Bad Bunny’s Super Bowl Performance: A Turning Point for Halftime Shows?
Bad Bunny’s Super Bowl LX halftime show delivered a record-breaking performance on social media, amassing 4 billion views in its first 24 hours – a 137% increase over Kendrick Lamar’s show the previous year. However, traditional television viewership clocked in at 128.2 million, falling short of becoming the most-watched halftime show ever. This dichotomy signals a potential shift in how we measure the success of these massive entertainment events.
The Rise of Social Media Engagement
The staggering social media numbers surrounding Bad Bunny’s performance highlight the growing importance of platforms like TikTok, Instagram and X (formerly Twitter) in shaping cultural moments. While television viewership remains significant, it’s no longer the sole indicator of impact. 55% of the social media engagement for the show originated from international markets, demonstrating Bad Bunny’s global reach.
Apple Music reported a sevenfold increase in Bad Bunny streams following the Super Bowl, with tracks like “DtMF,” “BAILE INoLVIDABLE,” and “Tití Me Preguntó” leading the surge. The show’s playlist also became the most-streamed on the platform, further solidifying the connection between live performance and digital consumption.
Television Viewership: Still a Force, But Evolving
Despite not breaking overall records, Super Bowl LX still drew an impressive 124.9 million television viewers across NBC, Peacock, Telemundo, NBC Sports Digital, and NFL+. The second quarter of the game between the Seattle Seahawks and New England Patriots peaked at 137.8 million viewers, marking the highest audience peak in U.S. Television history.
The Spanish-language broadcast on Telemundo also achieved a record, averaging 3.3 million viewers and peaking at 4.8 million during Bad Bunny’s performance. This underscores the increasing importance of catering to diverse audiences and providing content in multiple languages.
Where Does Bad Bunny Rank in Halftime History?
Bad Bunny’s halftime show landed as the fourth most-watched in history, with 128.2 million viewers. He followed Kendrick Lamar (133.5 million in 2025), Michael Jackson (133.4 million in 1993), and Usher (129.3 million in 2024). This demonstrates the continued draw of iconic performers, even as viewing habits change.
The Future of Halftime Shows: A Hybrid Approach
The Super Bowl LX results suggest that future halftime shows will need to embrace a hybrid approach to maximize impact. Success will be measured not only by television ratings but also by social media engagement, streaming numbers, and international reach. Expect to see:
- Increased focus on social media integration: Halftime shows will likely be designed with shareable moments in mind, encouraging viewers to actively participate on social media.
- More diverse artist lineups: The selection of artists will prioritize global appeal and representation of different genres and cultures.
- Enhanced digital experiences: Platforms like Apple Music and Spotify will play a larger role in extending the halftime show experience beyond the live broadcast.
- Personalized viewing options: Streaming services may offer interactive features, allowing viewers to choose camera angles, access exclusive content, and engage with other fans in real-time.
FAQ
Q: What was the peak viewership for Super Bowl LX?
A: 137.8 million viewers during the second quarter.
Q: How many social media views did Bad Bunny’s halftime show receive?
A: 4 billion views in the first 24 hours.
Q: Where did the majority of the social media engagement for Bad Bunny’s show come from?
A: 55% of the engagement originated from international markets.
Q: What songs saw the biggest increase in streams after the Super Bowl?
A: “DtMF,” “BAILE INoLVIDABLE,” and “Tití Me Preguntó.”
Don’t miss our other coverage of the evolving entertainment landscape. Explore more articles here.
