Taylor Swift's Recent Streaming Victory Boosts Album Sales, Propelling It Back to the Top
Taylor Swift's Album 'Folklore' Experiences Annual Sales and Streams Boost
Every August, Taylor Swift's album Folklore sees a surge in sales and streams, a trend that has been recurring since the album's release in 2020. This annual boost can be attributed to the nostalgia generated by Swift's ongoing Eras Tour and targeted social media virality, particularly on TikTok.
The Eras Tour, which runs from 2023 to 2024, has rejuvenated interest in Swift’s back catalog, with Folklore being one of the albums that benefit from this renewed attention. This increased interest leads to spikes in streams and sales when the tour and related events gain public attention.
The song "August," which is celebrated and goes viral on social media platforms like TikTok during this period, plays a significant role in this surge. The nostalgia and social media virality surrounding "August" led to a 33% rise in Folklore sales in August 2025, with "August" and other tracks like "Enchanted" pushing up the album's streaming numbers significantly.
This year, "August" reached No. 23 on the Hot 100 and gave Swift one of her first top 10 hits on the Hot Rock & Alternative Songs chart. As a result, eight of Swift's albums appear on at least one Billboard chart this week.
Folklore has also seen a resurgence in popularity, nearing the month of August in 2025. The album has surged on three of the four charts it is currently on, moving up to No. 4 on the Top Alternative Albums chart and No. 9 on the Top Rock & Alternative Albums chart.
In addition, Folklore has returned to the Top Album Sales chart, appearing as one of the 50 bestselling titles in the country. The album has sold more than 2,800 copies in the most recent finished tracking frame, contributing to its return to the Top Album Sales chart.
It's worth noting that Folklore has more appearances on Billboard charts than any of Swift's other albums in America at the moment. The album currently lives on four different Billboard charts, while Folklore, The Tortured Poets Department, Reputation, and Red (Taylor's Version) live on two Billboard charts each.
Folklore debuted on the Billboard 200 with more than 846,000 equivalent units and won Album of the Year at the Grammys. Despite "August" not appearing on any Billboard charts at the moment, it is largely responsible for the success of Folklore.
In summary, the combination of Eras Tour-driven nostalgia and targeted social media virality, especially on TikTok, creates a recurrent August boost for Folklore sales and streams every year.
Entertainment and music continue to be influenced significantly by pop-culture as Taylor Swift's album 'Folklore' experiences its annual sales and streams surge during August, propelled by the Eras Tour and TikTok virality surrounding the song "August". With Swift's album nearing the month of August in 2025, it is expected to further climb the Billboard charts and potentially contest for top album sales and chart-topping positions in various music categories.
