Taylor Swift’s “august” gained 277 percent in daily streams during August 2022.
The increase illustrates the song’s unusual seasonal pattern. Unlike a track tied to a holiday campaign, “august” receives a predictable burst of attention when the calendar reaches the month named in its title. Its streaming activity has therefore been described as a seasonal perennial.
The song’s popularity had already shown a measurable August lift in 2021, when its United States streams increased by 39 percent. The 2022 figure refers to a much sharper rise in daily streams and is separate from that earlier annual comparison.
This recurring trend has also inspired social-media jokes and posts about Swift effectively claiming the month. The song was released in July 2020, but its cultural association with August became stronger as listeners returned to it each year.