2016 saw streaming battles rise to a new level, with Tidal, Spotify, Apple Music and even Pandora all duking it out to win over subscribers and revolutionize how consumers experience music, whether we like it or not.
However, all business preferences aside, one thing is both undeniable and indisputable: the Weeknd now has another W to add to his ever-expanding collection.
While Friday (Nov. 25) marks the release of his highly anticipated LP, Starboy, it also doubles as the day where he broke Spotify's records for most streams in a single day.
While the streaming giant has yet to officially announce specific numbers, representatives have shared that the Weeknd has officially broke a record that Justin Bieber previously held. Last November, almost to the day, the Biebs racked up an impressive 36 million plays in one day, and now it's the Weeknd's turn to take the throne from his Canadian brethren.
"We're proud to have partnered with the Weeknd, his management and Republic Records on a phenomenal album," Spotify's global head of creative services, Troy Carter, shared in a statement. "We look forward to breaking even more records together in the near future."
On top of breaking the Spotify record, the R&B/pop crooner's latest project is also projected to reach the number-one spot on the Billboard charts, where it just might sit for the rest of the year.
(Photos from Left: Mike Windle/Getty Images for iHeartMedia, Paras Griffin/Getty Images for Atlantic Records, Tim Mosenfelder/Getty Images)