Adele released her comeback single ‘Easy On Me’ on Friday, and late that day both Spotify and Amazon Music announced that it had broken records on their services. The track is now the most-streamed song in a single day on Spotify – 24m streams according to reports.
‘Easy On Me’ also set a new record for the most first-day streams of a track on Amazon Music, although there are no figures with that one. As for YouTube, the track is now on 70.4m views three days after its release, although first-day records on that platform are much tougher to break: BTS’s ‘Butter’ recently set a new 24-hour milestone with 108.2m views.
Midia Research has a good blog post on why Adele’s success will “probably be best measured in terms of whether there is a genuine cultural moment” rather than in pure streaming numbers.
One thing that won’t be contributing to that cultural moment: a collaboration with Peppa Pig, ruled out by Adele, although she “deeply regrets” doing so after being played a sad voice note from the character.