During the fourth quarter of 2024, Duolingo had approximately 116.7 million monthly active users (MAUs) of the app. This represented an increase of around three percent compared to the previous quarter. Between the third quarter of 2020 and the end of 2024, Duolingo's monthly active users experienced a positive growth trend. How does Duolingo make money? Duolingo’s revenue witnessed an upward trend between 2020 and 2024, reaching a value of more than 178 million U.S. dollars during the second quarter of 2024. Duolingo Inc. generates revenue through its multiple services including app subscriptions, advertising, Duolingo English test, and in-app purchases. Subscriptions contributed the largest share to Duolingo’s revenue stream as the company generated over 400 million U.S. dollars solely from user subscriptions in 2023. In contrast, in-app purchases such as those generated by the selling of “gems”, Duolingo virtual currency that allow users to buy exclusive features and hints, generated around 35 million U.S. dollars in the last examined year. While the app attracted language learners from all markets, the United States was the country with the largest share of revenue, amounting to almost 240 million U.S. dollars in 2023. Duolingo leads the language learning apps market Language learning app publishers offer apps with a variety of interactive features for users. In 2024, Duolingo led the language learning apps market both in terms of number of downloads and yearly revenues. In July 2024, the popular language learning app recorded more than 14 million monthly downloads worldwide. Lingutown and Buddy.ai followed with 1.98 and 1.63 million monthly downloads, respectively. During the examined period, Duolingo was the highest-grossing language learning app and generated a revenue of more than 33 million U.S. dollars. Babbel ranked second with a revenue of 5.4 million U.S. dollars.What primarily motivates users to access language learning platforms? In 2023, the leading reason for using language learning apps in the United States was the desire to learn, as almost one-quarter of respondents reported they engaged with apps in this category out of curiosity. To have fluency in another language and travelling followed, 23 and 17 percent of respondents reporting to use language learning apps for these reasons, respectively.

Introduction

Duolingo Statistics: In 2024, Duolingo, the most popular language-learning app globally, met with remarkable success. As of 2024, the platform boasts over 100 courses in 41 languages and has surpassed 950 million downloads. In 2024, Duolingo achieved a revenue of $748 million, marking a 40.8% increase from the previous year. The company reported 103 million monthly active users and 34.1 million daily active users in 2024, reflecting a 51% year-over-year growth in daily engagement.

Additionally, Duolingo had 6.6 million paid subscribers by the end of 2023 .The platform's expansion is further evidenced by its offering of new subjects such as chess and the integration of generative AI to enhance educational content. These developments underscore Duolingo's commitment to broadening its educational reach and leveraging technology to improve user experience. This article will take a deep dive into the performance of Duolingo statistics in 2024 and focus on different trends and developments that shaped its success.

During the fourth quarter of 2024, Duolingo had approximately 40.5 million daily active users (DAU) practicing their language of choice on the platform. This represents an increase of almost 51 percent year-over-year, as well as a quarterly growth of around nine percent. Between the third quarter of 2020 and the end of 2024, Duolingo's daily active users experienced a constant increase.

In January 2022, language learning app Duolingo had approximately 20.57 million monthly active users on iPhone and iPad worldwide. While in recent years language learning apps have become a popular method to learn and practice a foreign language, the sudden increase of Duolingo MAU between the first and the second quarter of 2020 is probably due to the global outbreak of coronavirus pandemic and its impact on day-to-day social activities. Between March and April 2020, monthly active users of the Duolingo mobile app on iOS jumped from 11.6 million to almost 17 million, representing an increase of 45 percent. Finding themselves with more time to be spent at home, and having to rely more heavily on their devices for entertainment and diversions, iOS Duolingo monthly users increased to almost 18 million in May 2020.

In 2021, Duolingo surpassed 40 million monthly active users engaging with the company's language learning mobile app or the language learning section of their website. Between 2019 and the end of 2021, the number of Duolingo MAUs increased by 48.35 percent, registering a peak of 20.31 million users on iOS alone in December 2021 alone.

In January 2022, Duolingo's monthly active users via the Google Play Store surpassed *** million worldwide. Duolingo is a language learning app that allows users to practice and study a foreign language in a highly gamified environment. In January 2021, the number of Duolingo monthly active users via Google Play experienced an increase of ** percent compared to the previous year, reaching **** million active users. As of the beginning of 2022, the number of Duolingo MAU remained significantly higher on iOS, with more than ** million users engaging with the app on iPhone and iPad.

In January 2022, Duolingo mobile app counted more **** million daily active users worldwide via the Google Play Store. Duolingo is a language learning app that allows users to engage in games and short exercises to learn a foreign language. While the app has become increasingly popular in the last years, the number of daily active users of Duolingo on Android remains significantly lower than the number of users downloading the app from the Apple App Store. As of January 2022, more than **** million iOS users engaging with the app daily worldwide.

Between October and November 2020, it was estimated that the number of monthly active users (MAU) of the language-learning app Duolingo on android devices amounted to more than *** thousand in Brazil, making it the country with the highest figure among the Latin American countries analyzed. Mexico and Colombia followed, with *** thousand and *** thousand monthly active users, respectively.

By the end of 2024, the number of Duolingo paid subscribers rose to 9.5 million worldwide, up by around 43 percent year-over-year. Duolingo is a language-learning website and mobile application that allows users to join language courses for free, or subscribe to gain access to premium features and functionalities. In 2023, subscriptions generated 76 percent of the company's revenues, followed by advertising revenue with a share of nine percent.

