Record breaker: the Season 6 trailer racks up 30 million views in 24 hours

We all know that Game of Thrones is big. Last season, the first trailer for Season 5 racked up 27 million views in 24 hours, a series high. According to Entertainment Weekly, the new Season 6 trailer just blew past that benchmark.

The trailer was viewed 30 million times over a 24-hour period—8 million of those views were on YouTube, and another 22 million were on the official Game of Thrones Facebook page (now 23 million, incidentally). HBO confirmed that this is “an all-time high for a trailer launch.”

In Season 5, Game of Thrones set viewership records. The average episode netted 20.2 million viewers, a figure that includes live viewing, streaming, repeats, and DVR playback. With hype for Season 6 at a fever pitch, will the new season fare even better than the last one? Just how popular can Game of Thrones become?

The questions about Jon Snow are probably driving some traffic for the trailer. That cliffhanger has really paid off for HBO—everybody wants to know what, if anything, happens to him next.

It’ll be interesting to see whether Game of Thrones can maintain this momentum throughout Season 6 and beyond. The show has picked up more viewers with each successive season, and while it’s the rare show that continues to grow in viewership right until the end, but with a firm endpoint to work toward, Game of Thrones might pull it off.