U.S. daily streams of Taylor Swift’s “august” reportedly rose 277% during August 2022.
The increase illustrates the song’s unusual annual pattern: listeners return to it as the calendar reaches the month named in its title. Billboard described the track as a seasonal streaming perennial, comparing the recurring effect with the way certain holiday songs return every year.
The song had already shown a smaller August-related increase in 2021, when its U.S. streams gained 39 percent. The much larger 2022 rise helped turn the yearly listening habit into a widely discussed internet trend.
The percentage refers to daily U.S. streams during the month, not to total lifetime streams or a chart position. It also should not be confused with the song’s original 2020 release date or its initial chart debut.