During last night’s Euro 2020 football match between England and Germany, the camera regularly cut to Ed Sheeran in the crowd, perched next to David Beckham. However, that’s not the only way Sheeran has been enjoying the tournament.
Last Friday he played a livestream on TikTok with two replays the following day. Now TikTok says Sheeran broke the record for the biggest livestream audience on its platform: more than 5.5 million viewers across the three broadcasts.
He has also broken another of the app’s record: the “biggest global song preview on TikTok”, with more than 400k videos using the official clip from his new single ‘Bad Habits’ so far.
TikTok’s blog post has more details on the event, from its “stage designed and created to be native to vertical video” to the note that Sheeran’s own TikToks have been watched 150m times since the start of the tournament.
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