Taylor Swift’s “August” saw its daily streams increase by 277 percent in August 2022, according to Billboard.
That sharp rise helped establish the song as a seasonal streaming perennial. Unlike a conventional hit whose popularity follows a single promotional campaign, “August” returns to listeners when the calendar reaches its namesake month. Fans share the song, use it in videos, and revisit its late-summer imagery as August progresses.
The 2022 figure is distinct from another statistic reported for the song: its U.S. streams increased by 39 percent in August 2021. The two percentages describe different years and measurements, so they should not be substituted for one another.
Billboard compared the track’s recurring seasonal behavior with Mariah Carey’s annual Christmas classic “All I Want for Christmas Is You.” The comparison highlights how a song can develop a predictable calendar-based audience even without being released as a new seasonal single.