Duolingo - 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
Duolingo Strategy
Executive Summary
Fun Features:
Interactive Challenges
Gamification
Daily Streaks
Rewards System
Customizable Avatars
Duolingo Stories
Monetization
Free Trial
60% Off
Recurring Free Trial
Timer Boosts
Super Duolingo
Duolingo Max
Top Monetization Networks
User Acquisition
Revenue of $901,020,071
Top Tier-1 countries in revenue: USA, UK, Germany, Canada, France
Total downloads of 664,005,257
Top Tier-1 countries in downloads: USA, UK, Germany
UA Strategy
Downloads: Duolingo witnessed a 6.29% decrease in downloads over the last 14 to 30 days, a 7.82% increase in 30 to 60 days, and a 1.07% increase in the last 60 to 90 days.
Revenue:Duolingo experienced a varied revenue trend over the past three months: a decrease of 22.02% in the last 14 to 30 days, an increase of 15.97% in the last 30 to 60 days, and an uptick of 8.90% in the last 60 to 90 days.
Monetization Networks:In the last 14 to 30 days, YouTube showed a positive change of 18.5%. Eventually, Facebook experienced an 8.5% rise in the last 30 to 60 days, while Google Admob consistently maintained its upward trend, achieving a maximum increase of 9.4% in the last 14 to 30-day period.
Popular Markets:Germany experienced a 19.4% increase in the last 14 to 30 days, along with a growth of 3.3% in the last 60 to 90 days. The USA saw a maximum growth of 16.2% in the last 14 to 30 days. France demonstrated a positive growth of 16.0% in the last 30 to 60 days.
Creative Strategy
Unique/New Creatives: There was an increase of 12.86% in new creatives in the last 14 to 30 days, a decline of 28.57% in the last 30 to 60 days, and a modest positive change of 1.03% in the last 60 to 90 days.
Monetization Networks:Google Admob saw an increase of 37.1% in the last 14 to 30 days. YouTube experienced a decline of 8.8% in the same period but showed a positive trend of 6.6% in the last 30 to 60 days. Facebook witnessed a growth of 22.8% in the last 60 to 90 days.
Popular Markets: Germany exhibited an 18.6% upsurge in the last 14 to 30 days, while France achieved a growth of 18.7% in the last 30 to 60 days. Germany sustained its growth trajectory with an increase of 7.1% in the last 60 to 90 days.
Duolingo, a gamified language learning app available on both mobile and web, caters to students of all ages and proficiency levels. The app modifies lessons using intelligent algorithms, delivering bite-sized exercises in reading, writing, speaking, and listening for personalized learning.
Core Functionality
Duolingo offers structured lessons through a skill tree, using listening exercises and multiple-choice questions to reinforce language skills.
Providing courses in over 40 languages, Duolingo enables users to engage with diverse cultures and communities.
Content is organized into levels, each with around 5 lessons, focusing on specific language skills like reading, writing, speaking, and listening.
Duolingo uses various gamification techniques to sustain user interest and motivation, including Daily Streaks, Points, Badges, Leaderboards, Streak Freeze, Timer Boost, and additional elements.
Duolingo has implemented features such as Friends Quests, Leaderboards, and Duolingo Clubs to foster a sense of community and healthy competition among its users.
The Duolingo app enables users to discover friends utilizing Duolingo through contact syncing, enhancing the social and interactive aspects of the language learning experience.
Duolingo offers subscription plans like Super Duolingo and Duolingo Max, providing an ad-free experience for subscribers, while free users encounter ads after lessons.
Fun Features:
Interactive Challenges
Gamification
Daily Streaks
Rewards System
Customizable Avatars
Duolingo Stories
Monetization
Monetization Strategy: Duolingo
1. Free Trial
After using the app for 1 day, Duolingo offers a free trial, allowing users to try out special features that are usually only for paid members during the trial.
Throughout the trial period, users have the opportunity to explore exclusive features such as ad-free browsing, personalized practice, and additional enhancements.
This offer lets people decide if they want to subscribe to the premium version after experiencing and being satisfied with the extra benefits.
