Another day, another new record set by Taylor Swift. The singer's new "Look What You Made Me Do" video is on track to break Vevo's 24-hour record, which was most recently held by Adele's "Hello" video.
Swift's first official Reputation-era music video is on its way to surpassing 30 million views in its first day of release, according to a press release issued by Vevo. The "Look What You Made Me Do" video, which premiered Sunday night, has been watched 1.5 million times every hour.
Adele's "Hello" video owned the record previously, with 27.7 million views on its Oct. 23, 2015 release day. Rounding out the top five most-viewed videos in 24 hours are Swift's "Bad Blood" (20.1 million views on May 17, 2015), Nicki Minaj's "Anaconda" (19.6 million views on Aug. 19, 2014) and Miley Cyrus' "Wrecking Ball" (19.3 million views on Sept. 9, 2013).
Swift's "Look What You Made Me Do" single already set Spotify's global first-day record, with eight million streams on its date of release. The lyric video for the track topped YouTube's record for the most-viewed lyric video in 24 hours, with more than 19 million views. Her return single is also headed for No. 1 on next week's Billboard Hot 100 chart.
The "Look What You Made Me Do" video was directed by Joseph Kahn, and the song was written and produced by Swift and Jack Antonoff. Swift's Reputation album is scheduled for a Nov. 10 release.