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.
If Sheeran doesn't quite match them, he could go third on that list, above Take That's Progress, which sold 518,601.
÷ is on track to achieve one of the biggest first-week totals of recent years.
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More than 430,000 copies have been sold in its first three days across physical, digital and streaming equivalent sales, meaning it is nearly certain to claim the coveted number one spot in the Official Albums Chart. The most popular format for the LP by far is physical, at 63%, with digital accounting for 31% of all sales and streaming equivalent sales making up the remainder (just 6%). Divide shifted 232,000 copies in its first day which makes it a likely contender to surpass Adele's 25 and Oasis's Be Here Now with 800,000 each. "That's a big f--ing feat because her last album sold 20 million", he recently told GQ.
Divide clocked up more than 50 million streams on day one, surpassing the previous record of 29 million streams held by The Weeknd's Starboy. "But if I don't set her as the benchmark then I'm selling myself short".
Shape Of You looks to remain at the top of the singles charts for the ninth week running with new entries Galway Girl and flawless now at third and fourth behind Castle On The Hill.