Music downloads may not be dead â at least for a day.
Digital sales of Adeleâs Grammy-winning â25â album spiked an astounding 150 percent on Sunday â moments after the singer won Album of the Year, statistics released on Wednesday show.
That compares with an increase of just 10 percent last year when Taylor Swift won the same Grammy for her â1989â album, according to Nielsen Music, which compared sales and streaming volume on Sunday, the day of the Grammy Awards show, to the average rate of the two previous days.
Digital downloads have been falling in recent years as music lovers migrate to streaming services like Spotify, Apple Music, Tidal and Pandora.
Downloads of the Adele single âHello,â which won Record of the Year, saw a Grammy day increase of 308 percent. Thatâs up from a 71 percent increase achieved by Bruno Marsâ âUptown Funk,â which won the same award in 2016.
âItâs amazing how fast a performance and downloads work together,â said David Bakula, senior VP of analytics at Nielsen Entertainment. âHaving a hit performed that people havenât heard in years is like putting gas on the fire.â
Overall, the songs performed on the Feb. 12 Grammy broadcast enjoyed a 207 percent gain in same-day downloads, to 178,000.
The Timeâs tribute to Prince generated a 1,837 percent increase in download sales for âJungle Loveâ and a 4,180 percent increase for âThe Bird,â statistics show.
Not surprisingly, streams of Princeâs music, which became widely available only on Saturday, showed an incredible boom. Bruno Marsâ âLetâs Go Crazyâ tribute to Prince lifted streams of that song 11,264 percent.
This yearâs Grammy viewership of 26.05 million on a Sunday night was 1.1 million higher than the total tuning into the broadcast on a Monday night last year.
The weekend airing could have played into the increases in streams and downloads.