The band’s catalog drew 21 million U.S. on-demand streams on July 23, the day of the band’s formation 10 years prior.
In celebration of the 10-year anniversary of the formation of One Direction, the boy band’s catalog saw a 173.6 percent gain in U.S. on-demand streams the day of the anniversary (July 23), according to Nielsen Music/MRC Data.
On July 23, One Direction’s catalog, which includes five full-length albums, drew 21 million U.S. streams. That’s up 173.6 percent from July 22, which saw the band garner 7.7 million.
Assisting in the streaming boost: One Direction’s Twitter account, which had been dormant for nearly two years, posted multiple times about the anniversary, as did the most recent lineup of the group -- Harry Styles, Liam Payne, Niall Horan and Louis Tomlinson.