Taylor Swift’s “august” saw its daily streams increase by 277 percent during its August 2022 resurgence. Billboard described the song as a seasonal streaming perennial because listeners return to it when the calendar reaches its title month.
The pattern is unusual for an album track released two years earlier. “august” became an annual online ritual, with fans sharing the song, its lyrics, and related memes at the start of August. This seasonal behavior resembles the way some holiday songs return to streaming charts at a predictable time each year.
The 277 percent figure refers to the 2022 daily-stream increase, not the song’s original release-day performance or its lifetime total. It is also distinct from the 39 percent gain reported for US streams in August 2021. Those separate year-specific figures are easy to mix up.