Impact of World Cup Halftime Show on Music Streaming

The World Cup’s first halftime show on Sunday, conducted just outside New York, made waves across the music scene. Stars like Madonna, Justin Bieber, BTS, and Shakira delivered condensed versions of their hits to an international audience, sparking notable increases in streaming numbers for their songs.

Luminate, a key player in music industry analytics, analyzed streaming data to understand shifts in listenership patterns around the event. They focused on the periods before the final—Friday and Saturday—and after the final—Sunday and Monday. Here are their findings:

• Justin Bieber’s “Everything Hallelujah”: Streaming numbers more than doubled, rising 110% from 592,000 to 1.25 million global streams.
• Madonna’s “Music”: Streams increased by 66%, moving up from 193,000 to 321,000 global streams.
• BTS’ “Dynamite”: Global streams rose from 2.14 million to 3.05 million, a 43% surge.
• Shakira and Burna Boy’s “Dai Dai”: The official 2026 World Cup anthem saw a 24% increase in global streams, jumping from 14.78 million to 18.27 million. In the U.S., streams rose by 52%, from 1.68 million to 2.55 million.

Interestingly, Luminate found that these increases were largely confined to the songs performed at the halftime show rather than extending across each artist’s full catalog. This trend mirrors patterns observed with Super Bowl halftime performances. For instance, Bad Bunny’s performance led to his catalog streams rising by 175% in the U.S. the day after the Super Bowl.