TAY'S ERAS LAUNCH FUELS STREAMING SURGE

Anticipation for the live return of Taylor Swift has triggered a surge of streams across her catalog. When The Eras Tour launched on 3/17, Swift charted 15 songs at Spotify U.S. By Sunday (3/18), that number had grown to 19. "All the Girls You Loved Before" (Republic), released Friday. leads the way #5 at Spotify U.S.; it's also at #2 at iTunes and #20 at Apple Music

"Cruel Summer" from Lover, "Don't Blame Me" from Reputation, "Blank Space" from 1989 and "cardigan" from folklore have all soared on the Spot's U.S. Top 100.

This streaming growth—on a Sunday, no less—emphasizes the demand for all things Swift. Clips from the first two nights of the tour, at Glendale, Arizona's State Farm Stadium, are dominating the socials.

How long will it continue? Swift's next dates are 3/24-25 at Las Vegas' Allegiant Stadium. Could streaming during the gaps between stadiums sustain Tay's catalog activity throughout the tour? Stay tuned.