Babbel Newsletter
Contents
01
Executive Summary
- Fun Features
- Monetization
- Top Monetization Networks
- User Acquisition
- UA Strategy
- Creative Strategy
02
App Overview
- Core Functionality
- Fun Features
- Monetization
- In-App Purchases
03
User Acquisition
- Revenue + Revenue in Top Tier-1 Countries
- Downloads + Downloads in Top Tier-1 Countries
- Monetization Networks
04
Top Creatives
05
Top Creatives (Competitors)
06
User Acquisition Strategy
07
Creative Strategy
08
Babbel Strategy
Executive Summary
Fun Features:
Daily Goals
Personalized Learning
Speech Recognition Exercises
Learning reminders
Real-Life Conversations
Monetization
Free Trial
Premium Upgrade Prompt
Free Live Class
Babbel Self-Study
Babbel Live
Top Monetization Networks
User Acquisition
Revenue of $271,843,441
Top five countries in revenue: USA, Germany, France, UK, Canada, Australia
Total downloads of : 91,610,425
Top countries in downloads: USA, Germany, France, UK, Canada
UA Strategy
Downloads:Babbel's downloads decreased by 8.55% in the last 14 to 30 days, an 8.83% increase in the last 30 to 60 days, and a 4.94% rise in the last 60 to 90 days.
Revenue: Babbel experienced a 9.04% revenue increase in the last 60 to 90 days, an 18.83% rise in the last 30 to 60 days, and a -6.08% decline in the last 14 to 30 days.
Monetization Networks: Networks: Unity saw a notable growth of +11.6% in the last 14 to 30 days and a +10.6% increase in the last 30 to 60 days. Moloco demonstrated a +9.3% increase in the 14 to 30 days, despite a -4.4% decline in the last 60 to 90 days.
Popular Markets: Germany showed an 11.7% increase in the last 14 to 30 days, while the UK experienced an 11.3% increase. The UK continued to grow by 10.6% in the last 30 to 60 days.
Creative Strategy
Change in Unique/New Creatives: There was a 51.52% increase in new creatives over the last 14 to 30 days, followed by a 9.4% rise in the last 30 to 60 days. However, in the last 60 to 90 days, there was a significant decline of 66.7% in unique or new creatives.
Change in Monetization Networks: Over the last 30 to 60 days, Moloco and Unity experienced growth of 10.0% and >9.9%3.7% decrease over the last 60 to 90 days with Unity experiencing a decline of 7.8% in the last 14 to 30 days.
Change in Popular Markets: In the last 14 to 30 days, the UK saw a 3.1% decrease, whereas in the last 30 to 60 days, the UK saw a growth of 9.8% and Germany showed a 10.0% increase. Additionally, Germany had an uptick of 6.1% in the last 60 to 90 days.
Developed by Babbel GmbH, Babbel is a subscription-based, multilingual language learning platform offering structured courses, games, podcasts, and resources for a personalized and effective learning experience. Babbel offers features like the Babbel self-study and Babbel Live classes, emphasizing practical language use in real-life scenarios.
Core Functionality
Babbel offers a comprehensive language-learning experience with over 60,000 lessons in 14 languages such as Spanish, French, German, Italian, Brazilian Portuguese, and more.
Its curriculum is strategically designed to emphasize practical language usage in real-life situations, covering all aspects of communication including reading, writing, listening, and speaking.
The content is presented in compact, practical 10-15 minute units, ensuring a focused learning approach.
Users can access language lessons, podcasts, and other content at any time and from any location, even without an internet connection.
The platform offers a subscription option (Babbel Self-Study Subscription), enabling users to access the full content and features available for their selected language.
Additionally, Babbel features Babbel Live classes, an online tutoring service, and incorporates artificial speech recognition technology for effective language practice, ensuring accurate pronunciation.
Users can effortlessly sync their learning progress across devices, allowing a seamless continuation from where they left off.
Babbel offers a referral program that lets users share a unique link for friends to get a free 3-month subscription; upon their sign-up, the referrer earns a 10 Euros gift card, fostering a mutually beneficial relationship.
Fun Features:
Daily Goals
Personalized Learning
Speech Recognition Exercises
Learning reminders
Real-Life Conversations
Monetization
Monetization Strategy: Babbel
1. Free Trial
Babbel provides users with the weekly goal feature which enables users to designate a specific number of lessons to complete each week.
