Daily streams of Taylor Swift’s “august” reportedly rose by 277 percent during August 2022.
The increase illustrates the song’s unusual seasonal pattern. Unlike a holiday song tied to December, “august” returns to public attention every year as listeners reach the month named in its title. Streaming services, social-media posts, memes, and fan playlists all contribute to the recurring revival.
The 277 percent figure refers to a reported 2022 surge in daily U.S. streams. It is not the song’s chart peak, certification level, or total number of streams. In 2021, the song had already recorded a 39 percent increase in U.S. streams during August, which shows that the seasonal effect was measured across multiple years.
This annual behavior led commentators to describe “august” as a seasonal streaming perennial. Its popularity is therefore both musical and calendar-based: the song’s atmosphere suits late summer, while its title gives listeners an obvious yearly reason to revisit it.