Taylor Swift’s “august” saw its daily streams rise by 277 percent in 2022 during its seasonal resurgence. The increase helped establish the song as a recurring August streaming phenomenon rather than a track remembered only for its original album release.
The song’s title naturally brings it back into public attention each year. Fans share clips, memes, and seasonal videos, while listeners revisit Folklore and the song’s late-summer imagery. Billboard compared this pattern with the way certain holiday songs return to prominence during their relevant season.
The 277-percent figure refers to a daily-stream increase during August 2022, not the song’s total lifetime growth or its chart peak. In 2021, the song’s US streams had already increased by 39 percent during August, showing that the annual pattern was developing before the larger 2022 resurgence.