The Duolingo language-learning mobile application was downloaded in the UK more than 275,700 times in January 2020, the most of any month in this provided time period.

At the end of the fourth quarter of 2024, Duolingo Inc. registered 9.5 million paid subscribers worldwide, up by over 10 percent when compared to the previous quarter. Language learning apps tend to experience a surge in usage during the first and the third quarter of each year, due to consumers' seasonal preferences. At the end of 2023, the total number of Duolingo users who subscribed to its premium services was 6.6 million worldwide.

In 2021, language learning mobile app and website Duolingo registered 9.6 million daily active users worldwide. Duolingo Inc, which was founded in 2011 and launched its mobile app the following year, allows English-speaking users to choose between 37 language courses including Klingon and Esperanto. Duolingo mobile app on Google Play Store recorded a peak of more than 1.4 million daily active users in November 2021.

This paper explores the psychological underpinnings of user engagement in Duolingo, a prominent mobile-assisted language learning (MALL) app. Despite boasting millions of users, Duolingo faces challenges in user retention. We analyze the interplay of two contrasting psychological theories: User Gratification Theory (UGT) and Prospect Theory (PT).UGT posits that users are drawn to media fulfilling their needs. Duolingo utilizes UGT by offering a rewarding, personalized learning experience. Users gain satisfaction from progress feedback, achievement, and the personalized nature of the learning journey.Prospect Theory (PT) introduces a "loss aversion" concept, where the pain of losing outweighs the pleasure of gaining. Duolingo's "streak" feature exemplifies PT. Users are motivated to return daily to avoid the disappointment of breaking the streak. This fear compels sustained engagement, prioritizing Duolingo to preserve progress.UGT and PT create a dual-thrust motivational framework. UGT attracts users and provides a sense of accomplishment. PT, conversely, pushes users to avoid negative outcomes. Duolingo fosters positive reinforcement for initiation and enjoyment, while leveraging negativity to maintain consistent engagement. This approach appeals to diverse aspects of human psychology, offering multiple incentives for continuous app usage.The analysis proposes enhancements to strengthen user engagement and retention. These include: Integration of interactive content for active participation and deeper learning. Development of social features fostering collaboration and community learning. Expansion of advanced learning modules catering to proficient users. By understanding the interplay between UGT and PT, Duolingo can refine its user experience and maintain a thriving, engaged user base. Keyword: User engagement, User gratification theory (UGT), Prospect theory (PT), Gamification, Social learning

Babbel is a language learning platform which has slowly but steadily grown in popularity, to the point now it is one of the top-grossing apps of its kind in the world. It was originally launched as a...

In January 2022, iOS users engaging with Duolingo mobile app via iOS daily were roughly *** million worldwide. Between the first and the third quarter of 2021, the app experienced an increase in the number of its daily active users on iPhone and iPad, surpassing *** million daily active users in September 2021. Duolingo increase in DAU and MAU is due to the global outbreak of coronavirus pandemic, which prompted users to spend more time at home and rely more on their devices for diversion. Duolingo, which launched in 2011, is a language learning app with a highly gamified setting.

In the fourth quarter 2024, language learning app publisher Duolingo generated almost 209.6 million U.S. dollars in revenues, an increase of over eight percent compared to the previous quarter. Due to the coronavirus pandemic outbreak and the need for users to pass the time during the implementation of stay-at-home measures, Duolingo experienced unprecedented usage growth in 2020. The popular language learning app managed to maintain and expand its user base in 2022 and 2024, reaching more than 16.5 million downloads in the Asia-Pacific region.

In July 2024, Duolingo was the most popular language learning app worldwide based on monthly downloads, with around 14.3 million users downloading the app to their mobile devices during the month. Lingutown was the second most popular language learning app in the examined period, with almost two million downloads. Language learning apps focusing on language acquisition for children were also popular, with children-specific app Buddy.ai: Buddy.ai: Fun Learning Games generating 1.63 million downloads worldwide. Language learning apps, which combine learning gamification with language acquisition, have become an increasingly popular method to learn and practice a foreign language for both adults and kids.

During the fourth quarter of 2023, Duolingo registered almost 42 million downloads worldwide. As of the last examined quarter, language-learning app Duolingo recorded approximately 11 million downloads in the North and Latin America region. Between the first quarter of 2017 and the end of 2022, North and Latin America have consistently registered the highest number of Duolingo app downloads. However, during the third quarter of 2023, mobile downloads of Duolingo reached over 21 million in the Asia-Pacific region.

In January 2024, the language learning app market experienced a peak in downloads for the year, surpassing ** million downloads during the first month of the year from global downloads. Mobile-first and highly gamified Duolingo is the market leader in language learning apps. The popular app South Korean language learning app Cake successfully tapped into the mobile video craze captivating users in the latest years: with its YouTube video excerpts from popular films and TV, the app amassed over *** thousand downloads in September 2023.

In July 2024, Duolingo was by far the leading language learning mobile app, grossing roughly 33 million U.S. dollars via in-app purchase revenues during the month. Babbel ranked second, with over 5.4 million U.S. dollars generated on the mobile app. While Duolingo adopts a freemium model and is essentially free for users, Babbel offers a limited free trial period before asking users to choose a subscription plan. iHuman, which aims to increase literacy and Chinese character-writing ability in children, generated in-app revenues of 840,000 U.S. dollars during the measured period.