GELSENKIRCHEN, GERMANY – JULY 17: EDITORIAL USE ONLY. NO BOOK COVERS. Taylor Swift performs onstage … [+] during “Taylor Swift | The Eras Tour” at Veltins Arena on July 17, 2024 in Gelsenkirchen, Germany. In the past tracking week, digital sales of Taylor Swift’s latest album The Tortured Poets Department surged more than 1,200%. (Photo by Andreas Rentz/TAS24/Getty Images for TAS Rights Management )
Getty Images for TAS Rights Management
Taylor Swift rules the Billboard 200 again this week, and she makes history by doing so. The Tortured Poets Department is in charge of the list of the most-consumed albums in the U.S. for a twelfth consecutive frame, which is a feat rarely seen. The title continues to hold on thanks, in part, to a huge sales sum, which is up significantly from last period.
The Tortured Poets Department sold 90,000 copies in the last tracking week. That’s the kind of number that even the biggest names in the industry hope for when their latest collection debuts. The fact that Swift is managing to hit such impressive figures a dozen frames into her latest offering’s time on the charts is notable.
Sales of The Tortured Poets Department were up 154% from the week prior. Digital purchases help that sum climb so steeply, and when looking specifically at those buying the title from online-only platforms, it becomes clear that these sales are largely to thank for the full-length’s continued success.
In the past tracking frame, The Tortured Poets Department sold 19,000 digital copies. That’s up 1,266% from the week before, according to Billboard.
Fans didn’t only buy The Tortured Poets Department digitally, though those sales did play a major part in keeping Swift’s new project at No. 1, despite tough competition. The effort also sold 67,000 copies on CD. That figure is up 127% from the same seven-day period that came just before.
Purchases are typically strongest for almost any album in the first week or two it’s available. That’s when most fans open their wallets to pick up a physical copy of a newly-released effort, and it’s usually those people who are willing to do so. After that time passes, most of the time, streaming activity keeps a set going, as sales dwindle.
Swift has bucked this trend somewhat by continuing to release new versions of The Tortured Poets Department. Every once in a while, she will share a slightly altered take on the title, which spurs superfans to buy yet another copy. These sets, which can feature a new acoustic take or a live rendition of a song, are offered on her website, and often for only a few days or even hours.
Clearly, limited supply and short buying windows haven’t been hurting Swift’s sales. The Tortured Poets Department is far and away the bestselling album of the year in America, and somehow, it just keeps going.
ForbesTaylor Swift’s ‘Lover’ Helps Her Double Up Inside The Top 10By Hugh McIntyre
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