Justin Bieber has broken a digital record, becoming the first artist to reach 10bn views on Vevo.
The video platform announced that the 'What Do You Mean' singer hit the milestone earlier today on Twitter,
Vevo took Bieber's entire six-year back catalogue into account when reaching the tally, revealing that videos from his most recent album Purpose had brought in close to half (4bn) of the views.
— Vevo UK (@Vevo_UK) March 24, 2016
The star has broken a host of online records. Toward the end of 2015, Purpose claimed the all-time record for the most streams of an album in one week. His debut single 'Baby' is the eighth most-watched YouTube video of all time with 1.3bn hits.
Vevo is capitalising on the buzz currently engulfing the A-lister's dedicated social following by asking his fandom, the Belieber's, to vote for their favourite Beiber track.
To celebrate #Bieber10BOnVevo, we want to know what your favourite most viewed @justinbieber video is... — Vevo UK (@Vevo_UK) March 24, 2016