2. 60% Off
Duolingo's special offer presents users with an impressive 60% discount on the premium subscription.
Users can avail of this offer for either a 1-month or a 12-month duration. The 1-month subscription is available at $1.99, while the 12-month subscription is priced at $0.99.
Subscribers benefit from exclusive perks such as unlimited hearts, personalized practice, and an ad-free experience. Additionally, the offer underscores urgency with the term 'last chance,' urging users to seize the offer before it expires.
3. Recurring Free Trial
The recurring free trial offers users access to premium features, aiming to prompt them to upgrade to a paid subscription, especially if users haven't subscribed to the premium account following the initial free trial.
Before commencing the trial, users are required to choose a subscription plan for the post-trial period.
Available options include a 1-month plan priced at $1.99/month, a 12-month plan at $0.99/month, and a family plan at $1.79/month.
4. Timer Boosts
Duolingo offers users the opportunity to extend their time by adding an extra minute when they run out of time, with options including a single timer boost for 450 gems, a popular 5-pack for 1800 gems, and a 15-pack for 4500 gems.
When the user lacks adequate gems to complete the timer boost purchase, this offer seamlessly redirects the user to the in-game store.
There, they have the option to conveniently procure additional gems, with prices ranging from $0.99 to $3.99, ensuring a smooth and accessible transaction process.
Subscription Model of Duolingo
Super Duolingo
Super is a premium subscription plan, that enriches the platform by offering users additional features that elevate their overall learning experience.
Subscriptions are available on a monthly or annual basis and offer an ad-free experience, unlimited hearts, limitless legendary-level attempts, and full access to personalized practice.
Super Duolingo provides users with a free trial and prompts them to select a preferred plan for post-trial. The popular choice among users is the 12-month plan, priced at $0.99/month, and the Family Plan stands at $1.79/month.
Super Family
Super Family, an extended version of Super Duolingo, encompasses all features available in the 'super' package.
Additionally, this edition provides an exclusive feature that allows the primary account holder or family manager to share a Super Duolingo annual subscription, inclusive of its unique features, with up to six additional individuals.
Super Family enhances the learning experience by providing shared access to Super Duolingo's premium features, promoting collaborative language growth among family members.
Duolingo Max
Duolingo Max, the premier subscription, encompasses all Super Duolingo benefits and introduces specialized AI features to specific courses such as English-Spanish and English-French, leveraging OpenAI's GPT-4 technology.
Duolingo Max improves the learning experience by enabling users to practice applying their acquired knowledge in conversations and receive AI-driven feedback on their responses.
Users can opt for a 12-month subscription or a monthly payment plan, and a Family Plan is available for Duolingo Max, allowing sharing with up to 5 other Duolingo users.
Pricing Structure
In-App Advertisement
Duolingo includes in-app advertisements as a method of offering users additional incentives and rewards.
Users can choose to watch in-app advertisements, creating a mutually beneficial exchange that enables them to earn additional gems and lives.
This approach aligns with Duolingo's advertising model while also contributing to the improvement of the users' experience.
Social Aspect
Duolingo provides various social features, allowing users to add friends, engage in leaderboard competitions, and participate in social clubs.
These features are designed to cultivate a sense of community, offer encouragement, and create a dynamic and enjoyable learning environment.
Users can add friends through contact syncing or invitations via text messages, cheer them on during milestones, and collaborate in weekly quests.
In-App Currency
Duolingo utilizes gems as an in-app currency to acknowledge users for their achievements and offer extra features.
These gems can be employed to acquire various in-app features and items, including streak repairs and power-ups.
Users can earn gems through accomplishments like lesson completion, streak maintenance, and challenge participation, or they can choose to buy gems in the in-app store, priced between $0.99 and $3.99.
