NEW YORK (AP) — An 11-minute musical showcase at the World Cup’s first-ever halftime show has translated into a major spike in music streams for the performers who took the stage just outside New York City last Sunday.
Madonna, Justin Bieber, BTS, and Shakira each delivered shortened versions of their biggest hits during the high-profile performance. Now, industry analytics firm Luminate has crunched the numbers to reveal just how much of a boost those artists received.
Luminate compared streaming figures from the two days before the World Cup final — Friday and Saturday — against the day of the final and the following day, Sunday and Monday. Here’s what they found:
Justin Bieber saw the biggest jump of the group. Streams of his song “Everything Hallelujah” more than doubled, climbing 110% from 592,000 streams to 1.25 million worldwide.
Madonna’s “Music” also got a significant lift, with global streams rising 66% — from 193,000 to 321,000.
K-pop group BTS saw streams of “Dynamite” grow from 2.14 million to 3.05 million globally, a 43% increase.
Shakira and Burna Boy’s official anthem for the 2026 World Cup, “Dai Dai,” added 3.48 million new global streams — a 24% jump from 14.78 million to 18.27 million. In the United States specifically, streams of “Dai Dai” surged 52%, going from 1.68 million to 2.55 million.
Luminate noted one key distinction between World Cup and Super Bowl halftime performances: the streaming boost for World Cup artists was largely concentrated on the specific songs they performed, rather than spreading across their broader music libraries. That’s a pattern more commonly seen after Super Bowl halftime shows.
As a point of comparison, rapper Bad Bunny’s record-setting Super Bowl halftime performance this year caused streams of his entire catalog to jump 175% in the U.S. on the day after the game, compared to the previous Monday.