After completing designated activities within the weekly goal, users need full access to the course to continue with the remaining tasks.
Upon selecting the 'Get Full Access' button, users are redirected to the Babbel Self-Study subscription page, enabling access to the entire course, facilitating weekly goal achievement, fostering commitment to language learning objectives, and motivating subscription.
2. Premium Upgrade Prompt
Babbel offers a free trial, allowing users to experience the first lesson across all levels, from Beginner 1 to Independent levels, enticing learners to explore the language courses provided by the platform.
After completing the initial free trial lessons, learners wishing to continue with the entire course are directed to the subscription page.
TThere, they can choose from 3-month, 6-month, and 12-month plans, promoting a commitment to a paid subscription for continued access to the complete course content.
3. Free Live Class
Babbel provides a free trial of 2 live classes, allowing individuals to experience a limited period of access to live educational sessions before committing to a subscription.
Following the conclusion of the free live classes, users are directed to a paywall that necessitates a subscription, available on a 12-month, 6-month, or 3-month basis to continue with the more live classes.
These complimentary trials are designed to assist users in evaluating the quality and suitability of the classes before making a financial commitment.
Subscription Model of Babbel
Babbel Self-Study
A Babbel Self-Study subscription enhances the learning experience by providing comprehensive access to self-study courses with a structured progression of lessons.
Users can register for free, including a complimentary first lesson as part of a trial. Following the trial, users are prompted to sign up within minutes through a paywall to continue their access.
Babbel self-study subscriptions are available for durations of 1 month, 3 months, 6 months, and 12 months, as well as a Lifetime access option. The Babbel Lifetime subscription, obtainable for a one-time fee, grants lifetime access to all languages, offering exceptional long-term value.
Babbel Live
Babbel Live, a distinct subscription from Babbel, provides live online language classes conducted by certified, native-level teachers.
Subscribers of Babbel Live also enjoy unrestricted access to the Babbel app, enhancing their language learning experience.
The subscription options for Babbel Live include 3-month, 6-month, and 12-month plans. With classes limited to six students, Babbel Live ensures personalized attention from the teacher, fostering an optimal learning environment.
Promotional Offers
Babbel employs promotional emails, offering special incentives, such as "Sign up for 12 months and get 12 months free," "Sign up today and get 60% off," and "Start Babbel today and enjoy 55% off a 12-month subscription."
These promotions aim to encourage users to commit to longer-term subscriptions with significant discounts or extra free months.
Additionally, the emails feature compelling calls-to-action like "Get Started" or "Claim Your Deal" to prompt immediate engagement, creating urgency and encouraging users to take specific actions, such as signing up or capitalizing on a special offer.
Pricing Structure
Gift Options in Babbel
Babbel offers users the option to gift language learning subscriptions, which include both Standard and Premium plans with durations of 6, 12, and 24 months.
Options encompass choices such as lifetime access, all-language passes, and single-language subscriptions with discounts ranging from 25% to 65%.
Premium plans grant access to lessons in multiple languages, while Standard plans concentrate on a single language, enabling users to personalize their learning experience based on language interests and goals.
Gift givers receive a voucher code to share, allowing recipients to select their language and commence their learning journey.
Social Aspect
Babbel provides a referral program to its users, enabling them to share a unique invitation link with friends and offer them a complimentary 3-month subscription to Babbel as a gift.
When the referred friend subscribes to the 3-month plan, the user who referred them will be awarded a 10 euro gift card.
This program is strategically designed to encourage users to invite their friends to join Babbel, establishing a mutually advantageous relationship for both the referrer and the referred friend.
