Apple Music played a pivotal role at Super Bowl LX, connecting with one of the most anticipated music events of the year. The Apple Music Super Bowl LX Halftime Show featuring Bad Bunny generated a surge in streaming numbers, high engagement rates, and several records worldwide. This positive impact was evident not only during the live broadcast but also in the usage data for Apple Music, Shazam, and radio in the days leading up to and following the event.
The Apple Music Super Bowl LX Halftime Show centered around Bad Bunny's performance at Levi's Stadium in Santa Clara, California. The historic performance was enhanced by guest appearances from Lady Gaga and Ricky Martin. According to Apple Music's real-time listening data, the halftime show immediately led to a significant increase in concurrent listeners worldwide. The accompanying press conference also became a record-breaking event.
Record numbers around the Halftime Show
Immediately after the Apple Music Super Bowl LX Halftime Show, Bad Bunny's concurrent listenership on Apple Music spiked. The performance was quickly ranked as one of the most talked-about music moments of the year. Additionally, the Apple Music Super Bowl LX Halftime Show press conference featuring Bad Bunny achieved the highest reach ever recorded for a Super Bowl press conference.
Within 48 hours, the press conference and accompanying content such as the livestream and social media clips reached more than 63 million views, setting a new record in Super Bowl history.
Apple Music's streaming numbers are rising sharply
Immediately after the halftime show, Apple Music saw a massive increase in Bad Bunny streams. The number of listeners rose sevenfold compared to the previous level. The songs "DtMF", "BAILE INoLVIDABLE" and "Tití Me Preguntó" were particularly popular right after the show.
The full performance of the Apple Music Super Bowl LX Halftime Show, as well as the complete setlist, are available via Apple Music and further contributed to the continued high demand.
Effects after the release of the official trailer
Even before the Super Bowl, Apple Music's influence was clearly evident. Following the release of the official halftime show trailer on January 16, streams of Bad Bunny tracks increased noticeably. Streams of "BAILE INoLVIDABLE" rose by 54 percent in the US and by 36 percent worldwide.
The growth was particularly striking in non-Spanish-speaking countries. In Canada, plays increased by 60 percent, in the UK by 54 percent, and in Brazil by 43 percent. Simultaneously, interest in the song lyrics also increased. The lyrics of "BAILE INoLVIDABLE" saw a 119 percent increase in views in the US, and a 79 percent increase worldwide.
Chart successes and regional focus
"BAILE INoLVIDABLE" reached number 1 on the US Latin charts and made it into the top 10 in nine US cities. In Chicago, the song climbed 50 chart places, and in Houston, it jumped an impressive 71 places. This meant the track landed in the local top 10 in two cities with particularly high NFL viewership. The five most-streamed songs after the show were:
- "BAILE INoLVIDABLE"
- "DtMF"
- "Tití Me Preguntó"
- "Moscow Mule"
- "Vete"
The cities with the most Bad Bunny listeners on Apple Music were Mexico City, New York City, Los Angeles, Lima, Chicago, Houston, Dallas, Miami, Santiago de Chile and Ecatepec de Morelos.
Shazam data and radio deployments
The effect of the Apple Music Super Bowl LX Halftime Show was also clearly visible on Shazam. Shazam searches for Bad Bunny tracks had been steadily increasing since November. In the US, average daily recognitions in January were eight percent higher than in the previous month.
During the same period, Bad Bunny's radio plays in the US reached their highest level since June 2025, increasing by 13 percent compared to the previous six months. Since Bad Bunny's announcement as the headliner of the Apple Music Super Bowl LX Halftime Show, his lyrics have been viewed more often on Shazam than those of any other non-English-speaking artist, with the US accounting for the largest share.
On January 16, "BAILE INoLVIDABLE" saw a 130 percent increase in Shazam activity compared to the average of the previous seven days. On January 17 and 18, activity in the US was higher than in any other country. On January 22, the song reached number 30 on the US Shazam charts, its highest position since February 2025.
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Apple Music as a driver of global music events
The Apple Music Super Bowl LX Halftime Show with Bad Bunny had a measurable and lasting impact on streaming numbers, charts, Shazam activity, and radio airplay. Apple Music once again established itself as a central platform for global music events. The performance demonstrated how powerfully live performances, digital reach, and data-driven analysis can reinforce each other and generate sustained global attention. (Image: Apple)
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