The Beatles released perhaps the most highly-anticipated single of the decade just a few weeks ago with “Now and Then.” The tune marked the first new track from the most successful band of all time in decades, and excitement was at a fever pitch before it arrived. Once it dropped, millions rushed to support the cut…but now, just a short time later, it seems interest has waned.
This week, The Beatles’ “Now and Then” freefalls on the Hot 100. Last time around, it debuted at No. 7, giving the band another important top 10 hit on the ranking of the most-consumed songs in the U.S. That starting point was celebrated, as it helped the group make history in a number of ways. Now, just days later, the single is not holding on very well.
“Now and Then” falls from No. 7 to No. 76 in its second week on the Hot 100. That’s a decline of 69 spaces from one frame to another. If the latest from The Beatles experiences the same kind of slip next period, it will fall off the list entirely, likely for good.
How is this performance possible? It’s actually not uncommon at all on the Hot 100, and in fact, many tracks that reach the chart experience this kind of decline. The Hot 100 used to be filled with only songs that were being promoted heavily, but now, with the inclusion of streaming platforms, new tunes by well-known superstars frequently arrive thanks to intense attention when they’re first released, then drop off quickly afterward—unless they become the rare, sturdy smash.
This kind of decline isn’t necessarily normal—or, likely, expected—when it comes to The Beatles, but then again, the band hasn’t been charting very much in this new streaming-focused era. Most of their big hits spent many weeks on the Hot 100 before slipping off, but that was decades ago, and it’s not necessarily how things work these days for a large number of charting titles.
“Now and Then” falls on the Hot 100 because consumption seems to be down across the board. The track slips from No. 2 to No. 7 on the Digital Song Sales chart. Its streaming performance also drops noticeably, with the lack of plays on streaming sites now affecting the tune’s placement on the main singles ranking.
