Ed Sheeran appears to have cracked the streaming music marketing code. Alongside a record breaking debut on Spotify - including smashing first day, one day and other records - his new release "Divide" is finding the same massive success on YouTube.
Ed Sheeran’s new album “÷” [Divide] has topped 1 billion views on YouTube, hitting just days after release. Starting with the early year release of lyric videos for "Castle on a Hill" and "Shape of You," through the addition if 14 new videos on Friday to celebrate the album’s release, Sheeran fans have been hitting play in record numbers.
Sheeran has seen massive growth on YouTube in recent weeks. In the last two months, his channel has gained over 3 million subscribers, the most of any channel so far in 2017.
Lyor Cohen, Global Head of Music said “Ed Sheeran is one of the biggest stars in the world and his new album is his best yet. For years, he’s paired his songs with consistently creative music videos, so it’s great to see fans rushing to YouTube to watch them and show support for his new album.”
Sheeran’s success is also translating to YouTube’s music charts, where he is occupying six spots out of the Top 100 Videos for the week ending February 23rd.