Taylor Swift’s ‘Folklore’ Off to Fast Start, Over Half-Million Units Earned in U.S. in First Three Days

It has already surpassed the biggest week of 2020 for any album.

Taylor Swift’s new album Folklore has earned more than 500,000 equivalent album units in the U.S. in its first three days of release, according to initial reports to Nielsen Music/MRC Data. The set was released with little advance notice on Friday, July 24.

Per those reports, Folklore has, in just its first three days, already surpassed the biggest week of 2020 for any album, captured earlier this month by the arrival of Juice WRLD’s Legends Never Die, which launched with 497,000 units in the week ending July 16. The last album to garner at least 500,000 units in a week was Swift’s previous LP, Lover, which bowed at No. 1 on the Billboard 200 chart dated Sept. 7, 2019, with 867,000 units earned in the week ending Aug. 29, 2019.

Equivalent album units comprise album sales, track equivalent albums (TEA) and streaming equivalent albums (SEA). Each unit equals one album sale, or 10 individual tracks sold from an album, or 3,750 ad-supported or 1,250 paid/subscription on-demand official audio and video streams generated by songs from an album.

Of Folklore’s more than 500,000 units tallied in its first three days, album sales power more than 400,000, while the bulk of the remainder is in SEA units.

Folklore’s 16 songs garnered 126 million on-demand streams in its first two days of release in the U.S. No album outside of the R&B/hip-hop or Latin genres has generated that many streams in a week in 2020. (The biggest streaming week for any album in 2020 was earned by Legends Never Die’s debut frame, with 422.63 million.)

Folklore is currently only available to purchase via Swift’s official webstore or via digital retailers such as the iTunes Store. No information has been announced regarding a wider release on any physical format (CD, vinyl, etc.) to retailers outside of Swift’s webstore.

Swift’s webstore is selling over a dozen physical/digital album bundles (with a CD, vinyl LP or cassette, plus the digital album). All of the physical/digital bundles deliver the digital version of the album upon purchase to the customer, while the physical version will ship to the customer later. Sales of such bundles – where two formats of the same album are bundled together – are counted as one sale, with the album configuration sold determined by the first version of the album that is fulfilled to the customer.

Swift’s store additionally has over a dozen merchandise/digital album bundles currently available to purchase.

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