BTS' 'Normal' shatters Spotify record with biggest single-day streams for a K-pop music video

BTS have added another milestone to their record-breaking career after the music video for Normal became the most-streamed K-pop music video on Spotify in a single day, setting a new platform record.

Released exclusively on Spotify on July 17, the video amassed 8.6 million streams within its first 24 hours, surpassing the previous record held by Blackpink's Jump, which debuted with 7.6 million streams.

Spotify confirmed that the achievement marks the biggest single-day performance ever for a K-pop music video on the streaming platform, underscoring BTS' continued global popularity following their highly anticipated reunion earlier this year.

The music video was released as part of an exclusive partnership between BTS and Spotify, making it the group's first video to premiere on the platform before arriving elsewhere. Fans were also treated to three additional versions of the track, including a Korean-language edition and an instrumental release.

Directed by acclaimed Ukrainian filmmaker Tanu Muino, the visually striking video continues the themes explored in BTS' latest album, Arirang, examining identity, fame and the idea of what it means to be "normal" while living under constant public scrutiny.

The launch followed an unconventional promotional campaign that saw mysterious tabloid-style newspaper advertisements appear across the United States featuring the seven BTS members gathered inside a public bathroom. The cryptic images generated widespread speculation before ultimately being revealed as part of the marketing for Normal.

Fans quickly celebrated the record across social media, praising both the ambitious visuals and Spotify-exclusive rollout. The achievement adds to an already successful comeback era for BTS, whose fifth studio album Arirang has dominated streaming platforms and charts since its release.

The new record further reinforces BTS' status as one of the world's most influential music acts, demonstrating that even after more than a decade together, the group continues to redefine industry benchmarks with each new release.