Taylor Swift breaks Adele's Vevo video viewing record

Taylor Swift has broken Adele's Vevo video record by scoring 30 million views in 24 hours.

The singer's Look What You Made Me Do promo, which debuted during the MTV Video Music Awards coverage on Sunday night (27Aug17), has been watched 1.5 million times every hour, according to a statement from Vevo bosses.

Adele previously held the record with 27.7 million views of her Hello video when it premiered on the site in October, 2015.

Swift's Bad Blood is the third most watched first-day video, followed by Nicki Minaj's Anaconda and Miley Cyrus' Wrecking Ball.

Swift's Look What You Made Me Do has already set Spotify's global first-day record, with eight million streams on its day of release, and the song's lyric video shattered YouTube's record for the most-viewed lyric video in 24 hours, with more than 19 million views.

The song features on Swift's new album Reputation, which is scheduled for a 10 November (17) release.