BTS added another milestone to its 2026 comeback year on Friday, July 17, when the music video for "NORMAL" became the most-streamed K-pop music video in a single day in Spotify's history.
Spotify confirmed the record on its official Instagram and X accounts, marking the latest achievement for the group's fifth studio album, ARIRANG. The video, directed by Ukrainian filmmaker Tanu Muino, premiered exclusively on Spotify for Premium subscribers in select beta markets, part of a rollout strategy the streaming platform has increasingly used to spotlight K-pop releases.
The record builds on a string of milestones for ARIRANG. Back in March, the album became the most-streamed K-pop album in Spotify's history, and it has since spent 16 consecutive weeks on the Billboard 200. "NORMAL" itself made an immediate commercial splash beyond streaming numbers alone - on release day, three different versions of the track simultaneously occupied the U.S. iTunes Songs top 10, with the Korean-language version reaching No. 1.
Spotify says global K-pop streams have grown more than 570-fold since 2014, and BTS has remained at the center of that growth since their reunion following military service earlier this year.
Beyond the numbers, BTS' continued success is a reminder that hard work and consistency - not just a moment in the spotlight - are often what carry an artist's career forward for the long haul, a principle familiar to anyone pursuing a calling with patience and diligence.
BTS' ARIRANG world tour continues through the rest of 2026, with a Korean-language version, instrumental version, and additional single releases accompanying the "NORMAL" rollout.
