The first-ever FIFA World Cup halftime show in New York featured a high-energy set from stars like BTS and Shakira. Data from Luminate indicates the 11-minute performance caused immediate streaming spikes for the specific tracks played.
The 110% surge for Justin Bieber's 'Everything Hallelujah'
Luminate reports that Justin Bieber's "Everything Hallelujah" saw the most dramatic relative growth,with global streams climbing from 592,000 to 1.25 million. this represents a 110% increase immediately following the New York performance.
Other artists also saw significant gains. BTS experienced a 43% rise for their hit "Dynamite," which moved from 2.14 million to 3.05 million global streams. Meanwhile, the official 2026 World Cup anhem "Dai Dai" by Shakira and Burna Boy grew by 24% globally, reaching 18.27 million streams, with a more pronounced 52% jump specifically within the United States, rising from 1.68 million to 2.55 million.
Why the World Cup differs from Bad Bunny's 175% Super Bowl boost
The streaming patterns observed by Luminate highlight a distinct difference between the FIFA World Cup and the NFL's Super Bowl. While the Super Bowl often creates a "halo effect" that lifts an artist's entire discography, the World Cup event was strictly song-specific, focusing growth almost exclusively on the tracks performed on the field.
As a point of comparison, the report notes that Bad Bunny saw a 175% increase across his entire U.S. catalog the day after his Super Bowl appearance. In contrast, the performers in New York did not see similar broad catalog gains, suggesting the FIFA World Cup audience engages with the immediate sonic moment rather than using the performance as a gateway to explore an artist's full history.
The promotional power of the 11-minute New York medley
The 11-minute duration of the showcase proved to be a highly efficient engine for music discovery. By blending multiple global stars into a compact medley, the FIFA World Cup created a direct pipeline to streaming algorithms, delivering explosive growth that traditional marketing campaigns rarely achieve in such a short window.
This strategic evolution in tournament entertainment allows the FIFA World Cup to amplify several hits simultaneously. according to Luminate, this model demonstrates a new way for live sports to redirect listener behavior on a massive, global scale, providing a measurable commercial value for the music industry.
The missng data on Madonna's streaming impact
Despite the presence of Madonna in the star-studded lineup, the Luminate data provided does not specify the exact streaming percentage or volume increase for her particular tracks. It remains unclear if her veteran status resulted in a different consumption pattern compared to the pop-centric surges of Justin Bieber or BTS.
Additionally, the report focuses on the immediate 48-hour window surrounding the final. It is yet to be seen if the "Dai Dai" anthem's 24% global jump will translate into long-term chart stability or if it will fade as a temporary, event-driven spike once the tournament's immediate excitement wanes.
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