Taylor Swift’s “august” had a reported 277 percent increase in daily streams during August 2022.
The surge helped turn the song into a reliable annual streaming event. Listeners often revisit it when August begins, encouraged by its title and lyrics about a fleeting summer romance. Social-media posts and memes further reinforced the tradition.
Billboard compared the pattern to seasonal songs that return at a predictable time each year, although “august” is not a holiday recording. Its resurgence is driven by a calendar month and the song’s association with late-summer nostalgia.
This figure is distinct from a 39 percent gain in US streams reported for August 2021. The 277 percent statistic refers to daily streams in 2022, so the figures should not be combined or treated as measurements from the same period.