US streams of Taylor Swift’s “august” increased by 39 percent during August 2021.
The rise shows how the song developed a recurring seasonal audience after its 2020 release. Listeners returned to it during the month named in its title, giving the track a predictable annual lift even though it was originally an album track rather than a major single.
This pattern is connected to the song’s late-summer setting and lyrics about a brief romance slipping away. Fans began treating “august” as a yearly soundtrack, sharing posts, playlists, and videos as the calendar reached the month referenced in the title.
The 39 percent figure refers specifically to US streaming growth in August 2021. It should not be confused with the much larger 277 percent increase in daily streams reported for August 2022, which measures a different comparison and timeframe.
The song’s performance is an example of a seasonal streaming perennial: a track that repeatedly re-enters public attention at a particular time of year. Its resurgence resembles the calendar-driven behavior of holiday music, although “august” is built around summer nostalgia rather than a holiday.