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TAYLOR'S STREAMING REPUTATION

In its first week of streaming, Taylor Swift's reputation is projected to generate 45-55 million streams, resulting in an SEA of about 30-35k. That would boost her overall SPS tally by about 20-25k vs. last week. Wonderers are wondering if her team's strategy of withholding streaming has paid off.

Sales of the Big Machine set, her first album since 2014's 1989, are 1.58m YTD after three weeks. The TEA/SEA combo adds another 60k for an SPS total of 1.64m. At the same point in its release, 1989 had sold 1.94m, 300k more than reputation's SPS equivalent. That said, reputation is now #2 at Apple Music.

After years of pushing consumers to a subscription model, are those consumers who have wholly embraced a subscription service now reluctant to spend even more money to purchase an album that's withheld from streaming services?

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