SHEERAN DIVIDES
AND CONQUERS

Ed Sheeran’s streams increased in the U.S. on Monday to give Divide its biggest streaming day so far. At over 20m streams, Sheeran’s latest edged past its opening day on Friday. Songs from Divide have already been streamed more than 75m times in the U.S., a rarity for a non-urban act.

Justin Bieber is the only non-urban act to see songs from an album streamed more than 75m times in a single week. Purpose recorded 100m and 81m streams, respectively, during its first two weeks of release. For the week, we are projecting 125m+ streams for Divide with an SEA of 85-90k.

For reference, peruse the 25 weeks with the biggest streams below. As for the Top 100, Drake (or Drake/Future) has 34. The Weeknd has 18 of that 100, while Bieber has nine and Rihanna and Kanye each have five.

As the streaming subscriber counts get larger and larger, superstar streaming numbers will continue to get bigger and bigger. Stay tuned for updates as we follow Sheeran, and soon Drake. What will the latter's next numbers look like in comparison to that of Views? Time shall tell.