Taylor Swift’s “august” gained 39 percent in U.S. streams during August 2021.
That increase illustrates the song’s unusual seasonal pattern. Rather than receiving only a one-time release boost, “august” returns to listeners’ attention each year as the calendar reaches the month named in its title. Fans use the track in posts, videos, memes, and end-of-summer reflections.
The 39 percent figure refers specifically to the U.S. streaming gain during August 2021. It should not be confused with the much larger daily-stream increase reported for August 2022, which measured a different year and used a different comparison.
Billboard described “august” as a seasonal streaming perennial, drawing a comparison with Mariah Carey’s recurring Christmas hit “All I Want for Christmas Is You.” The annual pattern is a major reason the song remains culturally visible years after Folklore’s release.