Since U2 stunned the music world by delivering a surprise album at Apple’s iPhone 6 unveiling and making it available to a half-billion iTunes users for free, they’ve gotten an avalanche of publicity.

But who’s listening to it? The picture started to become more clear when Apple said Monday that 33 million users downloaded or streamed “Songs of Innocence” in the first six days of its release. Apple says that’s a record, but for U2’s manager, Guy Oseary, the numbers weren’t really the point: The album will live on in users’ iCloud, and the band envisions new listeners accessing it for the first time for years to come.