First World Cup Halftime Show Sparks Major Global Streaming Lift for Featured Songs
The inaugural halftime show in World Cup final history delivered a significant digital surge for its star performers, with global music streaming figures doubling for featured tracks in the 48 hours following the stadium broadcast outside New York.
According to tracking metrics from Luminate, the entertainment data and analytics firm, Justin Bieber experienced the largest relative audience jump among the showcase’s acts. Global plays of his song “Everything Hallelujah” expanded 110%, climbing from 592,000 streams across Friday and Saturday to 1.25 million on Sunday and Monday.
Pop legend Madonna saw global on-demand streams for her featured single “Music” jump 66%, moving from 193,000 to 321,000 plays over the same comparative periods. Meanwhile, South Korean pop powerhouse BTS recorded a 43% gain for “Dynamite,” which advanced from 2.14 million to 3.05 million global streams.
The official tournament anthem, “Dai Dai” by Shakira and Burna Boy, generated 3.48 million new global plays immediately following the event. That marked a 24% overall increase, lifting the track from 14.78 million streams to 18.27 million globally. Domestically, U.S. audiences drove an even sharper gain for the anthem, pushing American streams up 52% from 1.68 million to 2.55 million.
Luminate’s analysis highlights a key distinction in listener behavior between major global sporting broadcasts. While the 11-minute World Cup set created sharp, highly concentrated spikes exclusively for the exact songs showcased on the field, it did not drive broader consumption across the artists’ back catalogs.
That trend diverges from American football’s flagship championship event, the Super Bowl, which traditionally acts as a catalyst for complete discography discovery. Following his headline set earlier this year, superstar Bad Bunny saw overall U.S. streaming across his entire catalog soar 175% on the Monday after the Super Bowl compared to the previous week.