Feature Comparison (Free vs. Super vs. Super Family)
Top In-App Purchases
User Acquisition
Revenue: $901,020,071
Top Countries Tier:1
USA
🇺🇸 (50%) : $447,509,459
UK
🇬🇧 (8%) : $74,513,387
Germany
🇩🇪 (4%) : $39,010,101
Canada
🇨🇦 (4%) : $38,820,388
France
🇫🇷 (2%) : $21,914,664
Downloads: 664,005,257
Top Countries Tier:1
USA
🇺🇸 (14%) : 93,977,106
UK
🇬🇧 (3%) : 17,667,605
Germany
🇩🇪 (3%) : 16,492,404
Other Countries:
India 🇮🇳(16%)
Brazil 🇧🇷(19%)
Top Monetization Networks (Last 30 days)
RpD
Tier-1 West: $4.09
Global: $1.36
Top Creatives
Creative 1
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:
Creative 2
CREATED
Nov 28, 2023
IMPRESSION
3,322,065
Impressions by country
USA (24%),
Germany (6%),
France (3%)
Other countries
Brazil (19%),
India (9%),
Japan (8%)
Creative tags
COLORS
Monetization Network:
Creative 3
CREATED
Nov 8, 2023
IMPRESSION
2,679,359
Impressions by country
Germany (4%),
UK (3%),
USA (2%),
France (2%)
Other countries
India (22%),
Japan (9%),
Brazil (16%)
Creative tags
COLORS
Monetization Network:
Top Creatives (Competitors)
1. Babbel
CREATED
Aug 07, 2023
IMPRESSION
796,525
Impressions by country
USA (15%),
Australia (4%)
Other countries
Finland (11%),
Israel (9%),
Spain (8%)
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, the number of downloads decreased by 6.29%.
In the last 30 to 60 days, there was an increase of 7.82% in downloads.
During the last 60 to 90 days, there was a further uptake of 1.07% in downloads.
2. Change in Revenue
Over the last 14 to 30 days, there was a decrease of 22.02%.
In the last 30 to 60 days, the revenue increased by 15.97%.
Over the last 60 to 90 days, there was an increase in revenue, showing an uptick of 8.90%.
3. Change in Monetization Networks
YouTube showed a positive change of 18.5% in the last 14 to 30 days.
Facebook experienced a rise, exhibiting a positive growth of 8.5% in the last 30 to 60 days.
Google Admob consistently maintained its positive trend, with a maximum increase of 9.4% in the last 14 to 30 days.
4. Change in Popular Markets
Germany experienced an increase of 19.4% in the last 14 to 30 days, with a minimum growth of 3.3% in the last 60 to 90 days.
The USA had the maximum growth of 16.2% in the last 14 to 30 days.
France demonstrated positive growth of 16.0% in the last 30 to 60 days.
The United Kingdom displayed a rise of 10.0% in the last 14 to 30 days, followed by an additional increase of 13.3% in the last 30 to 60 days.
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 a notable 12.86% increase in the creation of unique or new creatives.
In the last 30 to 60 days, a substantial decline of 28.57% was observed.
From the last 60 days to 90 days, there was a positive change in unique or new creatives, amounting to 1.03%.
2. Change in Monetization Networks
Google Admob experienced a significant increase of 37.1% in the last 14 to 30 days.
YouTube witnessed a decline of 8.8% in the last 14 to 30 days, whereas there was a positive trend of 6.6% in the last 30 to 60 days. .
Facebook demonstrated a positive growth of 22.8% in the last 60 to 90 days.
3. Change in Popular Markets
Germany showed a rise of 18.6% in the last 14 to 30 days.
France experienced a maximum increase of 18.7% in the last 30 to 60 days.
Although Germany maintained a consistent growth, a minimum of 7.1% growth was evident in the last 60 to 90 days.
Push Notifications
Duolingo sends daily practice reminders, like "Reminding you to practice Hindi. Got 3 mins now....." to assist learners in maintaining focus on their language learning objectives.
Users receive a notification encouraging them to "Continue your 2-day streak on Duolingo," aiming to support the maintenance of their learning streaks and provide motivation to sustain progress.
The app delivers personalized messages tailored to the user's learning habits and goals, such as "Last chance to win bronze medal....." encouraging users to achieve their daily goals or complete a lesson.
The app sends an alert notification upon the replenishment of lives, notifying users with a message like "You are now back with 100% hearts."
Duolingo sends 4 to 5 notifications daily, adjusting them based on how users like to learn and their personal goals.
Platforms Supported
Platforms Coming Soon
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