The streaming music service announced 'Divide' has the most first-day streams for an album.
According to the streaming music service, Divide now holds the title for highest number of first-day streams for an album with 56,727,861 streams, which is nearly twice the amount of the previous record holder, The Weeknd’s Starboy (29 million).
In addition, “Shape of You,” one of the first two tracks off the album, achieved the highest one-day streams for a song with 10,123,630, besting its own record of 7,940,950 streams from January when it premiered. Collectively, Sheeran is also Spotify’s most-streamed artist over the course of a single day — his music repertoire was streamed 68,695,172 times on Friday.
Sheeran planned Divide first as a September 2016 release and then November, but changed his plans because of the presidential election. “The week the album was coming out was the week the presidential elections,” he explained. “That was just a s— storm of media and I was like, ‘Obviously if I come out with a record then no one’s gonna care.'”
The singer dropped “Shape of You,” “Castle on the Hill,” and “How Would You Feel (Paean)” ahead of the full album release. All 16 tracks ascended to the Spotify Global Top 50 chart, thanks in part to international markets. The songs also comprised the top spots on Spotify’s Top 50 chart in the U.K.