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Ed Sheeran's 'Divide' Redefines What A Hit Looks Like In The Streaming Era

LONDON (Hypebot) — Ed Sheeran’s new record ÷ (‘Divide’) has smashed the previous record for most first week streams of an album in a little over 4 days. The previous first week record was held by The Weeknd, who got 223 million streams in the 7 days after the release of 'Starboy' last November.

Sheeran's ‘Divide’ exceeded 218 million streams in just over 4 days in the early hours of Tuesday, March 7th. By the end of Tuesday, the album's fifth day of release, 'Divide' had over 273 million streams, and is on course for a massive week.

'Shape of You' is currently Global #1 on Spotify, and 'Galway Girl' is Global number 2. All 16 album tracks are in Spotify's Global Top 50.

Sheeran also broke the record for the Best First Day streams for an album (56,727,861 streams), almost doubling the record set by the previous record holder, The Weeknd’s Starboy, with 29 million streams in November 2016.