Taylor Swift’s “august” streams in the United States increased by 39 percent during August 2021.
The rise illustrated the song’s unusual seasonal listening pattern. Although “august” is available year-round, listeners return to it when its title month arrives, giving the track a recurring annual boost in streams and chart attention.
The song’s imagery also reinforces that pattern. Its fictional narrator remembers a brief summer romance, and the lyrics use late-summer settings and emotions. That connection between the title, the calendar and the story helped turn “august” into a recurring online and streaming phenomenon.
The 39 percent figure refers specifically to its US streaming gain in August 2021. It should not be confused with the much larger increase in daily streams reported during August 2022, which was measured differently.
Billboard compared the song’s seasonal return with the recurring holiday popularity of Mariah Carey’s “All I Want for Christmas Is You.”