From iconic solo performers such as James Brown and Michael Jackson, to supergroups like The Rolling Stones and Bruce Springsteen and the E Street Band, the Super Bowl Halftime show has become one of the game’s most anticipated events. Considering the number of legendary musicians who have performed, we began to wonder: how does an artist’s Super Bowl performance help grow their fanbase on YouTube?
The Impact a Super Bowl Halftime Performance has on Artists’ Subscribers
Last year, we examined the views bumps that artists’ videos receive following their Super Bowl performances. This year, we decided to focus on YouTube subscribers
Looking back at the artists who have performed in the past 4 years, it was Destiny’s Child who had the greatest increase in official channel subscribers following the 2013 Super Bowl, with an increase of 427%. For this same performance, Beyoncé herself saw an increase of 196%. The huge increase in subscribers on the official Destiny’s Child YouTube channel was most likely due to the long-awaited reunion of the group, who had not performed together since 2007.
When Beyoncé returned to perform at the Super Bowl in 2016, she saw a subscriber bump of 145%, but the moment belonged to headliners Coldplay, who saw a subscriber bump of 234% for their Super Bowl debut.
Love For the Halftime Show’s Songs
It’s clear that even established artists with vast worldwide fanbases can grow their audience online as a result of playing the Super Bowl Halftime stage. The songs they play on game day reach millions of listeners around the world. They grow even more popular as old fans reconnect with past favorites and new listeners discover tracks for the first time. Among all Super Bowl Halftime artists over the last four years, who has had the largest increase in views for the songs that they performed?
Among the past four years’ headliners — Coldplay, Katy Perry, Bruno Mars and Beyoncé — it was Beyoncé who had the greatest increase in YouTube video views for songs performed at the Super Bowl (a 54.8% increase). This was more than double the increase in views for Coldplay (27%), Katy Perry (23.9%), and Bruno Mars (21%).
This year, Lady Gaga is set to entertain the millions watching Super Bowl LI. Check back here for more Super Bowl analyses!