Taylor Swift's “august” first recorded a 39% increase in US streams during August 2021.
The rise came one year after Folklore's release and helped establish the song as a seasonal streaming perennial. Listeners returned to it during the month named in its title, often pairing the music with summer photo collections and end-of-season reflections.
This recurring pattern differs from a one-time viral spike. The song continued to reappear in conversation and playlists as each August arrived, giving it a calendar-based listening cycle.
The 39% figure refers to growth in US streams during August 2021. It is separate from the much larger daily-stream increase reported for August 2022, so the two percentages should not be combined.