Taylor Swift’s “august” daily streams increased by 277 percent during its 2022 annual August resurgence.
The song’s seasonal popularity became especially visible as listeners returned to it during the month of August. Billboard described it as a seasonal streaming perennial, comparing its recurring pattern to the way “All I Want for Christmas Is You” returns during the holiday season.
The 2022 increase followed a smaller 39 percent gain in US streams during August 2021. These figures measure different years and should not be combined. The 277 percent figure refers to the later daily-stream increase reported for 2022.
The trend is closely tied to the song’s title, late-summer imagery, and social-media memes. Fans commonly revive the song at the beginning of August, making its annual return a recognizable online ritual.