Taylor Swift’s “august” gained a 277 percent increase in daily streams during August 2022.
The rise was part of the song’s unusual seasonal pattern. Although it was released in July 2020, listeners increasingly returned to it when August arrived, turning its calendar connection into a recurring streaming event.
Billboard described the track as a seasonal streaming perennial, comparing its recurring timing—though not its holiday subject—to songs that return predictably during a particular season. The 277 percent figure refers to daily streams in 2022, not the song’s lifetime total or chart position.
The previous August had already produced a notable increase: U.S. streams rose 39 percent in August 2021. These figures help explain why the song became associated with an annual August ritual rather than remaining only a 2020 album track.