Feature Comparison
(Free, Babbel Self-study, Babbel Live)
Top In-App Purchases
User Acquisition
Revenue: $271,843,441
Top Countries Tier:1
USA
🇺🇸 (35%) : $94,901,406
Germany
🇩🇪 (23%) : $62,131,560
France
🇫🇷 (10%) : $26,365,138
UK
🇬🇧 (4%) : $11,091,888
Canada
🇨🇦 (3%) : $9,134,508
Australia
🇦🇺 (2%) : $4,432,759
Downloads: 91,610,425
Top Countries Tier:1
USA
🇺🇸 (23%) : 21,219,602
Germany
🇩🇪 (15%) : 13,563,036
France
🇫🇷 (9%) : 7,926,300
UK
🇬🇧 (5%) : 4,206,796
Canada
🇨🇦 (3%) : 2,645,093
Other Countries:
Brazil 🇧🇷(10%),
Italy 🇮🇹(7%)
Top Monetization Networks (Last 30 days)
RpD
Tier-1 West: $4.08
Global: $2.97
Top Creatives
Creative 1
CREATED
Oct 23, 2023
IMPRESSION
796,525
Impressions by country
USA (15%),
Australia (4%)
Other countries
Finland (11%),
Israel (9%)
Creative tags
COLORS
Monetization Network:
Creative 2
CREATED
Nov 18, 2023
IMPRESSION
760,608
Impressions by country
Canada (5%),
USA (5%)
Other countries
Finland (12%),
Israel (11%)
Creative tags
COLORS
Monetization Network:
Creative 3
CREATED
Aug 07, 2023
IMPRESSION
747,175
Impressions by country
USA (5%),
Canada (5%)
Other countries
Finland (15%),
Israel (13%)
Creative tags
COLORS
Monetization Network:
Top Creatives (Competitors)
1. Duolingo
CREATED
Nov 28, 2023
IMPRESSION
4,990,678
Impressions by country
USA (12%),
Germany (8%)
Other countries
Brazil (17%),
Turkey (16%),
India (9%)
Creative tags
COLORS
Monetization Network:
2. Lingokids- Play and Learn
CREATED
Nov 24, 2023
IMPRESSION
1,124,530
Impressions by country
Canada (4%),
Australia (3%)
Other countries
Brazil (38%),
Chile (18%),
Israel (15%)
Creative tags
COLORS
Monetization Network:
User Acquisition Strategy
Change in %
% change = ((new value - old value) / old value) * 100
How is Strategy changing?
1. Change in Downloads
Over the last 14 to 30 days, downloads experienced a decline of 8.55%.
2. Change in Revenue
Over the last 14 to 30 days, there was a 6.08% decline in revenue.
In the last 30 to 60 days, revenue increased by 18.83%.
Babbel experienced a 9.04% uptick in revenue in the last 60 to 90 days.
3. Change in Monetization Networks
In the last 14 to 30 days, Unity experienced a growth of 11.6%.
Over the last 30 to 60 days, Unity observed an upward trend of +10.6%.
Moloco demonstrated an increase of 9.3% in the last 14 to 30 days.
In the last 60 to 90 days, Moloco showed a decline of 4.4%.
4. Change in Popular Markets
In the last 14 to 30 days, Germany maintained a positive trend of 11.7%.
The UK also experienced a growth of 11.3% in the same period.
In the last 30 to 60 days, the UK observed an increase of 10.6%.
Germany experienced an upward growth of 6.6% even in the last 60 to 90 days. Following this was the UK with a 7.4% increase in the same period.
Creative Strategy
Change in %
% change = ((new value - old value) / old value) * 100
How is Strategy changing?
1. Change in Unique/New Creatives
Over the last 14 to 30 days, there was an increase of 51.52% in new creatives.
In the last 30 to 60 days, an increase of 9.4% was observed.
There was a decline of 66.7% in new creatives in the last 60 to 90 days.
2. Change in Monetization Networks
Moloco maintained an upward trend of 10.0% in the last 30 to 60 days.
There was a decline of 3.7% for Moloco over the last 60 to 90 days.
Unity had the highest uptick 9.9% in the last 30 to 60 days.
In the last 14 to 30 days, Unity’s trend went down by 7.8%.
3. Change in Popular Markets
In the last 14 to 30 days, the UK experienced a 3.1% decline.
Germany demonstrated a positive change of 10.0% in the last 30 to 60 days.
UK had a growth of 9.8% over the last 30 to 60 days.
There was an uptick of 6.1% for Germany in the last 60 to 90 days.
Push Notifications
Babbel sends 1 to 2 push notifications a day to users.
The platform puts forward a direct approach, fostering a personal touch and establishing a connection between the user and the app. For example, a notification like “All set, Tanusree pal!” is individually tailored with the mention of the user’s name.
By offering specific incentives like a “free German 7-day trial”, Babbel encourages immediate user action. This approach rewards users by creating a sense of urgency and exclusivity.
With calls to action like “Open now”, Babbel's notifications are designed to prompt immediate engagement.
Platforms Supported
Platforms Coming Soon
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