This pattern is often observed following high-profile performances, such as Super Bowl halftime shows, where artists like Bad Bunny recently experienced a 175% catalog stream increase in the U.S. on the day after the Super Bowl compared to the previous Monday.