The Weeknd’s Commercial Disappointment Hits Chart

The Weeknd (Abel Tesfaye) has had one of the most polarizing commercial runs of his career with his 2025 album Hurry Up Tomorrow, the final chapter in his trilogy that began with After Hours (2020) and Dawn FM (2022). While critically respected for its ambitious cinematic scope, dark sonic experimentation, and narrative closure, the album underperformed relative to his previous blockbuster releases—prompting headlines labeling it a “commercial disappointment.” Yet in early February 2026, it quietly reached a surprising and significant chart milestone that reframes the narrative.

The Numbers Behind the “Disappointment”

Hurry Up Tomorrow debuted at No. 1 on the Billboard 200 in January 2025 with 148,000 equivalent album units in its first week (down from Dawn FM’s 148,000 and far below After Hours’ 444,000). Streaming numbers were solid but not explosive: the lead single “Take Me Back” peaked at No. 12 on the Hot 100, while follow-ups “Open Hearts” and “Timeless” stalled in the 30s and 40s respectively. Total first-month streams hovered around 450 million globally—respectable but a sharp decline from the 1.2 billion+ first-month figures After Hours achieved during the height of the pandemic-era streaming boom.

Critics and fans praised the album’s conceptual depth—its blend of 80s synth-pop, industrial beats, and introspective lyrics about fame, addiction, and mortality—but noted its length (22 tracks, 84 minutes) and lack of immediate radio-friendly hits made it less digestible than his earlier work. The accompanying film/short-film series, directed by Trey Edward Shults, was visually stunning but didn’t translate into the viral cultural moment many expected.

Industry observers pointed to broader trends: the post-pandemic streaming plateau, listener fatigue with long albums, and The Weeknd’s deliberate shift away from pop accessibility toward arthouse experimentation. Some outlets called it his “least commercial” project since Kiss Land (2013), fueling the “disappointment” narrative.

The Surprising Milestone: 1 Billion On-Demand Streams in the U.S.

On February 4, 2026, Luminate data confirmed that Hurry Up Tomorrow crossed 1 billion on-demand audio streams in the United States—a threshold reached in just 13 months. This makes it The Weeknd’s fifth album to achieve U.S. billion-stream status (following After Hours, Dawn FM, Starboy, and Beauty Behind the Madness), but the speed of this milestone is notable given the album’s slower initial momentum.

• After Hours hit 1 billion U.S. streams in ~10 months (boosted by “Blinding Lights” alone).
• Dawn FM took ~14 months.
• Hurry Up Tomorrow reaching the mark in 13 months—despite fewer mega-hits—highlights the strength of its deep cuts, fan loyalty, and continued playlist placement on Spotify’s Today’s Top Hits, RapCaviar, and mood playlists.

Globally, the album has surpassed 2.3 billion combined streams across platforms, with strong performance in markets like Brazil, Mexico, the UK, and France.

Why This Milestone Matters Amid the “Disappointment” Label

The billion-stream mark reframes the conversation: while Hurry Up Tomorrow didn’t replicate the explosive commercial dominance of The Weeknd’s 2015–2020 era, it still proved to be a substantial success in the streaming economy. It demonstrates that even a “disappointing” project by superstar standards can achieve longevity and cultural staying power.

The Weeknd himself has leaned into the album’s artistic risks. In late 2025 interviews (including with Zane Lowe and Apple Music), he described it as “the end of an era” and said he was “at peace” with its reception: “I didn’t make this for numbers. I made it to close the chapter. If people connect with it over time, that’s all I could ask for.”

Fans and analysts note that the album’s slower burn aligns with his shift toward auteur-driven work—less reliant on radio dominance, more focused on visual storytelling and long-term impact. The billion-stream milestone is proof that the project has found its audience, even if it didn’t explode out of the gate.

What’s Next for The Weeknd

With the trilogy complete, The Weeknd has teased a “new era” in 2026–2027, including potential new music, a world tour, and continued film/TV ventures (he executive-produced and starred in The Idol). The Hurry Up Tomorrow milestone serves as a quiet victory: a reminder that commercial disappointment is relative when you’re still moving billions of streams and closing one of the most successful chapters in modern pop history on your own terms.

The Weeknd may not have another “Blinding Lights,” but he’s proven he can still win—even when the numbers don’t scream it at first glance.

Source - https://www.forbes.com/sites/hughmcintyre/2026/02/05/the-weeknds-commercial-disappointment-reaches-a-chart-milestone/

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