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The Doctor Who Live 50th Anniversary Pre-Show isn’t the only worldwide entertainment event on November 23, 2013 to be shot at and streamed live from the YouTube Space LA. Harry, Louis, Liam, Niall and Zayn – who, with their powers combined are better known around the globe as One Direction – are in the midst of an epic, seven-hour, live-streamed variety event taking place at the online video sharing site’s massive Los Angeles complex. And a LOT of people are tuning in.

The 420 minutes worth of One Direction performances, behind-the-scenes clips, on-camera antics, Google Hangouts, and social media fan interaction takes place from 2PM ET to 9PM ET and all falls under the banner of 1D Day, a fun, irreverent, revelry meant to both celebrate the band and promote the November 25, 2013 release of its Midnight Memories album.

So far, the live stream has constantly maintained a viewership of around 600,000 concurrent viewers, with peaks as much as 770,000. Take a look below to see what they’re all watching:

To put that number in perspective, the YouTube Music Awards showed a peak audience of about 220,000 viewers. So, one heavily promoted event by the biggest boy band on the planet is more of an online video attention-getter than YouTube’s collaboration with Spike Jonze that featured the likes of Lady Gaga, Eminem, Arcade Fire, and more.

In other news, Nial Horan seems to have stole YouTube star Tyler Oakley’s hairdo, but everyone’s okay with it. Happy #1DDayLive!

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