Taylor Swift expected to match Ed Sheeran numbers with streams for Lover

Taylor Swift expected to match Ed Sheeran numbers with streams for Lover

Taylor Swift is expected to match the biggest streamed artists in the world as she returns with a new album.

The singer-songwriter releases her latest album, Lover, today (August 23) which is expected to have a large global impact, particularly in light of the record’s pre-release title track appearing favourably in the latest streaming charts – see next week's issue of Music Week for full details.

Speaking to Music Week, Deezer’s VP of artist marketing Nigel Harding predicted Swift would compete healthily with her pop peers when it comes to streaming.

“Taylor Swift is expected to have strong streaming figures similar to Ed Sheeran, who had a huge first weekend with his No.6 Collaborations Project,” he suggested.

“His daily streams remain consistently high on Deezer, and he is our second-most streamed artist worldwide this week, just behind J Balvin.”

Harding added that Deezer were geared-up to support not just Lover’s release but were already marketing Swift’s existing catalogue back to fans.

“We have featured Taylor prominently across our Deezer Pop Channel and heavily promoted our 100% Taylor Swift playlist. She’s also been the cover star of a number of our pop playlists and placed at the top of Hits of the Moment, Deezer’s biggest global playlist,” he said. 

“Of the three singles released so far, You Need to Calm Down has been the strongest performer with twice as many streams as any of Taylor’s other tracks this week.”

While Swift was expected to do well in her traditional markets, Harding noted that since Deezer’s recent launch in new territories, including the Middle East and North Africa region, the artist could expect to win a series of new fans.

“Taylor is most popular with our users in Brazil, just ahead of France, Germany and the UK,” he explained. “Since we launched in MENA, we’ve noticed users in Turkey stream Taylor the most, followed by users in Saudi Arabia.” 

Earlier this week Swift indicated that she wanted to re-record songs from her back catalogue after her former label Big Machine was acquired by Scooter Braun's Ithaca Holdings earlier this year. 

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