In 2021, Duolingo was the most installed multilingual language learning app among users aged between 20 and 34 years in the examined European markets. In the United Kingdom, Duolingo accounted for 66 percent of installs, while in Turkey it gathered 52 percent of installs from users in the examined age group. Babbel was the second most-installed language app in Germany and had a 17 percent market share in Italy.

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.

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.

The global language learning application market is experiencing robust growth, projected to reach $2314.2 million in 2025 and maintain a Compound Annual Growth Rate (CAGR) of 17.6% from 2025 to 2033. This expansion is driven by several key factors. Increasing globalization and the demand for multilingual professionals in various industries are significant contributors. Furthermore, the rising accessibility of smartphones and affordable internet access has democratized language learning, making applications a convenient and cost-effective alternative to traditional methods. The continuous improvement in AI-powered features within these apps, such as personalized learning paths and immersive virtual environments, further enhances user engagement and learning outcomes. Competitive pricing strategies and a wide range of language options offered by numerous players, including established brands like Duolingo and Rosetta Stone and newer entrants like Drops and Memrise, also fuel market growth. The market is segmented by language offered, app features (e.g., gamification, AI tutoring), pricing model (freemium vs. subscription), and target demographics (e.g., students, professionals). Regional variations exist, with North America and Europe currently holding the largest market share, although emerging economies in Asia and Latin America show considerable growth potential. However, the market also faces certain restraints. Concerns regarding data privacy and security, the effectiveness of app-based learning compared to in-person instruction, and the potential for user churn due to the availability of free alternatives are all factors influencing market dynamics. To mitigate these challenges, companies are focusing on enhancing user experience, building robust security measures, and offering personalized learning programs to improve retention rates. The future of this market hinges on continuous innovation in technology, strategic partnerships, and a focus on addressing the specific needs of diverse learner groups. The market's expansion will likely be characterized by increased competition, further development of sophisticated AI-powered features, and a shift towards subscription-based models to ensure sustainable revenue streams for application developers.

The global online language learning market, valued at $34.42 billion in 2025, is experiencing robust growth, projected to expand at a compound annual growth rate (CAGR) of 27.5% from 2025 to 2033. This explosive growth is fueled by several key factors. Increased accessibility to high-speed internet and affordable devices has democratized language learning, making it convenient and cost-effective for individuals worldwide. The rising demand for multilingual professionals in a globalized economy is another significant driver, pushing both individuals and corporations to invest in online language training. Furthermore, innovative technological advancements, such as AI-powered language learning apps and personalized learning platforms, are enhancing the learning experience and driving user engagement. The market is segmented by end-user (courses, solutions, apps), language (English, Mandarin, Spanish, others), and geography, with significant regional variations in adoption rates. North America and Europe currently hold substantial market share, but the Asia-Pacific region, particularly China and India, is poised for significant growth due to its large population and increasing disposable incomes. Competition is intense, with established players like Babbel, Duolingo, and Rosetta Stone facing challenges from new entrants leveraging advanced technologies and personalized learning approaches. The market’s future trajectory hinges on factors such as continued technological innovation, evolving user preferences, and the ability of companies to adapt to shifting educational trends. The competitive landscape is characterized by a mix of established educational institutions, technology companies, and specialized language learning platforms. While established players benefit from brand recognition and extensive course offerings, newer entrants are leveraging technological advancements such as artificial intelligence and gamification to attract and retain users. Strategic partnerships, mergers, and acquisitions are common, reflecting the dynamic nature of the market. The market's future success depends on the continued development of engaging and effective learning methodologies, addressing the challenges of maintaining user engagement over extended periods, and catering to diverse learning styles and preferences. Addressing concerns around data privacy and security will also be crucial for sustained growth and market confidence. Future projections suggest a continued upward trend, driven by the increasing demand for language skills in both personal and professional settings.

The global language learning games software market is experiencing robust growth, driven by increasing demand for accessible and engaging language learning solutions. The market's expansion is fueled by several key factors: the rising adoption of mobile devices and gamified learning platforms, the growing awareness of the importance of multilingualism in both personal and professional settings, and the increasing affordability of language learning software. Furthermore, advancements in artificial intelligence (AI) and personalized learning technologies are enhancing the user experience and effectiveness of these applications. The market is segmented by application (institutional learners and individual learners) and by language type (English and world languages), with English language learning currently dominating the market share, followed by popular languages such as Spanish, French, Mandarin, and German. Competition is fierce, with established players like Duolingo and Rosetta Stone facing challenges from newer entrants offering innovative features and pricing models. The market is geographically diverse, with North America and Europe currently holding the largest market shares, although rapid growth is anticipated in the Asia-Pacific region driven by increasing internet penetration and rising disposable incomes. While the market faces some restraints, such as the need for continuous technological updates and the competition from free or low-cost alternatives, its overall outlook remains positive. The forecast period (2025-2033) promises continued expansion, with a projected Compound Annual Growth Rate (CAGR) reflecting the market's inherent dynamism. The increasing integration of gamification techniques, personalized learning paths, and AI-powered features are expected to drive higher user engagement and retention rates, consequently boosting market revenues. The institutional learner segment is likely to experience significant growth due to increased adoption by educational institutions seeking to supplement traditional classroom learning. Further segmentation within the language types will also continue to evolve, responding to global demand for various languages driven by economic and social factors. This competitive landscape will likely lead to innovation in areas like personalized learning experiences, immersive virtual reality applications, and advanced AI-powered feedback systems.

The online language learning market, valued at $9.151 billion in 2025, is experiencing robust growth, projected to expand at a compound annual growth rate (CAGR) of 13.2% from 2025 to 2033. This surge is fueled by several key drivers. The increasing accessibility of high-speed internet and affordable mobile devices has democratized access to education, making online language courses a convenient and cost-effective option for learners of all ages. Furthermore, the rising demand for multilingual professionals in a globalized job market significantly boosts the market's expansion. The growing popularity of blended learning models, combining online and offline learning experiences, also contributes to this growth trajectory. Specific segments within the market show varying levels of dynamism. While the adult learner segment constitutes a substantial portion of the market, the children and teenager segments are experiencing faster growth rates, driven by the early adoption of technology and the integration of language learning into curricula. The popularity of popular languages like Spanish, Mandarin, and French remains high, yet there is also a notable increase in demand for niche language courses, reflecting a broader interest in cultural immersion and unique linguistic experiences. The competitive landscape is dynamic, with established players like Duolingo and Rosetta Stone competing alongside newer entrants like Babbel and Verbling, each leveraging unique pedagogical approaches and technologies to attract learners. Geographical distribution reveals a strong presence in North America and Europe, which currently hold the largest market shares. However, significant growth potential exists in the Asia-Pacific region, driven by a rapidly expanding middle class and increasing disposable incomes. While factors such as inconsistent internet connectivity in certain regions and concerns about the effectiveness of online learning compared to traditional classroom settings present some restraints, the overall market outlook remains exceptionally positive. The ongoing development of innovative learning technologies, incorporating artificial intelligence and gamification, further strengthens the market's prospects for sustained expansion and continued evolution of the learning experience. The market's fragmentation also suggests opportunities for niche players to target specific demographics and language needs, fostering further competition and innovation.

In 2024, the majority of Duolingo Inc.'s revenues came from paid subscriptions to the company's language learning mobile app and website. Revenues generated through advertising accounted for seven percent of the total, while in-app purchases of virtual goods contributed in generating over five percent of Duolingo's revenues for the year. In 2024, Duolingo paid subscribers increased by approximately 44 percent compared to the previous year, reaching 9.5 million paying users worldwide.