Latin America is catching North America as Spotify’s second-biggest subscriber market – and over 1 in 10 people there now pay for it.

Spotify says about 11% of Latin America’s population now pays for Premium, highlighting the region’s growing importance to its subscriber business. It is closing the gap with North America, while Spotify argues that substantial room for growth remains across both established and emerging markets.

At the end of Q3 2026, Latin America accounted for 24% of Spotify’s 306 million Premium subscribers, compared with North America’s 25%; Europe remained largest at 36%. Spotify was estimated to have about 73 million paying subscribers in Latin America, up from 65 million a year earlier, and around 44% of its 165 million active users there paid for Premium. The company said it had added at least 25 million subscribers every year since its 2018 listing, and forecast 316 million Premium subscribers globally for Q4.