The halftime performance of the World Cup final, with Madonna, Justin Bieber, BTS and Shakira, not only captivated the global audience. It also generated an immediate rebound in the reproductions of his songs on digital platforms.
Luminate, a firm specializing in music industry data, analyzed listening behavior two days before the event and compared it to the day of the final and the day after. The results show significant increases in each interpreted theme.
- Justin Bieber — Everything Hallelujah rose 110% globally: from 592 thousand views to 1.25 million.
- Madonna — Music grew 66%, going from 193 thousand to 321 thousand.
- BTS — Dynamite increased 43%, from 2.14 million to 3.05 million.
- Shakira and Burna Boy — Dai Dai, official anthem of the 2026 World Cup, rose 24% globally (from 14.78 to 18.27 million) and 52% in the US (from 1.68 to 2.55 million).
Luminate’s study also revealed that the increase was limited to songs performed in the field, not artists’ entire catalogs. A phenomenon similar to that which occurs with the Super Bowl halftime show.




