3 week growth spurt

So my baby is 3 1/2 weeks old and I’m pretty sure he’s going through a growth spurt. He went from feeding every 3-6 hours (up to 6 at night) to being inconsolable if he’s not eating once an hour today. He’s fussy, clingy, and sleeping in 30 minute stretches, not 2-3 hours.

My question is about feeding. I know he’s getting enough, he’s peeing and pooping plenty, but should I feed him on demand and not on his regular schedule? My nips are suffering.

Pic is to generate traffic, he was only happy in this position, sleeping on my boob in the football hold with his dummy hanging out of his mouth post-feed 🙃