Bad Bunny Bounces To Big Super Bowl On Instagram

John Cassillo

Feb 9, 2026 • 1 min read

Photo by Mihai Moisa / Unsplash

Part of Bad Bunny's major appeal as a Super Bowl halftime performer was his Gen Z-focused audience.

Before the game, data from Tubular Labs revealed that nearly 71% of Bad Bunny's YouTube audience was Gen Z, and those viewers were also likely to create content about him – and the Super Bowl itself – in kind.

The theory seemed to hold some weight in the 24 hours after his halftime show.

Tubular data showed that on Instagram alone, videos about Bad Bunny generated over 605 million views.
Nearly 50% of those were generated by individual creators – so not just coming from Bad Bunny or the NFL's respective accounts.
Over half of the videos uploaded to Instagram about Bad Bunny in the last week came in the immediate aftermath of the Super Bowl halftime show (despite the fact that he was already a popular video topic).