Have you tried the steps for changing region format outlined in this bug post? You may need to restart your device for it to work.
I'm experiencing the same problem. I've reinstalled it 6 times now. I'm going to cancel my subscription if the problem persists - this is ridiculous! I shouldn't be paying a monthly fee for a glitchy app.
I've tried to reset my phone to factory settings - the issue persists. My phone is not jailbroken.
I've installed Spotify for iOS 4 as a temporary solution.
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