Five years ago Game of Thrones debuted to 2.2 million U.S. viewers. On Sunday, it garnered a record-setting 10.7 million with live and streaming viewership combined.

The 9 p.m. premiere drew nearly 8 million viewers. Adding in the two encores and initial streaming data from HBO Go and HBO Now brings that number up to 10.7 million. It surpasses the previous record of 10.3 million from the season five finale by about 400,000.

Ratings may also go up as HBO reports more accurate audience tallies from its streaming services, Entertainment Weekly reports.

Game of Thrones also brought in significant engagement from fans. Data from Spredfast says Twitter saw more than 829,000 related tweets, with 602,000 people using the hashtag #GOT and 248,000 mentions of HBO from Friday through Sunday, according to Adweek.

Social media overall generated more than 1.5 million Game of Thrones-related posts in the last week, with 200,000 social interactions occurring during the hour the show aired, according to analytics company Talkwalker, Adweek reports.

The premiere was particularly popular in New York and California, with each state generating more than 66,000 social mentions. Not surprisingly, Jon Snow was the most mentioned character.

Marissa Cazem, U.S. public relations and communications director at Talkwalker, told Adweek now is a good time for HBO to target an engaged and focused audience through ads that relate to viewers’ interests.

“Take this time to offer a special promotion to users,” Cazem said, “such as a contest to win a free product if viewers can name the first character to be killed off of the show within a given timeframe.”

The premiere was also trending on social media in countries like India and China, which restrict much of the sex and violence featured so prominently in the show.

There were more than 23,300 Game of Thrones social mentions in India on Sunday and Monday, and and 1,300 mentions in China.

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Game of Thrones’ record-breaking ratings were also not restricted to the U.S.

In the U.K., Games of Thrones set a new record for pay TV giant Sky’s Sky Atlantic network, with a total audience of 2.19 million. The show drew 1.4 million viewers for the London-time 2 a.m. simulcast of the U.S. premiere, and 816,000 viewers for the regular 9 p.m. time slot, according to The Hollywood Reporter.

In Australia, the season six premiere on Foxtel became the most-watched pay TV program ever in the nation, according to data from agency OzTam, says The Hollywood Reporter.

More than 721,000 viewers tuned in to two screenings Monday at 11 a.m. and 7:30 p.m., up 31 percent from the season five premiere. It puts the series close to the top 20 programs on Australian television, led by cooking competition show My Kitchen Rules which draws 2.4 million viewers.

“This is an absolutely incredible result and beyond our expectations,” Foxtel director of television Brian Walsh told The Hollywood Reporter. “When you include [catch-up] viewing figures, as well as encores across the week, we’re forecasting the first episode will absolutely top over 1 million viewers, a phenomenal result by any measure.”

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