Analyzing Beyoncé’s Financially Successful Christmas Day Halftime Show

No Typical Pay, Plenty of Exposure Beyoncé’s December 25 halftime performance, now celebrated as possibly the best in history, not only wowed audiences but also highlighted a significant shift in the economics of Super Bowl entertainment.

Traditionally, Super Bowl halftime performers are not paid directly; they profit from the massive global exposure. For example, following his 2018 Super Bowl appearance, Justin Timberlake experienced a 534% increase in music sales, illustrating the typical financial benefits, as reported by Esquire.

Beyoncé’s Strategic Business Move

However, Beyoncé’s approach this season broke from tradition and pointed to a new potential in performer compensation strategies.

Her electrifying show during the Christmas matchup between the Baltimore Ravens and the Houston Texans in Houston—her hometown—was more than just a musical feat.

Beyoncé performed several tracks from her album “Cowboy Carter” live for the first time, embedding a unique personal touch in what has been called the “Beyoncé Bowl.”

The Financial Game-Changer

Financially, the game-changer was Beyoncé’s strategic partnership with Netflix. According to Sports Illustrated, the performance is part of a lucrative $60 million deal with Netflix that covers three creative projects.

This contract reportedly netted her $20 million for her previous Netflix project, “Homecoming: A Film by Beyoncé,” implying a similar compensation for her halftime performance.

Just think about that number for a second. If a 13-minute halftime show by Beyoncé is reportedly valued at $20 million, that means an hourly rate of roughly $92 million — what many view as a life-changing amount of money.

People reported that while the NFL doesn’t pay performers for the Super Bowl Halftime Show, it does cover the production costs.

It’s unclear if Netflix or the NFL funded the production of Beyoncé‘s Christmas Day halftime show.