Subscriber Market Shares
How have subscriber market shares changed?
Download six years of global music subscriber market share data. Discover who is leading the way, who is on the rise, and where the next phase of growth in the music subscriber market is emerging.
See the 2025 highlights below
What the 2025 data shows
921.6
Million
Global music streaming subscribers grew 10.1% to reach 921.6 million in 2025. While growth slowed compared to 2024, it remained in the double digits, with the 1 billion subscriber landmark now firmly in sight.
The Global South drives growth again
For the fifth straight year, Latin America, Asia Pacific, and Rest of World together accounted for more than 70% of global subscriber growth.
YouTube Music is becoming the market's dark horse
YouTube Music was the fastest-growing global DSP for the second year running, adding just a few million subscribers fewer than global leader Spotify
Latin America reaches a record peak
While Asia Pacific leads Global South growth by far, net additions are declining, and growth in Latin America is picking up
Monetisation is catching up
Subscribers continued to outgrow major label streaming revenue (up 8.3%) — but the gap narrowed considerably in 2025, reflecting better ARPU across the market. Tencent Music grew revenue 15.8% despite falling net adds.
How has the market evolved since 2020?
Click below to download the 2020 - 2025 chart series
"The big success story of 2025 is YouTube Music, which based on current trends is on track to overtake Apple Music and Tencent in global subscribers in 2026.
Asia Pacific and Latin America have been vital to YouTube’s growth. Market leader Spotify had the highest net subscriber additions of any DSP, strong in Latin America but also maintaining growth in Europe, contributing 85% of net additional European subscribers in 2025"
Perry Gresham, Head of Data, MIDiA Research
“The streaming market saw strong subscriber growth in 2025, but the bigger story is the changing dynamics underpinning it.
Growth is diversifying not only geographically – with the Global South becoming ever more key – but also strategically, as platforms carve out competitive advantages in new ways. Roughly 20 years into the streaming era, things are about to get even more interesting”
Tatiana Cirisano, VP of Music Strategy, MIDiA Research
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