U.S. streams of Taylor Swift's “August” increased by 39 percent in August 2021.
The rise illustrates the song's unusual seasonal listening pattern. Although released in July 2020, “August” began returning to public attention as the calendar reached August, with listeners revisiting its late-summer imagery and sharing it online.
This recurring annual boost made the song a modern seasonal favorite, comparable in concept—though not in holiday tradition—to songs that reappear during a particular time of year. Its popularity is driven by streaming behavior rather than by a new recording or yearly re-release.
The 39 percent figure refers specifically to U.S. streaming growth in August 2021. It should not be confused with the much larger daily-stream increase reported for August 2022.