U.S. streams of Taylor Swift’s “august” increased by 39 percent during August 2021.
That rise helped establish the song as a seasonal streaming phenomenon. Although “august” was released in July 2020, listeners repeatedly returned to it when the calendar reached the month in its title. The pattern is unusual for a non-holiday album track and has been compared with other songs that reappear at a particular time of year.
The 39-percent figure describes a U.S. streaming gain during August 2021, not the song’s chart peak or its worldwide performance. It should not be confused with the much larger daily-stream increase reported for August 2022.
The song’s imagery supports the recurring association: it describes sun, salt air, late summer, and a romance that fades as the season ends. Those details make the track especially easy for listeners to revisit every year.