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Adele’s ’30’ Breaks Apple Music’s Pre-Add Milestone In Record Time

Adele’s return after six years with single “Easy On Me” has been setting records and notching milestones already in the two weeks since its release Oct. 15, slotting in at No. 1 on the Hot 100 in its first full week of availability and becoming Spotify’s most-streamed song in a single day. But as it heralds the British singer’s upcoming fourth album, 30, out Nov. 19, it’s also breaking records on Apple Music for pre-adds, which is Apple speak for users who pre-save an album to their libraries before the album’s official release.

According to a rep for the service, Adele’s 30 became the most pre-added album of all time on Apple Music in just the first week that option became available, also setting the record for the largest number of pre-adds in a single day and setting the all-time record in the shortest amount of time. The previous record for most pre-adds ahead of an album’s release was Billie Eilish for her sophomore album Happier Than Ever, which reached just north of 1 million pre-adds.

Adele’s 30, of course, still has three more weeks to continue racking up pre-adds before it becomes available. Apple declined to share the current number 30 has reached so far, citing the weeks-long runway still to go before its release.

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According to Apple Music, listeners that pre-add albums listen to those releases an average of 4.2 times more than users who do not; for pop albums, that number rises to 5.6 times during an album’s initial week of release. Two-thirds of those users who pre-added an album also return to it again during its first week.

In addition to the records for the album, the song itself has been making big inroads around the world, hitting No. 1 on Apple Music’s daily top 100 charts in 89 countries and 79 cities, while topping the top 100 global chart each day since its release. Meanwhile, as Billboard reported this week, the song has been a boon to Adele’s catalog both in the U.S. and globally, and that’s been reflected on Apple Music as well: the service says songs from her catalog hit daily top 100 charts in 87 countries after the release of “Easy On Me,” with “Rolling In The Deep” alone re-entering in 69 countries, with 20 of her catalog titles re-entering the daily top 100 charts.

Overall, total U.S. on-demand streams for Adele’s first three albums ballooned in the week ending Oct. 21, with her 2008 album 19, 2011’s 21 and 2015’s 25 increasing 93% to 11.34 million streams, 79% to 25.86 million and 93% to 33.39 million, respectively, compared to the prior week, according to MRC Data.